Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

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.

Syllabus

Measuring Brand Equity And Revenue Impact In Sales

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.

Customer Experience: Understand How To Map Customer Journeys To Improve Brand Experience

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. ,

Customer Experience: Adopt Proven CRM Strategies To Boost Sales And Loyalty

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. ,

Sales Skills: Implement A Customer-Centric Sales Strategy To Maximise Retention And Growth

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. ,