Marketing: Understanding Customer Centricity and Retention

Ajay Sirsi, marketing professor in the Schulich School of Business at York University and the facilitator of the Schulich ExecEd program, Strategic Branding in the Digital Age: Building, Communicating, and Revitalizing Your Brand, explains three concepts that customer-centric businesses focus on to secure their “share of wallet” – the amount of business a customer does and how much of it they give to you.

In this short video, one of a series, Sirsi explains the terms and how they relate to marketing and branding.

• Customer Retention
• Customer Lifetime Value (CLV)
• Customer Equity

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Strategic Branding in the Digital Age: Building, Communicating, and Revitalizing Your Brand (starting April 5, 2021) is a three-day program, delivered in the virtual classroom over five days. For more information and to register, visit the program webpage.