How long does this certification take?

The programme is 11 Weeks and can be completed at your own pace through our self-paced online option, or alongside live virtual sessions.

Is this certification globally recognised?

Yes. GLI certifications are internationally recognised and carry CPD credits, making them valuable for career advancement worldwide.

What level is this certification?

This is a Advanced Level certification, suitable for professionals with relevant experience or background in the field.

You can enrol by emailing info@certifications.ac, contacting us via WhatsApp at +254 722 223 084, or filling the enrolment form below.

Certified Sales & Customer Retention Specialist in Ireland

Q: What is the Certified Sales & Customer Retention Specialist?

The Certified Sales & Customer Retention Specialist is a globally recognised professional certification by the Global Leadership Institute (GLI), designed to equip professionals with advanced competencies in Sales & Marketing.

Executive Summary

Certified Sales & Customer Retention Specialist

Designed for today’s high-impact professionals, the Certified Sales & Customer Retention Specialist (SCRS) delivers a rigorous Advanced-level curriculum that equips participants with the knowledge, tools and frameworks needed to excel in marketing strategy, brand management and sales performance.

This 11 Weeks programme is structured around recognised marketing, brand and sales professional standards, ensuring every graduate applies internationally validated methods to real-world challenges.

GLI’s SCRS holders are recognised by leading organisations across Africa, the Gulf, Europe and the Americas as qualified, results-driven professionals. Whether you are advancing your current career or transitioning into new responsibilities, this certification provides the competitive edge you need in 2026 and beyond.

Programme Overview

Certification at a Glance

Certification

Certified Sales & Customer Retention Specialist

Acronym

SCRS

Who Should Enrol?

Sales and Marketing Executives
Brand and Product Managers
Business Development Professionals
Account and Media-Relations Managers

Programme Inclusions

Everything Included in Your Enrolment

All study materials and study guide
Access to GLI online learning portal
Online examination and assessment
Digital certificate and digital badge
Physical certificate (shipped to you)
CPD credits for professional bodies
GLI alumni network membership
Facilitator and tutor support
Resource downloads and reference library
Automatic enrolment confirmation

Certification Benefits

Why This Certification Matters for Your Career

Career Advancement

Accelerate your career towards senior marketing, sales and commercial leadership roles

Professional Recognition

Credential aligned with recognised marketing, brand and sales professional standards

Operational Excellence

Apply world-class frameworks to improve performance and outcomes

Strategic Thinking

Develop the analytical and strategic skills demanded at the executive level

Compliance Readiness

Master the standards, compliance and ethical governance central to marketing strategy

Global Employability

Qualify for marketing strategy roles across brands, agencies, corporates and growth-stage enterprises worldwide

Competency Framework

Core Competencies You Will Develop

✦Marketing Strategy, Segmentation and Positioning

✦Brand Management and Integrated Communications

✦Sales Process, Pipeline and Account Management

✦Digital Marketing, Content and Campaigns

✦Customer Insight, Analytics and Growth

✦Professional Ethics and Governance

Course Curriculum

Programme Modules

Click any module to explore the detailed curriculum topics included in this certification.

Foundations and Strategic Context of Certified Sales & Customer Retention Specialist

Certified Sales & Customer Retention Specialist: industry context, trends and professional standards
Marketing and sales: scope, roles and value
The marketing concept and customer orientation
The marketing mix and the 7 Ps
Buyer behaviour and the customer journey
The sales function and revenue engine
Aligning marketing and sales (smarketing)
Professional standards and ethics
Digital disruption and modern go-to-market
Brand and reputation as strategic assets
Career pathways and professional development

Mapping the Real Journey

Customer journey mapping and service design
Complaint handling and service recovery
Segmentation, targeting and the useful segment
Customer retention, loyalty and lifetime value
Brand, reputation and communications
Commercial ethics and responsible selling
Market research and customer insight methods
Campaign planning and the content calendar
Digital channels and performance marketing economics
Negotiation and closing commercial deals
Key account management and account planning
Tenders, proposals and the bid decision
Launching a product into a market
Managing distributors and channel partners
CRM, sales operations and data discipline

