Pioneering Customer Engagement Education
The Brierley Institute holds the distinction of being the first academic institute dedicated to the study of customer engagement offering a specialized program for MBA students seeking a deeper dive into this critical area. A community of students, academics and corporate leaders, the institute examines and explores why customers engage with brands, and how that engagement drives loyalty and value. The institute introduces proven strategies for establishing and sustaining profitable customer relationships, engineering behavior change, and understanding the role consumer psychology plays. It addresses a critical and growing business need: capturing customer attention in what Hal has described as “a time-starved, social media-obsessed environment.”
“I’m enthusiastic to have Dallas and Southern Methodist University viewed as a center of excellence in customer engagement. SMU Cox stepped up to create effective curricula to teach tomorrow’s marketers the techniques essential to design and manage successful customer engagement programs.”
Hal Brierley, Benefactor and Executive-in-Residence
A Legacy of Excellence
Established in 2016 through the generous gift of customer engagement pioneer Hal Brierley, the institute offers a comprehensive MBA specialization led by esteemed faculty. We provide students with invaluable hands-on experience through corporate projects with industry-leading companies. Furthermore, the institute hosts annual events featuring faculty from top business schools around the world, fostering the exchange of knowledge and best practices that contribute to advancements in the field and ultimately, improved business performance on a global scale.
Our Mission
The Brierley Institute for Customer Engagement is committed to supporting research, scholarship, teaching, and corporate partnerships in the area of customer engagement, including, but not limited to loyalty programs, customer insights, and relationship management.