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Customer Acquisition and Retention Strategies Course

Gain the skills you need to advance your career. This course offers hands-on learning, expert guidance, and real-world applications designed to help you grow.

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Course Overview

In today’s hyper-competitive marketplace, attracting new customers is just one side of the equation—keeping them is the real challenge. This course provides a comprehensive roadmap for mastering both customer acquisition and retention. Participants will explore proven strategies, behavioral insights, customer lifecycle stages, digital marketing tactics, CRM systems, and more.By combining theory with real-world case studies and interactive exercises, the course empowers participants to build cost-effective, high-impact strategies that create long-term customer value and business growth.

Duration

5 days

Target Audience

This course is ideal for:

  • Marketing Managers and Executives

  • Customer Success and Retention Teams

  • Sales Managers and Business Development Leads

  • Entrepreneurs and Small Business Owners

  • Growth Hackers and Digital Marketers

  • Product Managers working on user growth

Personal Impact

Participants will:

  • Gain practical skills in building marketing funnels

  • Develop a strategic mindset focused on customer value

  • Learn to use CRM and automation tools effectively

  • Enhance career prospects in marketing, growth, and customer success

  • Improve data literacy in customer behavior and conversion tracking

Organizational Impact

Organizations will:

  • Acquire new customers more efficiently and at a lower cost

  • Improve customer satisfaction, loyalty, and lifetime value

  • Reduce churn and improve retention with targeted programs

  • Align marketing and sales strategies with measurable results

  • Strengthen brand equity and customer trust

Course Level: Intermediate

Course Outline

Course Objectives

By the end of the course, participants will be able to:

  • Design targeted acquisition strategies for specific audiences

  • Use data and customer insights to improve marketing performance

  • Build retention programs that increase customer loyalty and lifetime value

  • Identify the right channels and messaging for each stage of the customer journey

  • Measure and optimize both acquisition and retention efforts

Course Modules

Course Modules

Module 1: Customer Acquisition Fundamentals

  • Understanding the customer lifecycle

  • Defining your ideal customer profile (ICP) and buyer personas

  • Customer acquisition funnel: Awareness → Interest → Conversion

  • Channel selection: SEO, PPC, social, referrals, events, influencer marketing

  • Measuring CAC (Customer Acquisition Cost)

Outcome: Develop a detailed acquisition plan for a specific product or service.

Module 2: Digital Tools and Tactics for Acquisition

  • Inbound vs. outbound marketing strategies

  • Content marketing and lead magnets

  • Email marketing and automation

  • Landing pages, CTAs, and conversion optimization

  • Paid media: Google Ads, social ads, and retargeting

Outcome:Design a customer acquisition campaign using digital channels and automation tools.

Module 3: Customer Retention & Loyalty Strategies

  • Why retention matters: CLV vs CAC

  • Customer onboarding and engagement journeys

  • Building loyalty through personalization and support

  • Retention strategies: Rewards, subscriptions, loyalty programs

  • Net Promoter Score (NPS) and customer satisfaction metrics

Outcome:Create a retention program blueprint for an existing customer segment.

Module 4: CRM, Data & Measuring Success

  • Introduction to CRM systems (HubSpot, Salesforce, Zoho)

  • Data-driven customer segmentation and targeting

  • Email drip campaigns and lifecycle triggers

  • Key metrics: Churn rate, CLV, CAC:LTV ratio

  • A/B testing and optimizing acquisition/retention efforts

Outcome:Build a mini dashboard or reporting framework for customer analytics.

Module 5: Strategy Simulation & Final Presentations

  • Applying what you've learned in a real-world simulation

  • Group project: Build an acquisition + retention strategy for a mock business

  • Presenting strategic recommendations with data

  • Feedback, peer review, and instructor critique

  • Wrap-up and action planning for participants’ real businesses

Outcome:Deliver a complete acquisition and retention strategy in a final presentation.

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Course Administration Details

Methodology

These instructor-led training sessions are delivered using a blended learning approach and include presentations, guided practical exercises, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience as professionals and trainers in these fields. All facilitation and course materials are offered in English. Participants should be reasonably proficient in the language.

Accreditation

Upon successful completion of this training, participants will be issued an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).

Training Venue

The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.

