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.

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 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.

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.

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