Role-Based Programme
RB1187

AI for CRM, Email & Lifecycle Marketing

Advanced Personalisation, Customer Journeys & Retention Growth

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Duration
32 Hours
Level
Advanced
Delivery
Instructor-Led
Format
Capability Development

Programme Objectives

  • Develop advanced capability to apply AI across CRM strategy, email marketing, customer segmentation, journey design, personalisation, retention, and lifecycle growth.
  • Use AI-assisted customer and behavioural analysis to identify segments, engagement patterns, lifecycle stages, churn risks, and growth opportunities.
  • Apply AI to create triggered journeys, personalised communications, nurture programmes, onboarding flows, retention campaigns, and re-engagement strategies.
  • Use AI-assisted analytics to improve engagement, conversion, repeat purchase, retention, customer lifetime value, and campaign efficiency.
  • Build responsible AI-enabled CRM and Lifecycle Marketing workflows with strong consent, privacy, data governance, brand control, and human oversight.

Tools covered

Generative AI AssistantsCRM IntelligenceCustomer SegmentationLifecycle AnalyticsEmail Content GenerationPersonalisation SupportJourney MappingCampaign AutomationLead & Customer ScoringRetention AnalysisChurn IntelligenceA/B TestingCustomer Data AnalysisWorkflow AutomationAI Agents

Who should attend

  • CRM Marketing Managers
  • Email Marketing Managers
  • Lifecycle Marketing Managers
  • CRM Executives
  • Email Marketing Specialists
  • Customer Marketing Professionals
  • Retention Marketing Professionals
  • Marketing Automation Professionals
  • Growth Marketing Professionals
  • Customer Engagement Professionals
  • Loyalty Marketing Professionals
  • Digital Marketing Professionals
  • Campaign Managers
  • Marketing Analysts
  • Marketing Leaders Responsible for Customer Retention & Lifecycle Growth

Prerequisites & Participant Readiness

  • Experience in CRM, email marketing, digital marketing, retention, customer engagement, or marketing automation
  • Familiarity with customer databases, campaign journeys, segmentation, email metrics, and lifecycle stages
  • Basic awareness of Generative AI and common business applications
  • Comfort working with customer, behavioural, campaign, and performance information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, predictive concepts, automation, and AI agents
  • Exploring AI applications across segmentation, personalisation, email, retention, and lifecycle management
  • Distinguishing AI-assisted CRM from traditional rules-based marketing automation
  • Understanding hallucinations, data quality, privacy, and human accountability
Practical activities
  • Mapping AI opportunities across the customer lifecycle
  • Identifying activities suitable for augmentation, automation, or continued human ownership
  • Creating an AI opportunity map for CRM and Lifecycle Marketing teams

Scenarios

New Customer to Retention & Loyalty Journey

Customer Acquisition → Onboarding → Activation → Engagement → Personalised Communication → Repeat Purchase → Loyalty → Advocacy

Participants use AI to design an end-to-end customer lifecycle programme, develop personalised email and CRM journeys, define behavioural triggers, and create measurable retention and loyalty outcomes.

Rising Churn to Customer Recovery Strategy

CRM Data → Engagement Decline → Churn Signals → Segment Analysis → Risk Scoring → Retention Journey → Win-Back Campaign → Performance Measurement

Participants use AI to analyse declining customer engagement, identify churn-risk segments, create targeted retention and win-back journeys, and establish a measurable recovery framework.

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