Brand & Customer Growth
Customer Acquisition & Retention
Build repeatable customer acquisition and retention systems for long-term revenue stability.
- ✓ 12 weeks · 47 lessons
- ✓ 12-month access
- ✓ AI Business Tutor
- ✓ Activates automatically after ICICI Bank confirms payment
- ✓ Bank financing assistance
Questions first? Talk to the Business Counsellor · See all 47 lessons
What you will work on
- ✓Diagnosing your customer base and customer economics
- ✓Acquiring the right customers at a cost you can afford
- ✓Onboarding and customer experience that earn the second purchase
- ✓Loyalty, win-back, CRM and your retention plan
- ✓Applied practice, case studies and revision
Who should consider it
- •Founders, MSMEs, professionals and learners interested in the relevant business pathway
- •Programme selection should match the learner's business stage and implementation goal
Full curriculum
10 modules · 47 lessons
Every core lesson follows the same teaching flow: what you need to know, a step-by-step method, a worked Indian business example, a ready-to-use template, common mistakes, a 20-minute action task and a prompt for the AI Business Tutor.
Start here — How to get results from this programmeOrientation, key terms, your baseline, the learning method and the completion standard.7 lessons
- Start here 01 — How this programme works🔒
- Start here 02 — Key terms in plain language🔒
- Start here 03 — Your business baseline🔒
- Start here 04 — The learning method: read, apply, measure🔒
- Start here 05 — First-week action workbook🔒
- Start here 06 — Progress checklist and completion standard🔒
- Start here 07 — Keeping your knowledge current🔒
Module 1 — Diagnosing your customer base and customer economicsBuild a clear picture of your customers before you spend more on growth: map the customer lifecycle, measure repeat rate, churn and cohort retention, estimate lifetime value and allowable CAC, and segment customers by value and behaviour.4 lessons
- 01 — Mapping your customer lifecycle and finding the stage where you lose the most customersFree preview
- 02 — Calculating churn, repeat rate and cohort retention from your own sales records🔒
- 03 — Estimating customer lifetime value and the maximum you can afford to pay for a customer🔒
- 04 — Segmenting customers with RFM and value tiers so you know whom to grow, keep, win back or let go🔒
Module 2 — Acquiring the right customers at a cost you can affordWin customers who stay, at a cost you can afford: measure fully loaded CAC and payback by channel, choose and test channels with clear rules, design first-purchase offers that attract repeat buyers, and build a referral programme your best customers use.4 lessons
- 05 — Measuring fully loaded CAC and payback period for every acquisition channel🔒
- 06 — Choosing, testing and scaling acquisition channels with a fixed budget and clear kill rules🔒
- 07 — Designing first-purchase offers that attract repeat buyers instead of one-time bargain hunters🔒
- 08 — Building a referral programme your best customers actually use🔒
Module 3 — Onboarding and customer experience that earn the second purchaseEarn the second purchase through the experience you deliver: onboard new customers to first value fast, map and fix the moments of truth, set service standards and complaint recovery, and build a steady flow of feedback and reviews you act on.4 lessons
- 09 — Designing onboarding that gets every new customer to first value within days🔒
- 10 — Mapping moments of truth and redesigning the three touchpoints that cost you the most customers🔒
- 11 — Setting service standards and a complaint recovery process that keeps unhappy customers buying🔒
- 12 — Collecting reviews and customer feedback systematically, and acting on what they tell you🔒
Module 4 — Loyalty, win-back, CRM and your retention planDesign loyalty programmes that pay back, win back lapsed customers, automate retention with a simple CRM, and plan the next 90 days from a combined dashboard.4 lessons
- 13 — Loyalty and membership programmes that pay for themselves🔒
- 14 — Win-back campaigns: bringing lapsed customers back profitably🔒
- 15 — CRM segmentation and simple automation for retention🔒
- 16 — Retention metrics dashboard and your 90-day growth plan🔒
Applied practice, case studies and revisionWorked scenarios, common mistakes and a timed mock3 lessons
- Customer acquisition and retention: worked case studies and applied scenarios🔒
- Customer acquisition and retention: common mistakes, misconceptions and self-check Q&A🔒
- Customer acquisition and retention: revision sheet and self-test with answer key🔒
Deep-dive units — Advanced practiceEight advanced units applying Customer Acquisition & Retention to root causes, metrics, customer insight, systems, tools, compliance, team capability and scaling.8 lessons
