CRM & Retention

Loyalty marketing and customer service

CRM & Retention


Shobha Prasad, ESOMAR, Qualitative, November 2014

This paper examines the 'change-constancy conflict', whereby loyal customers want brands to both change and stay the same, and suggests that brands belong to either 'anchor' or 'change' categories, with different amounts of change tolerated or demanded.


Klaus Berkensträter and Christine Schaper, ESOMAR, Qualitative, November 2014

This paper explains how Deutsche Bahn (DB), the German national rail provider, developed focus groups in a scenario close to real life.


Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014

This event report shows how Volkswagen, the car manufacturer, is using data to understand customers, serve them better and increase loyalty.


Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014

This event report explains how DBS, the bank, is using data analytics and taking inspiration from other industries to innovate and grow in Asia.


Case Study

Kissan Roll
Rishabha Nayyar, Adhideb Ghosh, Prashant Verma and Mitul Shah, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Kissan, the Indian ketchup brand, increased consumption by targeting mothers of schoolchildren with a new lunch idea.


Jenkantit Rujiramora , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how LINE, a mobile messenger service, held a contest and co-creation strategy to emotionally engage with users in Thailand.


Chandrasekar Radhakrishnan, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the launch of coffee variant Nescafe Sunrise Strong in Andhra Pradesh, a region of India, which picked up on changing marriage dynamics and growing female strength.


Raymond Chin, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Watsons, a retail chain, promoted its loyalty card scheme by adding the functionality of a cash card in Malaysia.


Nancy Huang , Warc Prize for Asian Strategy, Entrant, 2014

This case study shows how Nature's Bounty, a new nutritional supplements brand in China faced with a competitive healthcare product environment and little budget, built significant brand loyalty.

WARC RECOMMENDS


WARC BRIEFING

Loyalty Marketing

Key trends and theories on retaining customers


BEST PRACTICE

How to foster loyalty effectively

Practical tips, reminders and recommended reading


ADMAP

Brand Loyalty

How advertisers all over the world close the loyalty loop


TRENDS

Loyalty marketing

Attracting and retaining customers in difficult times