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Customer Retention Strategies for Winning in Critical Times

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When times get tough, loyal customers keep you alive. This programme equips you with the strategies, tools, and agility to retain customers, strengthen loyalty, and sustain growth in any economy.
The Customer Retention Strategies for Winning in Critical Times Programme is designed for sales and marketing managers responsible for driving customer engagement and business continuity in volatile markets. It is ideal for brand managers, channel managers, advertising practitioners, and key account or customer relationship managers across FMCGs, telecommunications, banking, and retail. Participants typically work in environments where customer loyalty, resilience, and agility are critical to sustaining performance.
Hybrid Programme
Lagos
Programme Date
Sep 18, 2026 (2 days)

Programme Fee

₦750,000 (Excluding VAT)
Hybrid Programme
Lagos
APPLY NOW
Download Brochure
Hybrid Programme
Lagos

Programme Date

Sep 18, 2026 (2 days)
Hybrid Programme
Lagos
Programme Fee
750,000
APPLY NOW
Download Brochure

Programme Overview

Succeeding in today’s highly challenging Nigerian business environment requires more than technical skill; it demands strategic agility, deep customer insight, and the ability to make sound decisions under pressure. This programme helps managers and business leaders interpret market shifts, gather intelligence, and design strategies that sustain growth even in turbulent times. Through lectures, role-plays, and practical case studies, participants gain hands-on exposure to proven marketing and sales initiatives that have succeeded during periods of crisis.

The programme also explores why retention has become more critical than acquisition in the current economic climate. As organisations face rising costs, unpredictable customer behaviour, weakened loyalty, and relentless competition, leaders must build resilient teams and reposition their organisations with confidence. Participants learn how to strengthen customer relationships, harness loyalty drivers, and adapt commercial strategies to shifting realities, equipping them to retain high-value customers and navigate critical times with clarity and control.

Key Learning Outcomes
Identify tools and channels for actively engaging customers in high-pressure environments.
Apply strategies for handling difficult customers, gathering intelligence, and understanding buyer behaviour in a critical economy.

Build organisational agility and strengthen loyalty across employees, customers, and partners.

Hybrid Programme
Programme Date
Sep 18, 2026 (2 days)
Programme Fee
₦750,000 (Excluding VAT)
APPLY NOW
APPLY NOW
Download Brochure
Economic Context & Market Challenges

  • Nigeria’s Economic Outlook overview: implications for marketers

  • Issues and challenges in sales and marketing in Nigeria during critical times

Evolving Consumer Behaviour & Market Models

  • Emerging trends in buying and selling models to enhance productivity

  • Identify, evaluate, and understand the stages of the customer retention program

Digital Enablement for Sales & Retention

  • Using digital marketing to enhance sales in critical times

Sustainable Growth & Customer Retention Strategies

  • Proven strategies for winning and retaining customers

  • Roadmap for sustained marketing

Professor Louis I. Nzegwu

Prof. Louis Ifeanyi Nzegwu is a Professor of Marketing at Lagos Business School with over three decades of academic and professional experience. Before joining LBS, he spent more than 20 years at the University of Wisconsin–Platteville, where he served as Professor of Marketing and Executive Director of the International Business Resource Center. He previously taught at Alcorn State University and held visiting professorships at institutions in the U.S. and Rwanda.

He teaches a wide range of marketing courses, including Sales Management, Marketing Management, Pricing, Marketing Research, and Global Marketing. Prof. Nzegwu holds a Doctorate in Business Administration, an MBA, an M.Ed., and an MSc in Agricultural Economics. His research spans marketing strategy, product development, market entry, consumer behaviour, and sales enablement. He has served on multiple editorial and advisory boards and is an Emeritus Professor of Marketing in the U.S. as well as a fellow of the National Institute of Marketing of Nigeria.

Professor Uchenna Uzo

Prof. Uchenna Uzo is the Faculty Director at Lagos Business School, where he has been a member of the faculty since 2002. He holds a B.Sc. and M.Sc. in Sociology from the University of Lagos, as well as a Master of Research in Management and a PhD in Management from IESE Business School, Barcelona.

He teaches Marketing Management, Personal Selling, Sales, and Channel Management, and his research and consulting work cut across multiple industries, with a strong focus on retail marketing, sales, and distribution channel management. Prof. Uzo serves on the board of a retail marketing company and has authored several case studies and book chapters. His academic work has appeared in leading journals, and one of his case studies won the 2013 EFMD Case Writing Competition in the African Business Cases category. He is also a member of the Lagos Business School Management Board.

Professor Louis I. Nzegwu

Prof. Louis Ifeanyi Nzegwu is a Professor of Marketing at Lagos Business School with over three decades of academic and professional experience. Before joining LBS, he spent more than 20 years at the University of Wisconsin–Platteville, where he served as Professor of Marketing and Executive Director of the International Business Resource Center. He previously taught at Alcorn State University and held visiting professorships at institutions in the U.S. and Rwanda.

He teaches a wide range of marketing courses, including Sales Management, Marketing Management, Pricing, Marketing Research, and Global Marketing. Prof. Nzegwu holds a Doctorate in Business Administration, an MBA, an M.Ed., and an MSc in Agricultural Economics. His research spans marketing strategy, product development, market entry, consumer behaviour, and sales enablement. He has served on multiple editorial and advisory boards and is an Emeritus Professor of Marketing in the U.S. as well as a fellow of the National Institute of Marketing of Nigeria.

Professor Uchenna Uzo

Prof. Uchenna Uzo is the Faculty Director at Lagos Business School, where he has been a member of the faculty since 2002. He holds a B.Sc. and M.Sc. in Sociology from the University of Lagos, as well as a Master of Research in Management and a PhD in Management from IESE Business School, Barcelona.

He teaches Marketing Management, Personal Selling, Sales, and Channel Management, and his research and consulting work cut across multiple industries, with a strong focus on retail marketing, sales, and distribution channel management. Prof. Uzo serves on the board of a retail marketing company and has authored several case studies and book chapters. His academic work has appeared in leading journals, and one of his case studies won the 2013 EFMD Case Writing Competition in the African Business Cases category. He is also a member of the Lagos Business School Management Board.

The Admission Process

Begin your path to professional and personal growth with our straightforward enrollment process.

1. Click on the Apply Now button.

2. Select the number of participants to enroll on the programme and then fill in your detials.

3. Request for an invoice or make an instant payment via our secured payment gateway.

4. Upon confirmation of payment, a programme manager will get in touch with you at least three days before the programme commences.

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Customer Retention Strategies for Winning in Critical Times