- Root-Cause Diagnosis of Customer Acquisition and Retention Results🔒
- Customer Acquisition and Retention Metrics: Leading Indicators and Your Own Benchmarks🔒
- Low-Cost Customer Insight for Acquisition and Retention🔒
- Turning What Works into a Repeatable Customer System🔒
- Choosing Technology and AI Tools for Customer Acquisition and Retention🔒
- Risk, Compliance and Ethics Checkpoints in Customer Acquisition and Retention🔒
- Customer Team Capability: Ownership of Acquisition and Retention, Training, Incentives🔒
- Scaling Customer Acquisition: Growth Readiness Test and Kill Rules🔒
Assignments and self-assessmentFour practical assignments that apply Customer Acquisition & Retention to your own business, plus a 15-point readiness self-assessment.5 lessons
- Assignment 01 — Baseline and diagnosis for your business🔒
- Assignment 02 — Apply the core method to one live problem🔒
- Assignment 03 — Build your template or system🔒
- Assignment 04 — 30-day implementation review🔒
- Assignment 05 — Self-assessment: 15 questions to test your readiness🔒
Practice Lab — Build your customer growth engineFour labs covering customer economics, a channel test, onboarding and win-back sequences, and a 90-day retention plan.4 lessons
- Practice 01 — Customer economics and segments🔒
- Practice 02 — Channel test and first-purchase offer🔒
- Practice 03 — Onboarding and win-back sequences🔒
- Practice 04 — Capstone: retention dashboard and 90-day plan🔒
Programme guide — Plan, decide and reviewStudy plan, decision framework, accuracy protocol and the 30-day review.4 lessons
- Programme guide 01 — Map, outcomes and study plan🔒
- Programme guide 02 — From concepts to decisions🔒
- Programme guide 03 — Accuracy: verifying rules and figures🔒
- Programme guide 04 — 30-day review and next steps🔒
Unlock all 47 lessons with 12-month access and the AI Business Tutor.
Enrol now · ₹12,999Before you choose a programme
Which programme should I choose?
Choose a focused programme for one defined business problem. Consider Growth Partner when you need to work across several business functions over the year. The free Business Diagnostic and the Business Counsellor can help you narrow it down.
How do I pay and when does access start?
Click Enrol now on any programme, sign in or create your free Business LMS account, and pay the one-time fee on the company checkout through ICICI Bank’s secure page. Access activates automatically after ICICI Bank confirms the payment — usually within minutes. If the bank's confirmation is delayed, support helps. Payments are collected by Lex Orbis Education (OPC) Private Limited.
Can I pay in instalments or EMI?
ZELVU Business does not offer instalments or EMI: every programme fee is paid in full, upfront. If you would like a bank or NBFC to finance the fee, apply on the Fees & Bank Financing page. The lender assesses your application, completes KYC and shows its own loan terms before you sign; if it approves, it pays ZELVU the full programme fee, your programme unlocks for its full access period, and you repay the lender under its agreement. Approval is the lender's decision and is not guaranteed.
Is this a subscription or a loan?
Neither. Every fee is a one-time complete programme fee with a fixed access period and no automatic renewal. ZELVU Business is not a lender: if a bank finances your fee, the loan is between you and the lender, on its terms. The programme fee is the same either way.
How does the 3-day free trial work?
Create a free account and explore the Business LMS, reading material, AI tutor and tools for 3 days with no payment details. One trial per account. The trial does not create a paid enrolment and nothing is charged when it ends.
What is the difference between learning pace and access period?
The learning pace (shown on each programme page) is the guided schedule for finishing the lessons and implementation tasks. Access is 12 months from activation, so you can revisit the material and tools well after you finish.
Can I get help choosing without paying?
Yes. Use the free diagnostic, ask the Business Counsellor, or send an enquiry and choose Admission updates. An enquiry never reserves a place or charges anything.
Are revenue, customers or funding guaranteed?
No. These are educational and business-support programmes. Outcomes depend on your business, implementation and market conditions. AI guidance can be wrong and does not replace regulated professional advice.
Need help choosing?
Run the Business Diagnostic if you are not sure which pathway matches the current constraint. If your needs move across several functions, compare the Growth Partner 12-month all-access programme.
One-time fee
₹12,999