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About Us

The Brierley Institute for Customer Engagement at SMU’s Cox School of Business is the nation’s first academic institute devoted to the study of customer engagement. MBA candidates with a marketing concentration can add a specialization in Customer Engagement by taking four highly specialized electives.

The Institute introduces proven strategies for establishing and sustaining profitable customer relationships, engineering behavior change and understanding the role of that consumer psychology plays. It addresses a critical and growing business need: capturing customer attention in what Brierley has described as “a time-starved, social media-obsessed environment.”

The Institute brings the students and business community together to discuss Customer Engagement topics. The Fall 2017 event discussed the American AAdvantage program, with former American CEO Bob Crandall who launched the program in 1981 and current American CEO Doug Parker discussing the program at the outset and its current role for the world’s largest airline. The Fall 2018 event featured AMC Theaters CEO Adam Aron, GameStop CMO Frank Hamlin, and Pizza Hut CMO Zipporah Allen discussing “Customer Engagement in a World of Disruption”.

Our Fall 2019 event brought together thought leaders of leading consumer retail organizations, including Sherif Mityas, Chief Experience Office of TGI Fridays, Darshan Gad, VP of Marketing and Customer Innovation at Neiman Marcus and Frank Hamlin, EVP, Chief Customer Officer at GameStop, along with Hal Brierley, for a panel discussion on the intersection of Customer Engagement and Customer Experience, titled “CE + CX = A Winning Formula”.

The Institute also supports academic research through direct sponsorship and with its annual Professors Institute that brings professors from the nation’s top business schools together to discuss topics and research related to Customer Engagement.  To advance knowledge, the Institute will feature an annual invitation-only conference bringing scholars from top academic institutions and practitioners from well-known corporations together to develop faculty research agendas, influence curricula and solve current business challenges.

Our Mission

The Brierley Institute for Customer Engagement provides support for research, scholarship, teaching, and corporate partnership in the area of Customer Engagement, including, but not limited to Loyalty Programs, Customer Insights, and Relationship Management at the Cox School of Business at Southern Methodist University.