Companies and organizations face constant pressure to produce better results. They can either grow top-line sales through customer acquisition and retention and/or find a more profitable customer mix to improve the bottom line. This is where the Center for Excellence in Brand & Customer Management at the Robinson College of Business can make a difference.

Through extensive research, we have learned that the key marketing metric every company should focus on when managing customers is Customer Lifetime Value. In simple terms, CLV is a formula that helps a company determine a dollar value per customer during the expected lifetime of the relationship. A surprising result from our research shows that customer profitability is not highly correlated with long-term customer retention. In fact, often it can be shown that the most loyal customers are not the most profitable ones. The question then is, which ones are? We also help companies with their brand management using sophisticated marketing-mix models and assess their current situation through rigorous data analysis.

From this knowledge base, we work with firms to identify a specific strategy and action plan to better manage their brands and customer profit. In addition, we offer Brand & Customer Management education with hands-on workshops and real-world case studies through Robinson Executive Programs. We also provide students with a rich curriculum in this discipline, making Robinson a leading business school in marketing.