Customer loyalty is usually measured by how people feel about a brand, but real loyalty shows up in how people behave.
This session reframes brand loyalty as a behavioral outcome and focuses on what it takes to retain customers: the metrics that actually signal loyalty, and how to use that data to build smarter campaigns and customer journeys. Measure loyalty by behavior, prioritize the metrics that matter for retention, and act on them to keep more of your customers.
You’ll learn how loyalty is created and earned, from the inherited loyalty we grow up with to the elements marketers can actively build, and how to turn loyal customers into repeat buyers and advocates.
JOIN US: October 22, 2026 | 10:00 a.m. – Noon CT
Purchase 3 or more tickets for your group or team and save 10%.
Key Takeaways:
- Measure loyalty by what customers actually do, not just how they feel Identify the behavioral metrics that signal retention and prioritize them over vanity metrics
- Segment customers by behavior to build more relevant campaigns and journeys
- Recognize how loyalty is created and earned, and where you can actively build it
- Turn your most loyal customers into repeat buyers and advocates
Who Should Attend?
- Retention, loyalty, and CRM marketers who own repeat purchase, churn, or lifecycle programs and need to prove what actually keeps customers coming back.
- Brand and customer marketers looking to move beyond awareness and connect their work to retention and long-term customer value.
- Customer experience and lifecycle managers who design or influence the customer journey and want to build the moments that turn buyers into repeat customers.
- Marketing analysts and data-focused marketers who track loyalty metrics and want to translate behavioral data into campaigns and segmentation.
- Marketing managers and directors in retail, hospitality, financial services, and CPG who set retention strategy or manage the budget behind it.
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
The best AMA Membership bundle
Non-members that purchase this training will receive details to redeem a FREE 1 year AMA Membership (value $199).
This is the best deal to save on future trainings, exclusive content and tools, and access to AMA networking communities.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
October 22, 2026 | 10:00am - 12:00pm Central Time
- Defining brand loyalty
- Metrics that actually matter
- How loyalty is created
- Activating nd retaining loyal customers
Madeline Kronfeld
Director, Lifecycle Marketing Communications at Choice Hotels, InternationalMadeline Kronfeld is the Director of Loyalty Marketing Communications at Choice Hotels International, where she leads the strategy and execution for the loyalty program’s email marketing efforts.
With over a decade of experience spanning financial services, higher education, and technology, Madeline’s marketing philosophy centers on understanding the full customer journey, using audience segmentation, personalization, and content strategy to create meaningful, measurable results that connect with people and drive performance.
She holds an MBA in Marketing from American Military University and a BA in Communications/Journalism from Shippensburg University.
What’s Included?
- 2 hours of live instruction and hands-on activities starting at 10:00 a.m. Central Time
- Interactive Q&A
- Resources, tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- Retention, loyalty, and CRM marketers who own repeat purchase, churn, or lifecycle programs and need to prove what actually keeps customers coming back.
- Brand and customer marketers looking to move beyond awareness and connect their work to retention and long-term customer value.
- Customer experience and lifecycle managers who design or influence the customer journey and want to build the moments that turn buyers into repeat customers.
- Marketing analysts and data-focused marketers who track loyalty metrics and want to translate behavioral data into campaigns and segmentation.
- Marketing managers and directors in retail, hospitality, financial services, and CPG who set retention strategy or manage the budget behind it.
Can’t Attend Live But Want the Information?
We will send a link to the recording and resources within one business day of the event to registrants! Access will be available for three months.