Moments That Decide Satisfaction

Customer journey mapping and service design
Complaint handling and service recovery
Customer retention, loyalty and lifetime value
Service standards, levels and measuring service
Voice of the customer and acting on feedback
Expanding into regional and export markets
Value proposition and differentiation
Pricing, price architecture and discounting
Route to market and channel design
The sales pipeline and forecasting discipline
Consultative selling and understanding the buyer
Marketing measurement and attribution

Designing Recovery

Complaint handling and service recovery
Customer journey mapping and service design
Commercial ethics and responsible selling

Retention, Loyalty and Value

Customer retention, loyalty and lifetime value
Marketing measurement and attribution
Customer journey mapping and service design

Proposition and Experience Together

Value proposition and differentiation
Brand, reputation and communications
Customer journey mapping and service design

Measuring Experience Honestly

Marketing measurement and attribution
Customer retention, loyalty and lifetime value
Complaint handling and service recovery

Change and Adoption

Digital transformation strategy
Measuring digital transformation impact
Incident, problem and change management
Digital transformation roadmaps
Goal setting and behavioural change in coaching
Change management and adoption
Training and change management
Learning transformation and modernisation
Sustaining transformation and benefits
Measuring learning transformation impact
The finance function and digital transformation
Procurement transformation and operating models
Security transformation and modernisation
Technology adoption and integration
Measuring security transformation impact

People and Incentives

Employee voice, surveys and action planning
Employee and manager self-service
Workforce reporting and storytelling with data
Cost of workforce and ROI of HR interventions
Workforce planning and the capability gap
Employee relations, discipline and fair process
Employee engagement and what actually drives it
Innovation culture, incentives and psychological safety
Integrated and sustainability reporting
Talent, succession and workforce learning
Digital HR and the employee experience platform
Future of work and workforce transformation
Customer (employee/manager) satisfaction
Employer branding and employee value proposition (EVP)
Data protection and employee privacy

Sustainability

Responsible and sustainable governance
ESG principles and frameworks
Sustainability strategy and materiality
Environmental governance and climate risk
Governance of ESG and reporting
Sustainability standards (GRI, ISSB)
Reporting quality and governance
Sustainability and environmental duty
Environmental management systems (ISO 14001)
Environmental legal compliance
Sustainability and climate responsibility
Integration with quality and environment
Supply markets and the enabling environment
Sustainability and responsible sourcing
Sustainable procurement principles and standards

Learning and Research

Lessons learned and knowledge management
Forecasting and planning
Complaint data and learning
Cognitive load and learning science
The learning and development profession
Learning strategy and business alignment
Learning cultures and the learning organisation
Digital learning strategy
Innovation and experimentation in learning
Skills-based and continuous learning
Scaling learning across the organisation
Leading the learning function
Training needs analysis and learning strategy
Instructional design and blended learning
Knowledge management and capability building

Markets and Customers

Voice of the customer programmes
Reducing customer effort
Customer effort and sentiment analysis
CRM systems and customer data
Customer service technology stack
Social media customer care
Unified customer view
Customer loyalty and advocacy
Customer lifetime value
Voice of the customer to the business
Team leadership in customer service
Customer expectations and satisfaction
The customer experience (CX) discipline
Ethics and fair customer treatment
Service culture and brand promise

Selling Practice

Key account management
Comparable sales analysis and market evidence
Listing, marketing and selling property
Property viewings, offers and negotiation to close
Proposal development and donor reporting
The vehicle sales process from enquiry to delivery
Retail performance metrics: sales densities, conversion and basket
Data visualisation for finance
Management accounts and dashboards
Decision support and insight
Complaints, accountability and fitness to practise
Negotiation tactics and behaviours
Sales forecasting
Accountability and follow-through
Negotiation and conflict management

Customer Experience

Customer success and retention
Customer experience and journey mapping
Customer service and experience principles
Journey and process redesign
Complaints, redress and accountability
Prioritising experience investments
Customer and journey analysis
Designing a service or experience improvement
Customer experience strategy
Customer journey mapping
Relationship management and retention
Interaction and experience design
Journey management and tracking
Policy administration and customer service in insurance
Destination, venue and experience products

Digital Channels

Innovation and technology investment
Process automation and workflow
Psychodynamic and psychoanalytic approaches
Digital permits and inspections
Automation and safety technology
Professional roles, boundaries and settings
Digital transformation and IT strategy
Digital procurement and the future of the profession
Digital procurement roadmaps
Bancassurance and digital insurance models
Social media management: platforms, communities and algorithms
Digital, mobile and internet banking
Digital disruption and the future of banking
Digital transformation in banking
Branch-to-digital migration

Evidence and Analytics

Influencing and presenting insights
Data ethics and customer privacy
Service quality and turnaround metrics
Data protection and customer privacy
Data, analytics and customer insight
Data analytics in audit
Evidence, judgement and scepticism
Metrics and reporting
Data migration and cleansing
Applicant tracking systems and recruitment analytics
Cost, quality and cycle-time metrics
Data protection and privacy by design
Measurement and analytics for media and social campaigns
Health records, data and confidentiality
Analytical techniques and bias

Commercial Finance

Managing boundaries and dual relationships
Health financing: budgets, insurance and out-of-pocket realities
Preparing financial statements
Financial reporting frameworks (IFRS/GAAP)
Interpreting financial statements
Budget vs actual and variance
Cost and profitability analysis
Communicating financial results
Cost-benefit and investment appraisal
Project budgeting and financial control
Funding, cash flow and financing
SME lending and value-chain finance
Microfinance and group lending
Financial inclusion and agency banking
Peer support and consultation

Distribution and Supply

Supply market analysis
Supply analysis, gaps and scenario planning
Talent sourcing channels and pipelines
Procurement and supply chain: scope and value
The procurement cycle and operating models
Procurement’s contribution to organisational strategy
Public versus private procurement
Fair trade and responsible supply
Real estate marketing channels and property portals
Procurement and asset management under donor rules
Water supply systems: sources, treatment and distribution
Conflicts of interest and procurement ethics
Procurement and contract value
Procurement and contract management
Go-to-market and channel strategy

Communication

Internal communications
Corporate social responsibility communications
Presentation and public speaking
Professional report and presentation
Voice, communication and delivery
Management reporting and decision support
Board reporting and information flows
Communication strategy in change programmes
Conflict resolution and mediation
Management and board reporting
Safety communication and campaigns
Environmental monitoring and reporting
Incident reporting and record-keeping
Record-keeping and data protection
Toolbox talks and safety communication

Leadership and Teams

Duty of care and risk management
Practice management systems
Working with referrers and multidisciplinary teams
Collaboration and teamwork
Project management standards (PMI, PRINCE2)
Project roles and the project manager
Stakeholder and sponsor management
Organisational change management
Building project management maturity
Project management maturity assessment
Value and benefits management
Leadership versus management and when each is needed
Situational and adaptive leadership
Values, purpose and authentic leadership
Resilience, wellbeing and stress management

Performance and Targets

Measuring innovation performance
Strategy execution and the balanced scorecard
High-performance team rituals and cadence
Contract performance and exit
Strategy and performance management systems
Project KPIs and performance metrics
Managing schedule and budget performance
Setting objectives and marketing KPIs
Dashboards and performance reporting
Capacity and performance management
Setting objectives, indicators and targets
Social performance and outreach
Measuring IT value and performance
Investment principles and objectives
Performance management systems and cycles