Accommodation and Airport Transfer

Accommodation and Airport Transfer are arranged upon request. For reservations contact the Training Officer.

outreach@indepthresearch.org
+254715 077 817
Tailor-Made

This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location. For further inquiries, please contact us on:

outreach@indepthresearch.org
+254715 077 817
Payment

Payment should be transferred to the IRES account through a bank on or before the start of the course. Send proof of payment to outreach@indepthresearch.org

Course Registration

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Course Schedules

We are proud to offer this course in a variety of training formats to suit your needs. We use the highest quality learning facilities to make sure your experience is as comfortable as possible. Our face to face calendar allows you to choose any classroom course of your choice to be delivered at any venue of your choice - offering you the ultimate in convenience and value for money.

December 2025

Date Duration Mode Standard Fee Action
15 Dec - 19 Dec 5 days Kampala $1,900 Individual Group
15 Dec - 19 Dec 5 days Nairobi KES 83,000 | $1,100 Individual Group

January 2026

Date Duration Mode Standard Fee Action
5 Jan - 9 Jan 5 days Nairobi KES 99,000 | $1,500 Individual Group
5 Jan - 9 Jan 5 days Kigali $1,850 Individual Group
12 Jan - 16 Jan 5 days Mombasa KES 115,000 | $1,500 Individual Group
12 Jan - 16 Jan 5 days Arusha $2,100 Individual Group
19 Jan - 23 Jan 5 days Naivasha KES 110,000 | $1,500 Individual Group
19 Jan - 23 Jan 5 days Kampala $2,000 Individual Group
26 Jan - 30 Jan 5 days Nakuru KES 110,000 | $1,500 Individual Group
26 Jan - 30 Jan 5 days Cape Town $3,100 Individual Group
5 Jan - 16 Jan 10 days Nairobi KES 189,000 | $2,700 Individual Group
5 Jan - 16 Jan 10 days Kigali $3,600 Individual Group
12 Jan - 23 Jan 10 days Mombasa KES 199,000 | $2,700 Individual Group
12 Jan - 23 Jan 10 days Arusha $4,300 Individual Group
19 Jan - 30 Jan 10 days Naivasha KES 190,000 | $2,700 Individual Group
19 Jan - 30 Jan 10 days Kampala $3,700 Individual Group
26 Jan - 6 Feb 10 days Naivasha KES 190,000 | $2,700 Individual Group
26 Jan - 6 Feb 10 days Cape Town $6,000 Individual Group

February 2026

Date Duration Mode Standard Fee Action
2 Feb - 6 Feb 5 days Mombasa KES 115,000 | $1,500 Individual Group
2 Feb - 6 Feb 5 days Addis Ababa $3,900 Individual Group
9 Feb - 13 Feb 5 days Nairobi KES 99,000 | $1,500 Individual Group
9 Feb - 13 Feb 5 days Zanzibar $2,100 Individual Group
16 Feb - 20 Feb 5 days Kisumu KES 110,000 | $1,500 Individual Group
16 Feb - 20 Feb 5 days Accra $3,200 Individual Group
23 Feb - 27 Feb 5 days Machakos KES 110,000 | $1,500 Individual Group
23 Feb - 27 Feb 5 days Pretoria $3,100 Individual Group
2 Feb - 13 Feb 10 days Nairobi KES 189,000 | $2,700 Individual Group
2 Feb - 13 Feb 10 days Addis Ababa $7,600 Individual Group
9 Feb - 20 Feb 10 days Mombasa KES 199,000 | $2,700 Individual Group
9 Feb - 20 Feb 10 days Zanzibar $4,300 Individual Group
16 Feb - 27 Feb 10 days Kisumu KES 190,000 | $2,700 Individual Group
16 Feb - 27 Feb 10 days Accra $5,800 Individual Group
23 Feb - 6 Mar 10 days Nakuru KES 190,000 | $2,700 Individual Group
23 Feb - 6 Mar 10 days Pretoria $6,000 Individual Group

