David Price is the CustomerFIRST Director at JCPenney. In this role, David manages the CustomerFIRST survey and insights program for JCPenney. Additionally, he coordinates the strategic planning and marketing research needs of JCPenney Stores and the Property Development groups. He is a CPA and has an MBA from University of North Texas and BBA from the University of Texas at Austin (GO HORNS!). Outside of work, David plays saxophone and keyboards several nights a week in the Dallas-based band, Soul to Soul. David has worked with SMG since the inception of the JCPenney CustomerFIRST program in 2006.