Capability Development

Creating a coaching culture
Delegating for development
Managing resistance and capability building
Category management and strategy development
Supplier development and improvement
Artificial intelligence: capability, limits and responsible use
Strategic development and long-range positioning
Real estate development and project appraisal
Attachment and developmental theory
Lessons learned and development
Wellbeing and resilience coaching
Career development and internal mobility
Talent review and succession in practice
Measuring coaching outcomes
Scaling delivery capability

Strategic Context

Learning strategy and roadmaps
Real options and strategic investment
Reward strategy and total reward frameworks
Retention strategy and turnover analysis
Wellbeing and holistic health strategy
Business model design and unit economics
Vision, mission and strategic intent
Competitive strategy and positioning
Business model design and innovation
Setting strategic priorities and choices
Strategic decision-making under uncertainty
IT strategy and business alignment
Communications strategy and planning
Category management and strategy
Competitive bidding processes

Risk and Compliance

Enterprise architecture governance
Risk, compliance and audit
Control environment and risk assessment
Process and control documentation
Governance and the three lines model
Fraud risk and controls
Control monitoring and reporting
Audit risk and materiality
Project governance and risk
Client feedback and satisfaction
Corporate governance principles and purpose
Evidence-based improvement
Compliance monitoring and enforcement
Managing risk and difficult cases
Contract types and risk allocation

Legal and Terms

Policy, planning and objectives
Legal and other requirements
Contract administration and variation
Insurance regulation and consumer protection
Vendor, venue and supplier contracting for events
Vehicle documentation, compliance and consumer protection
Driving effective, ethical outcomes
Subcontractor and supplier management
Legal responsibilities and professional bodies
Goal setting and contracting
Advocacy and policy engagement
Legal and regulatory responsibility
Legal, cost and feasibility analysis
Contractor and visitor safety
Vendor, contract and asset management

Campaigns and Projects

Designing and facilitating groups
Implementation planning and risk management
HACCP principles and prerequisite programmes
Governance of the CX programme
Leading service projects and change
Leading banking projects and change
Development banking and project finance
IT project and portfolio management
Risk-based audit planning
Tender planning and documentation
Continuous improvement of programmes
Project data, reporting and analytics
Automation in project delivery
AI and predictive project analytics
Emerging project technologies

Operations

Time-to-hire, quality-of-hire and cost metrics
Data quality, integration and master data
The HR operating model and business partnering
Psychoeducation and workshops
Design review and quality
Productivity, collaboration and workflow tools
Process improvement and lean thinking
Quality management and standards
Productivity and efficiency improvement
Data quality and master data management
Data quality and the fitness-for-purpose test
Business process mapping
The HR function: roles, operating models and value creation
Quality assurance and standards
L&D operating models and governance

Relationships and Partners

Influencer and affiliate marketing
Building strategic customer relationships
Partnering and co-creation with customers
Negotiation with clients and partners
Working with organisations on wellbeing
Partnership building and multi-stakeholder platforms
Stakeholder mapping and collaboration
Managing difficult stakeholders
Stakeholder mapping in banking
Negotiation and influencing
Relationship management and cross-selling
Managing expectations and influence
Building project relationships
Wealth, SME and corporate relationships
Stakeholder communications

Ethics and Conduct

Ethical decision-making under pressure
Ethics and responsible leadership
Professional standards and ethics (CIPS)
Ethics and professional conduct in security
Corporate responsibility and community
Real estate regulation, licensing and professional conduct
Ethics and treating customers fairly in insurance
Regulation, ethics and misinformation in media and telecoms
Ethical principles and codes of practice
Sustaining ethical, effective practice
Ethical frameworks and codes of practice
Embedding responsible business
Ethics, confidentiality and professional conduct in HR
Data ethics, privacy and responsible analytics
Ethics and duty of care

International Markets

Designing an intervention or programme
Ethical, risk and feasibility considerations
Professional case study and presentation
Evidence-based practice
Risk assessment and safety planning
Global sourcing and trade
Treatment planning and review
Transfer pricing and international tax
Cross-border data and transfers
Cross-cultural and global inclusion
Global and comparative HR contexts
Global sourcing and international trade
Managing complexity and comorbidity
Workplace and organisational contexts
Change talk and readiness

Learning Outcomes

What You Will Achieve

Establish a comprehensive understanding of Certified Sales & Customer Retention Specialist principles aligned with recognised marketing, brand and sales professional standards
Apply evidence-based methods to improve marketing strategy, brand management and sales performance
Master marketing strategy, segmentation and positioning and brand management and integrated communications
Apply sales process, pipeline and account management and digital marketing, content and campaigns in real-world settings
Lead risk management, quality and compliance relevant to your field
Design stakeholder engagement and professional communication strategies
Use data-driven decision-making and performance-measurement tools effectively
Apply internationally recognised best practice to advance your career in marketing strategy

Enrolment Process

How to Get Certified

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Work through 30 structured modules and 150 lessons at your own pace, with downloadable resources and expert-designed content — all inside the LMS.

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Sit your final examination online, earn your certificate instantly, and receive a globally verifiable Certificate ID — plus GLI Alumni Network access.

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Frequently Asked Questions

Common Questions

What is the SCRS certification?

The Certified Sales & Customer Retention Specialist (SCRS) is a Advanced-level professional certification awarded by the Global Leadership Institute (GLI). It is designed to equip professionals in marketing strategy, brand management and sales performance with practical skills, internationally recognised frameworks, and the credentials needed to advance their careers.

Who should enrol in the SCRS?

This certification is ideal for Sales and Marketing Executives, Brand and Product Managers, Business Development Professionals and Account and Media-Relations Managers, and other professionals seeking to formalise their expertise in marketing strategy, brand management and sales performance with a globally recognised credential.

How long does the SCRS certification take to complete?

The programme is structured over 11 Weeks and offers flexible learning modes. Self-paced learners can progress at their own schedule, while live virtual participants follow a structured cohort schedule with facilitator-led sessions.

Is the SCRS internationally recognised?

Yes. GLI certifications are recognised across 100+ countries and are aligned with recognised marketing, brand and sales professional standards. Graduates receive a digital certificate, a physical certificate and CPD credits recognised by employers worldwide.

What is the cost of the SCRS certification?

The Certified Sales & Customer Retention Specialist is offered in two formats: Self-Paced at USD 449 and Live Virtual at USD 649. Corporate group rates are available for organisations enrolling 5 or more participants. Contact GLI for a bespoke corporate training quotation.

What does the SCRS certification include?

Enrolment includes all study materials and study guides, access to GLI's online learning portal, online examination, digital certificate and badge, physical certificate (posted), CPD credits, GLI alumni network membership, and ongoing facilitator support.

What is the assessment format for the SCRS?

The Certified Sales & Customer Retention Specialist is assessed through an online examination consisting of multiple-choice questions, case study analysis, and practical application assignments. The assessment is designed to evaluate real-world competency, not just theoretical recall.

What CPD credits do I earn from the SCRS?

The Certified Sales & Customer Retention Specialist carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the SCRS while working full-time?

Absolutely. The self-paced option is designed for busy working professionals and allows you to study when and where it suits you. Live virtual sessions are typically scheduled in the evenings or on weekends to accommodate professional commitments.

What career outcomes can I expect from the SCRS?

Graduates progress towards senior marketing, sales and commercial leadership roles. The SCRS strengthens your expertise in marketing strategy, brand management and sales performance and positions you for advancement across brands, agencies, corporates and growth-stage enterprises.

Certified Sales & Customer Retention Specialist

Certified Sales & Customer Retention Specialist

Certification at a Glance

Who Should Enrol?

Everything Included in Your Enrolment

Why This Certification Matters for Your Career

Core Competencies You Will Develop

Programme Modules

What You Will Achieve

How to Get Certified

Common Questions

What Our Alumni Say

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