Get On The Fast Lane To Growth Leadership

What is the Customer Engagement Leadership Program?

CELP is a cohort-based program to equip you with the skills and knowledge required to grow your career in CRM and Growth. Becoming a growth leader requires a holistic understanding of the customer lifecycle as well as the strategies and tactics required at different stages to drive engagement.

We’ve worked with seasoned leaders who have shared the frameworks they used for driving growth at brands like Flipkart, OYO, Airtel, and Canva. By becoming a part of a CELP cohort, you avoid months, if not years, worth of research, costly mistakes, and learning through trial and error.

What will I learn?

You’ll learn the frameworks for customer lifecycle management that you can practically apply to your brand. You will also get an understanding of how engagement strategies change as the customer moves from one stage to the next or is on the verge of moving to a competitor.

This workshop covers:

1. Customer Lifecycle and User Journey:
   Learn the customer lifecycle stages from a practical standpoint. Understand why companies struggle with bridging the gap between acquisition and retention even though it seems straightforward on the surface.
2. Onboarding and Activation:
   Learn a framework to use psychology to get new users over the hump and into the usage/purchase cycle. Study apps that get onboarding right and understand their best practices.
3. Repetition and Habituation:
   Engagement and retention don’t just happen. Learn how to cross the chasm between a newly activated customer and getting them to use your app as second nature for the problem it solves.
4. Churn Management and Resurrection:
   Customers inevitably churn but most of them don’t have to. Understand how you can identify customers who don’t intend to churn but do. Learn a framework to decide which segments to focus on for your resurrection strategy.

The program includes dozens of real-life examples and case studies to help you practically apply your learnings. You’ll collaborate on a capstone project to assess and sharpen your understanding of the frameworks.

Are there any prerequisites?

This course is an intermediate to advanced program. To do well and to do right by your fellow learners, you need to have a basic understanding of customer lifecycle management and the different stages your customers go through with your brand.

If you have less than 6 months of experience in a growth role, we recommend waiting for a future cohort. You’ll be able to benefit from the course material a lot better.

How do I get in?

Once you apply to join the club, you will receive notifications about CELP cohort-based courses, among other updates. You become a CELP Club insider once you join a cohort and that unlocks all of the club benefits.

How is the program structured?

The program includes self-learning, a mentor-led workshop, and peer learning through a group project. Here’s the schedule:

DAY 1: We’ll start with introductions to the course, the mentor, and your fellow participants. Then we’ll go over the core stages of the customer lifecycle. You’ll receive a pre-read handbook that includes the frameworks and worksheets that you can use long after the course is over.
The core workshop where we’ll go over the frameworks and you’ll apply your learnings to real-life/simulated examples. You’ll also find out your fellow groupmates for the capstone project and meet the mentor assigned to your group.

DAY 2: You will collaborate with your group on the capstone project with guidance from the mentor. The mentor assigned to your group will be a product, marketing, or growth leader working on the problem, making them a great sounding board for brainstorming strategies and gathering feedback.
You and your team will present your strategy and plan on the demo day. Your mentor along with the other mentors will be on the jury and will cross-question to test the robustness of the strategy. The demo day will be followed by certification and the awards ceremony post which you’ll become a part of the CELP Club.

Who is this program for?

If you’re a CRM, retention, or growth manager at a consumer brand and your role involves driving customer lifetime value through engagement and retention, this program will help you amplify what you do.

It is designed for growth professionals who want to go from being good at one aspect of customer engagement to becoming leader material.

Why did you build the program?

The concept of growth led by customer engagement and retention is not new. The top 1% businesses focus on building long-lasting relationships with existing customers more than acquiring new ones.

Resources to learn how to use the biggest growth lever are still fragmented. There are some courses that give you frameworks but barely anything that teaches skills that are practically applicable. We wanted to do both in order to bridge the gap from where you are to where you want to get.

What is the fee structure?

The fee for the first live workshop is $599 but you can join the waitlist at the early bird fee of $299. If your company has an L&D budget and reimbursement policy, you can use this template to apply for one.

You can apply for the course even if you don’t have a credit card handy. We’ll review your application and if it’s approved, you’ll get a confirmation email with the payment link.

As much as it helps your own career, it will enable you to make a much bigger impact on your company’s growth. So, we’d recommend that you apply for a reimbursement if you are eligible.

Check the upcoming cohorts in menu

The India Spring 2023 edition of CELP will be conducted live in Bangalore, Delhi, and Mumbai over several weeks. Here are the dates:

Mumbai: February 23, 2023 to February 26, 2023

Bangalore: March 9, 2023 to March 12, 2023

Delhi: March 23, 2023 to March 26, 2023