Center for Customer-Based Execution & Strategy
MISSION
The center enables research scholars to develop cutting-edge, peer-reviewed research practices and insights related to customer-based strategy. Its mission is to share these research-driven insights with both for-profit and non-profit organizations, aiming to enhance customer value, employee engagement, and shareholder returns.
Ultimately, the center seeks to re-imagine strategy planning and execution in organizations. In this process, the center can examine, inform, and improve traditional strategy planning that often lacks a customer focus and shows little or no correlation with financial performance.
About the Center
We are home to exceptional young scholars in strategy, marketing, organizational behavior, finance, and operations. The Center for Customer-Based Execution & Strategy leverages strong connections in key industries—such as energy, healthcare, education, and technology—to benefit the community. Our goal is to unite diverse business disciplines to improve strategy, customer value, employee engagement, and overall performance.
Upcoming Events
PAST EVENTS
BREAKFAST AND MASTERCLASS: “NET PROMOTER SCORE: FACT AND FICTION IN STRATEGY PLANNING”
At a recent masterclass at the Ion, Professor Vikas Mittal challenged the common belief that Net Promoter Score (NPS) is the best way to measure customer loyalty. Hosted by Rice Business Executive Education and sponsored by C-CUBES, the session explored why NPS can be misleading and introduced better alternatives, like the Customer Value Index (CVI) and the American Customer Satisfaction Index (ACSI). These tools offer a clearer picture of what drives customer satisfaction and business success, helping companies make smarter, more effective decisions.