Measuring Brand Impact: Track Loyalty And Revenue Growth

Measuring Brand Impact: Track Loyalty And Revenue Growth

This course is part of Brand-Driven Sales: Influence Buyers And Grow Revenue Specialization

Instructor: The Expert Academy

Access provided by Guyana Online Academy of Learning - GOAL

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Explain how brand equity and customer perception influence sales performance.
Identify practical metrics for tracking brand experience, loyalty and revenue impact.
Analyse how customer journey touchpoints shape trust, satisfaction and buying behaviour.
Use CRM insight to strengthen customer relationships, retention and loyalty.

Skills you'll gain

Tools you'll learn

Customer Relationship Management (CRM) Software

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

7 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the Brand-Driven Sales: Influence Buyers And Grow Revenue Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

This course helps sales, marketing and customer experience professionals understand how to measure the commercial impact of brand-led activity. You will explore how brand equity, customer perception, journey touchpoints, CRM insight and customer-centric sales strategies can reveal whether a brand is strengthening trust, loyalty and revenue performance.

The course begins by examining how brand equity connects with buyer confidence, perceived value and sales outcomes. You will consider how awareness, trust, loyalty and advocacy can be tracked through customer feedback, sales data and practical performance indicators. As the course progresses, you will explore how customer journey mapping can reveal the moments that shape brand experience and buyer confidence. You will then examine how CRM strategies help organisations understand customer behaviour, personalise communication, improve retention and support more consistent brand-led sales activity. The course concludes by focusing on customer-centric sales strategy. By the end of the course, you will be able to connect brand impact measurement with customer experience, loyalty, retention, upselling, cross-selling and long-term revenue growth.

This text-only module introduces the core measurement concepts needed to connect brand strength with sales performance. You will explore how brand equity, customer perception, awareness, trust, loyalty and advocacy can influence buyer behaviour and revenue outcomes. By examining practical ways to track brand impact through customer feedback, sales data, CRM insight and performance indicators, you will learn how to evaluate whether brand-led sales activity is improving customer confidence, supporting conversion, strengthening retention and contributing to measurable commercial growth.

What's included

6 readings1 assignment

6 readingsTotal 60 minutes

Lesson Descriptions: Measuring Brand Equity And Revenue Impact10 minutes
Worksheets: Measuring Brand Equity And Revenue Impact10 minutes
Reading 1: Understanding Brand Equity In Sales10 minutes
Reading 2: Connecting Customer Perception To Sales Performance10 minutes
Reading 3: Tracking Brand Impact Across The Sales Journey10 minutes
Reading 4: Using Brand Metrics To Support Revenue Growth10 minutes

1 assignmentTotal 30 minutes

Brand Impact Measurement Knowledge Check30 minutes

This module explores how customer journey mapping helps organisations understand the experiences, expectations and touchpoints that shape brand perception. You will examine how customers move through different stages of awareness, consideration, purchase and post-purchase engagement, and how each interaction can influence trust, satisfaction and loyalty. By understanding how to map customer journeys effectively, you will learn how to identify gaps, improve customer experience and strengthen the link between brand delivery and sales performance. ,

What's included

6 videos2 readings2 assignments

6 videosTotal 23 minutes

Introduction3 minutes
Preparing to Map the Customer Journey3 minutes
The Customer Journey Mapping Workshop5 minutes
How to Design Your Customer Journey Map4 minutes
How to Use the Customer Journey Map to Identify What Changes to Make4 minutes
Delivering Change5 minutes

2 readingsTotal 20 minutes

Lesson Descriptions: Customer Journey Mapping And Brand Experience10 minutes
Project: Map Your Own Customer Journey10 minutes

2 assignmentsTotal 60 minutes

Applying Customer Journey Mapping Strategies30 minutes
Customer Journey Mapping Knowledge Check30 minutes

This module focuses on how CRM strategies can help organisations understand customers, strengthen relationships and improve sales performance. You will explore how customer data, segmentation, communication history and behavioural insight can support more relevant interactions across the sales journey. By examining how CRM systems connect customer experience with loyalty and revenue growth, you will learn how to use CRM insight to personalise communication, improve retention and support more consistent brand-led sales activity. ,

What's included

17 videos15 readings2 assignments

17 videosTotal 95 minutes

Introduction3 minutes
What It Is And What It Isn't3 minutes
Why It's So Important And How So Many Businesses Get It Wrong8 minutes
The 7 Key Ingredients Of Maximising Your Customer Relationships5 minutes
Introducing The MCR Model4 minutes
How Do Your Relationships 'Measure Up'?2 minutes
Review And Refocus Your Approach To Customers14 minutes
Developing Your Plan1 minute
Do You Really Know Your Customers?9 minutes
How To Get To Know Them: Some Simple Steps6 minutes
Establish Ties That Bind2 minutes
Get Personal7 minutes
Create Dialogue Not Diatribes12 minutes
Educate Your Customers And Add Value5 minutes
Maximise Opportunities: Your Options1 minute
Getting Them To Spend More6 minutes
Customers As An Extra Resource6 minutes

15 readingsTotal 150 minutes

Lesson Descriptions: CRM Strategies For Sales And Loyalty10 minutes
Toolkit 1. 12 Mistakes Assessment Toolkit10 minutes
Toolkit 2. 7 Key Ingredients Of MCR Toolkit15 minutes
Toolkit 3. Measure Your Relationships Toolkit10 minutes
Toolkit 4. The 10 D's E-Book10 minutes
Toolkit 5. 'How Well Do You Know Your Customers?' Assessment Tool10 minutes
Toolkit 6. How To Find Out What Your Customers Think Toolkit10 minutes
Toolkit 7. 'Are You Giving The Best To' Assessment Tool10 minutes
Toolkit 8. Get Personal 3D Ideas Toolkit5 minutes
Toolkit 9. Create Dialogue 3D Ideas Toolkit10 minutes
Toolkit 10. Educate And Add Value Toolkit10 minutes
Toolkit 11. Get Customers To Spend More Toolkit10 minutes
Toolkit 12. Customers As An Extra Resource Toolkit10 minutes
Toolkit 13. MCR 3D Action Plan10 minutes
Project: Develop Your Maximising Customer Relationships (MCR) Plan10 minutes

2 assignmentsTotal 40 minutes

Applying CRM Strategies To Strengthen Customer Relationships10 minutes
CRM Strategies And Customer Relationship Management Knowledge Check30 minutes

This module explores how customer-centric sales strategies support retention, loyalty and long-term revenue growth. You will examine how sales professionals can use customer needs, engagement insight and relationship-building approaches to create value beyond the initial sale. By understanding how retention, upselling, cross-selling and customer success contribute to commercial performance, you will learn how to build sales strategies that reinforce brand trust, deepen customer relationships and support sustainable growth. ,