Marketing: Understanding Customer Centricity and Retention

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Ajay Sirsi, marketing professor in the Schulich School of Business at York University and the facilitator of the Schulich Executive Education Centre 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.

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