March 2026

Date Duration Mode Standard Fee Action
2 Mar - 6 Feb 23 days Nairobi KES 99,000 | $1,500 Individual Group
2 Mar - 6 Feb 23 days Kuala Lumpur $5,900 Individual Group
9 Mar - 13 Feb 23 days Mombasa KES 110,000 | $1,500 Individual Group
9 Mar - 13 Feb 23 days Dar es Salaam $2,100 Individual Group
9 Mar - 13 Feb 23 days Naivasha KES 110,000 | $1,500 Individual Group
9 Mar - 13 Feb 23 days Cairo $4,200 Individual Group
9 Mar - 13 Feb 23 days Kisumu KES 110,000 | $1,500 Individual Group
23 Mar - 27 Feb 23 days Kisumu $1,500 Individual Group
2 Mar - 13 Mar 10 days Nairobi KES 189,000 | $2,700 Individual Group
2 Mar - 13 Mar 10 days Kuala Lumpur $11,800 Individual Group
9 Mar - 20 Mar 10 days Mombasa KES 199,000 | $2,700 Individual Group
9 Mar - 20 Mar 10 days Dar es Salaam $4,300 Individual Group
16 Mar - 27 Mar 10 days Nakuru KES 190,000 | $2,700 Individual Group
16 Mar - 27 Mar 10 days Cairo $7,700 Individual Group
23 Mar - 3 Apr 10 days Machakos KES 190,000 | $2,700 Individual Group
23 Mar - 3 Apr 10 days Johannesburg $6,000 Individual Group

April 2026

Date Duration Mode Standard Fee Action
6 Apr - 10 Apr 5 days Mombasa KES 110,000 | $1,500 Individual Group
6 Apr - 10 Apr 5 days Kigali $1,850 Individual Group
13 Apr - 13 Apr 1 day Nairobi KES 99,000 | $1,500 Individual Group
13 Apr - 13 Apr 1 day Arusha $2,100 Individual Group
20 Apr - 24 Apr 5 days Naivasha KES 110,000 | $1,500 Individual Group
20 Apr - 24 Apr 5 days Kampala $2,000 Individual Group
27 Apr - 1 May 5 days Nakuru KES 110,000 | $1,500 Individual Group
27 Apr - 1 May 5 days Singapore $5,500 Individual Group
6 Apr - 17 Apr 10 days Nairobi KES 189,000 | $2,700 Individual Group
6 Apr - 17 Apr 10 days Kigali $3,600 Individual Group
13 Apr - 24 Apr 10 days Mombasa KES 199,000 | $2,700 Individual Group
13 Apr - 24 Apr 10 days Arusha $4,300 Individual Group
20 Apr - 1 May 10 days Naivasha KES 190,000 | $2,700 Individual Group
20 Apr - 1 May 10 days Kampala $3,700 Individual Group
27 Apr - 8 May 10 days Kampala $3,700 Individual Group

May 2026

Date Duration Mode Standard Fee Action
4 May - 8 May 5 days Nairobi KES 99,000 | $1,500 Individual Group
4 May - 8 May 5 days Addis Ababa $3,900 Individual Group
11 May - 15 May 5 days Mombasa KES 110,000 | $1,500 Individual Group
11 May - 15 May 5 days Zanzibar $2,100 Individual Group
18 May - 22 May 5 days Machakos KES 110,000 | $1,500 Individual Group
18 May - 22 May 5 days Accra $3,200 Individual Group
25 May - 29 May 5 days Kisumu KES 110,000 | $1,500 Individual Group
25 May - 29 May 5 days Pretoria $3,100 Individual Group
4 May - 15 May 10 days Nairobi KES 189,000 | $2,700 Individual Group
4 May - 15 May 10 days Addis Ababa $7,600 Individual Group
11 May - 22 May 10 days Mombasa KES 199,000 | $2,700 Individual Group
11 May - 22 May 10 days Zanzibar $4,300 Individual Group
18 May - 29 May 10 days Kisumu KES 190,000 | $2,700 Individual Group
18 May - 29 May 10 days Accra $5,800 Individual Group
18 May - 29 May 10 days Accra $5,800 Individual Group
25 May - 5 Jun 10 days Nakuru KES 190,000 | $2,700 Individual Group
25 May - 5 Jun 10 days Pretoria $6,000 Individual Group

June 2026

Date Duration Mode Standard Fee Action
1 Jun - 5 Jun 5 days Nairobi KES 99,000 | $1,500 Individual Group
1 Jun - 5 Jun 5 days Kuala Lumpur $5,900 Individual Group
8 Jun - 8 Jun 1 day Mombasa KES 115,000 | $1,500 Individual Group
8 Jun - 8 Jun 1 day Dar es Salaam $2,100 Individual Group
15 Jun - 19 Jun 5 days Nakuru KES 110,000 | $1,500 Individual Group
15 Jun - 19 Jun 5 days Cairo $4,200 Individual Group
22 Jun - 26 Jun 5 days Machakos KES 110,000 | $1,500 Individual Group
22 Jun - 26 Jun 5 days Johannesburg $3,100 Individual Group
1 Jun - 12 Jun 10 days Nairobi KES 189,000 | $2,700 Individual Group
1 Jun - 12 Jun 10 days Kuala Lumpur $11,800 Individual Group
8 Jun - 19 Jun 10 days Mombasa KES 199,000 | $2,700 Individual Group
8 Jun - 19 Jun 10 days Dar es Salaam $4,300 Individual Group
15 Jun - 26 Jun 10 days Naivasha KES 190,000 | $2,700 Individual Group
15 Jun - 26 Jun 10 days Cairo $7,700 Individual Group
22 Jun - 3 Jul 10 days Machakos KES 190,000 | $2,700 Individual Group
22 Jun - 3 Jul 10 days Johannesburg $6,000 Individual Group

