or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Travel, transport and tourism
Business and industrial
Utilities and services
Futures Company Trends reports
Date: newest first
Date: oldest first
Customer marketing: Lock sights on the new customer-centric agenda
Simon Glynn, Market Leader, Quarter 3, 2013, pp. 12-14
This article looks at what it means to be customer-centric and how businesses can create a customer-centric culture.
This article looks at what it means to be customer-centric and how businesses can create a customer-centric culture. The key to customer-centricity lies in improving the Net Promoter Score: identifying a strategy to increase promoters as well as making the operational efforts to reduce detractors. There are common threads for every brand that can lead us to a new definition of customer-centricity: customer needs; brand story; and operational advantage. Brands that have embraced this strategy include Virgin Atlantic, the airline, Orange, the telecoms operator, and British Gas, the energy supplier.
How to use Customer Effort as a Customer Experience Measure
Stuart Crawford-Browne, GfK, March 2013
This article suggests measuring Customer Effort as a way to understand quickly if an organisation is delivering on customer experience.
This article suggests measuring Customer Effort as a way to understand quickly if an organisation is delivering on customer experience. It explains how Customer Effort applies to service delivery in organisations, its role in the constellation of customer metrics, and generally how to ensure customer experience metrics are enablers of the business strategy rather than an end in themselves. But a Customer Effort Score may not be appropriate as the only customer experience on which to rely as it tends to only apply to customer interactions.
The rise of the relationship economy: What it means for brands and brand research
Iain Stanfield, GfK, March 2013
This article explains how brands are now part of the Relationship Economy, where increased connectivity and both personal and online recommendations have disrupted the traditional purchase funnel.
This article explains how brands are now part of the Relationship Economy, where increased connectivity and both personal and online recommendations have disrupted the traditional purchase funnel. Consumers are interested in great experiences, not just for the experience itself, but also in order to share it with others. Brands can exploit this trend by differentiating themselves through innovative use of social media to build relationships with consumers. However, for brands to truly succeed they must emulate the qualities that make people like their actual friends, and want to engage with them. Authenticity is crucial, and apologising when mistakes are made essential. Brand owners need to ensure that they understand the importance of each touchpoint, as well as the impact on the brand and on the relationship with consumers. The article suggests a consumer brand relationship model for conducting research in this environment.
Designing a branded customer experience
Stuart Crawford-Browne, GfK, March 2013
As many industries face an increasingly commoditized environment, brands that are focusing their efforts on building an experience are benefiting from high levels of advocacy and reduced reliance on customer acquisition efforts.
As many industries face an increasingly commoditized environment, brands that are focusing their efforts on building an experience are benefiting from high levels of advocacy and reduced reliance on customer acquisition efforts. Each interaction on the customer journey should be seen as an experience point (XP). The more clearly the brand promise is articulated in all the details that comprise the customer experience at all XPs, the more likely a brand is to be perceived as authentic to its values, and customer focused in its offering. To create a distinctive branded experience, this article recommends design thinking and proposes a framework for organisations to follow, which enables organizations to apply product development techniques to all the areas that influence the customer experience. Examples of good brand experience come from Apple, Nintendo Wii, McDonald's and Virgin Atlantic.
Customer service in the digital age: Responding to digital disruption and rising customer expectations
Deloitte, February 2013
This paper outlines six digital trends that have significant implications for the future of customer service and suggests recommendations for responding to them.
This paper outlines six digital trends that have significant implications for the future of customer service and suggests recommendations for responding to them. With consumers spending more and more of their time online, social media, smart phones and tablet devices are being adopted faster than ever. Digital customers are now consuming content online and via mobile devices, at breakneck speeds. The sheer pace of technology-enabled change means that we need to explore the way customer service is currently delivered and reassess the role of traditional customer service models.
Succeeding in low-growth markets
Andrew Curry and J Walker Smith, The Futures Company Trends, Future Perspectives, February 2013
Four years on from the global financial crisis, economists are suggesting that rich economies may have to learn how to live in a world of low growth.
Four years on from the global financial crisis, economists are suggesting that rich economies may have to learn how to live in a world of low growth. Themes, or headwinds, of low-growth societies include an ageing population, an unequal society, a larger service sector, a debt overhang and higher energy prices. However, there are growth opportunities to be found. These can be tapped using strategies that include: looking for markets where the headwinds are weaker, such as in Poland or Italy; following the money as demographics change (e.g. older consumers are wealthier and will be looking for "bridge jobs" that will ease them into retirement); reducing energy costs; rescaling innovation; and reducing costs by providing more personalised services.
Brand engagement: Sex up service brands
Rob Wilson, Admap, December 2011, pp. 42-43
Consumers feel less emotional toward functional or service brands, only tending to feel strongly or talk passionately about them when there is a negative or serious issue.
Consumers feel less emotional toward functional or service brands, only tending to feel strongly or talk passionately about them when there is a negative or serious issue. So it is important for them to engage with their customers with a positive experience before problems occur. The opportunity for these traditionally low-engagement brands to make the most of live activation is often higher because they can behave completely differently to the competition within the category and really create stand-out. Through identifying emotional drivers around their brand or service offering, they can begin to shift consumer perception from being cold and rational to being open and engaged. Functional brands can be made more exciting if they follow five simple rules of engagement.
Warc Briefing: Service Brands
Warc Exclusive, November 2010
This briefing offers an overview of the history, theories and key trends related to Service Brands. It outlines the development of specific approaches to marketing service brands and identifies the key future pressures on this discipline including the need for ongoing customer dialogue, the rise of globalisation and the call for greater corporate transparency.
This briefing offers an overview of the history, theories and key trends related to Service Brands. It outlines the development of specific approaches to marketing service brands and identifies the key future pressures on this discipline including the need for ongoing customer dialogue, the rise of globalisation and the call for greater corporate transparency. Several case studies by UPS, Verizon and Xerox are recommended for further reading.
Collaboration: From adoption to adaption
Tracey Follows, Admap, May 2010, pp. 30-31
Service brands need to involve consumers in their development, using consumer participation to shape the fundamentals of what they offer, and constantly keep up with changing needs.
Service brands need to involve consumers in their development, using consumer participation to shape the fundamentals of what they offer, and constantly keep up with changing needs. Rather than using 'early adopters' – consumers who are eager to take up new products and services – service brands need to engage with 'early adapters'. These are the people who are willing to use products and services (often in the beta stage) and feed back to help improve the way these products and services are delivered. Starbucks, Best Buy and AT&T are good examples.
Why the consumer should not be the king in India
Jitender Dabas, Market Leader, Issue 41, Summer 2008, pp. 31-34
The provision of goods and services in India has been transformed in the last ten years: where once it took weeks to get a phone installed, it is now a matter of hours; previously, brand choice was limited at best, but today consumers have manifold options.
The provision of goods and services in India has been transformed in the last ten years: where once it took weeks to get a phone installed, it is now a matter of hours; previously, brand choice was limited at best, but today consumers have manifold options. Despite this, it seems that consumers - even among the typically polite and patient middle class - are increasingly negative towards brand owners and service providers. In fact, this is a consequence of the 'consumer is king' mentality adopted in the country - brands do need to provide good service, but must avoid being too eager to please, or else face being accorded no status or value by consumers. Instead, brands need to have a 'high power distance' from consumers, which will make them bigger and more desirable.
YOU ARE IN THE WARC INDEX:
Brand models, architecture
Private and own label brands
Customer Relationship Management
Customer communication and service
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc