Customer Relationship Management (CRM): Communicatio...

 

Brands make big promises, but if the delivered experience falls short of the promised one, customers will be not only be dissatisfied, but may become brand detractors, sharing their negative experienc ...

In the post-credit-crisis world, consumers are wary of bank brands’ claims, and trust the recommendations of peers far more than corporate messages. Advocacy as a measure was widely ignored by financi ...

The economic crisis has transformed the way consumers view their finances. The ‘spend now, pay later’ culture has been replaced with one in which consumers are focused on saving money and paying off t ...

The banking crisis has destroyed the status and respect in which banks were held. Yet the same handful of undifferentiated bank brands continues to offer essentially the same financial products, with

In good times, as companies grow, it is all too easy for them to lose touch with their customers, without being aware of it. In times of recession the risk becomes greater and more obvious: people thi

The article discusses the problems of the airline industry in recession. There have been many failures and there will be more consolidations, but the most innovative will thrive. Successful airlines w

The article argues that if President Obama continues in government to use the same methods to involve people in politics that he developed in his presidential campaign, it will transform the worldwide

The article discusses engagement and how research is involved in it, specifically between internal decision makers and customers and between decision makers and market research. Reasons why engagement

WARC Online's US editor reports from The Market Research Event 2008 in Anaheim, California, on the approach and methodology used by research firm Synovate to help clients manage and improve customer e ...

This article summarises the book 'Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a business in today's consumer-driven world', by Pete Blackshaw (Doubleday, 2008). The boo ...

This article discusses engagement, and argues that the issue is at the foundation of all consumer consumption behaviour. Consumers want to be engaged by brands: they seek rationally and emotionally en ...

Most major brands don't know what to do with happy customers. They make it hard for customers to say 'thank you' and don't embrace customers' positive gestures. And, if they can't do that, how can the ...

Communication effectiveness research is moving away from investigations of advertising's forms, content and the degree and type of consumer involvement, to a greater focus on the process of reception ...

This article discusses how email can be used cost-effectively to manage consumer relationships, even when times get hard. The regulation of email, requiring it to be 'opt-in', led to the realisation t ...

The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers are paying more attention to ...

This article is an interview with Mike Hoban, customer and brand marketing director of Scottish Widows. Points discussed include the importance of understanding customers; 'behind-the-line' marketing ...

This article describes social networks, their growth and development, and the implications for marketing. The market is changing rapidly and remains unsettled. A key distinction is between 'open' and ...

The challenges Web 2.0 is posing to businesses are not coming from technology but from the kinds of relationships customers are demanding from companies. Markets have become conversations, and many es ...

There has been an explosion of content, formats, delivery channels and, indeed, business models. Along with this has come the increasingly difficult task of managing the complexity of languages, legal ...

Andrew Thomas, e-business director at Bounty, discusses the findings of a recent survey investigating the opinions and behaviour of today's UK mum. The survey revealed that despite changing lifestyles ...

David Williams, CEO of How to Experience (H2X), argues that many customer focus programmes simply pay lip-service to satisfying customer needs. Here he considers what is needed to define and deliver m ...

The Post Office is more than a brand: it is a British institution, trusted and used by huge numbers of the British public. In recent years, it has also undergone a dramatic transformation both in its ...

Social networking brands have now entered mainstream consciousness, with many enjoying explosive growth and mass press coverage. This growth was organic and viral, with individuals taking the lead. ...

This paper argues that in the modern social order, it is better to be talked about by others than to try to out-shout the crowd: namely, that engagement is preferable to control. The customer experien ...

Patrick Ohlin, brand director at CoreBrand, addresses the hot topic of customer experience management and provides five tips for getting down the path to a well-managed brand.

Robert Thurner, commercial director at mobile agency Incentivised, describes the formats included under the mobile banner and their current practicality as communication channels. He then gives some U ...

In this article, a hotel-and-airport horror story exemplifies what so often goes wrong with customer satisfaction (CSR). The main messages are: delivery is far more important than promise (and to prom ...

People are being bombarded with more commercial messages than ever before, most of which are not relevant to them; they cope by shutting these out, and the advertisers have therefore wasted their mone ...

It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking. Yet market research often continues to survey consumers as if t ...

In this article we investigated whether a company’s recommendation factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld’s (2001) r ...