July 2026

Date Duration Mode Standard Fee Action
6 Jul - 10 Jul 5 days Nairobi KES 99,000 | $1,500 Individual Group
6 Jul - 10 Jul 5 days Kigali $1,850 Individual Group
13 Jul - 17 Jul 5 days Mombasa KES 115,000 | $1,500 Individual Group
13 Jul - 17 Jul 5 days Dubai $3,900 Individual Group
20 Jul - 17 Jul 2 days Kisumu KES 110,000 | $1,500 Individual Group
20 Jul - 17 Jul 2 days Kampala $2,000 Individual Group
27 Jul - 31 Jul 5 days Naivasha KES 110,000 | $1,500 Individual Group
27 Jul - 31 Jul 5 days Singapore $5,500 Individual Group
6 Jul - 17 Jul 10 days Nairobi KES 189,000 | $2,700 Individual Group
6 Jul - 17 Jul 10 days Kigali $3,600 Individual Group
13 Jul - 24 Jul 10 days Dubai $7,800 Individual Group
20 Jul - 31 Jul 10 days Kisumu KES 190,000 | $2,700 Individual Group
20 Jul - 31 Jul 10 days Kampala $3,700 Individual Group
27 Jul - 7 Aug 10 days Nakuru KES 190,000 | $2,700 Individual Group
27 Jul - 7 Aug 10 days Singapore $11,000 Individual Group

August 2026

Date Duration Mode Standard Fee Action
3 Aug - 7 Aug 5 days Nairobi KES 99,000 | $1,500 Individual Group
3 Aug - 7 Aug 5 days Addis Ababa $3,900 Individual Group
10 Aug - 14 Aug 5 days Mombasa KES 115,000 | $1,500 Individual Group
10 Aug - 14 Aug 5 days Arusha $2,100 Individual Group
17 Aug - 21 Aug 5 days Nakuru KES 110,000 | $1,500 Individual Group
17 Aug - 21 Aug 5 days Accra $3,200 Individual Group
24 Aug - 28 Aug 5 days Machakos KES 110,000 | $1,500 Individual Group
24 Aug - 28 Aug 5 days Cape Town $3,100 Individual Group
3 Aug - 14 Aug 10 days Nairobi KES 189,000 | $2,700 Individual Group
3 Aug - 14 Aug 10 days Addis Ababa $7,600 Individual Group
3 Aug - 14 Aug 10 days Addis Ababa $7,600 Individual Group
10 Aug - 21 Aug 10 days Mombasa KES 199,000 | $2,700 Individual Group
10 Aug - 21 Aug 10 days Arusha $4,300 Individual Group
17 Aug - 28 Aug 10 days Nakuru KES 190,000 | $2,700 Individual Group
17 Aug - 28 Aug 10 days Accra $5,800 Individual Group
24 Aug - 4 Sep 10 days Kisumu KES 190,000 | $2,700 Individual Group
24 Aug - 4 Sep 10 days Cape Town $6,000 Individual Group

September 2026

Date Duration Mode Standard Fee Action
7 Sep - 11 Sep 5 days Nairobi KES 99,000 | $1,500 Individual Group
7 Sep - 11 Sep 5 days Kuala Lumpur $5,900 Individual Group
14 Sep - 18 Sep 5 days Mombasa KES 115,000 | $1,500 Individual Group
14 Sep - 18 Sep 5 days Zanzibar $2,100 Individual Group
21 Sep - 25 Sep 5 days Naivasha KES 110,000 | $1,500 Individual Group
21 Sep - 25 Sep 5 days Cairo $4,200 Individual Group
28 Sep - 2 Oct 5 days Kisumu KES 110,000 | $1,500 Individual Group
28 Sep - 2 Oct 5 days Pretoria $3,100 Individual Group
7 Sep - 18 Sep 10 days Nairobi KES 189,000 | $2,700 Individual Group
7 Sep - 18 Sep 10 days Kuala Lumpur $11,800 Individual Group
14 Sep - 25 Sep 10 days Mombasa KES 199,000 | $2,700 Individual Group
14 Sep - 25 Sep 10 days Zanzibar $4,300 Individual Group
21 Sep - 2 Oct 10 days Naivasha KES 190,000 | $2,700 Individual Group
21 Sep - 2 Oct 10 days Cairo $7,700 Individual Group
28 Sep - 6 Nov 30 days Machakos KES 190,000 | $2,700 Individual Group
28 Sep - 6 Nov 30 days Pretoria $6,000 Individual Group

October 2026

Date Duration Mode Standard Fee Action
5 Oct - 9 Oct 5 days Nairobi KES 99,000 | $1,500 Individual Group
5 Oct - 9 Oct 5 days Kigali $1,850 Individual Group
12 Oct - 16 Oct 5 days Mombasa KES 115,000 | $1,500 Individual Group
12 Oct - 16 Oct 5 days Dar es Salaam $2,100 Individual Group
19 Oct - 23 Oct 5 days Machakos KES 110,000 | $1,500 Individual Group
19 Oct - 23 Oct 5 days Kampala $2,000 Individual Group
26 Oct - 30 Oct 5 days Nakuru KES 110,000 | $1,500 Individual Group
26 Oct - 30 Oct 5 days Johannesburg $3,100 Individual Group
5 Oct - 16 Oct 10 days Nairobi KES 189,000 | $2,700 Individual Group
5 Oct - 16 Oct 10 days Kigali $3,600 Individual Group
12 Oct - 23 Oct 10 days Mombasa KES 199,000 | $2,700 Individual Group
12 Oct - 23 Oct 10 days Mombasa KES 199,000 | $2,700 Individual Group
12 Oct - 23 Oct 10 days Dar es Salaam $4,300 Individual Group
19 Oct - 30 Oct 10 days Nakuru KES 190,000 | $2,700 Individual Group
19 Oct - 30 Oct 10 days Kampala $3,700 Individual Group
26 Oct - 6 Nov 10 days Kisumu KES 190,000 | $2,700 Individual Group
26 Oct - 6 Nov 10 days Johannesburg $6,000 Individual Group

November 2026

Date Duration Mode Standard Fee Action
2 Nov - 6 Nov 5 days Nairobi KES 99,000 | $1,500 Individual Group
2 Nov - 6 Nov 5 days Addis Ababa $3,900 Individual Group
9 Nov - 13 Nov 5 days Addis Ababa $3,900 Individual Group
16 Nov - 20 Nov 5 days Dubai $3,900 Individual Group
16 Nov - 20 Nov 5 days Mombasa KES 115,000 | $1,500 Individual Group
23 Nov - 27 Nov 5 days Nakuru KES 110,000 | $1,500 Individual Group
23 Nov - 27 Nov 5 days Singapore $5,500 Individual Group
2 Nov - 13 Nov 10 days Nairobi KES 189,000 | $2,700 Individual Group
2 Nov - 13 Nov 10 days Addis Ababa $7,600 Individual Group
2 Nov - 13 Nov 10 days Mombasa KES 199,000 | $2,700 Individual Group
2 Nov - 13 Nov 10 days Dubai $7,800 Individual Group
2 Nov - 13 Nov 10 days Naivasha KES 190,000 | $0 Individual Group
16 Nov - 27 Nov 10 days Accra $5,800 Individual Group
23 Nov - 4 Dec 10 days Machakos KES 190,000 | $2,700 Individual Group
23 Nov - 4 Dec 10 days Singapore $11,000 Individual Group

December 2026

Date Duration Mode Standard Fee Action
7 Dec - 11 Dec 5 days Nairobi KES 99,000 | $1,500 Individual Group
7 Dec - 11 Dec 5 days Kuala Lumpur $5,900 Individual Group
14 Dec - 18 Dec 5 days Mombasa KES 115,000 | $1,500 Individual Group
14 Dec - 18 Dec 5 days Arusha $2,100 Individual Group

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# Job Title Organisation Country
1 Senior Business Development Officer Kenya pipeline company Kenya
2 Senior Business Development Officer Kenya pipeline company Kenya
3 MANAGER SALES & AGENCY CPF Financial Services Kenya
4 Principal Customer Care Assistant Universities Fund Kenya
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