CRM & Retention

Loyalty marketing and customer service

CRM & Retention


Louise Maguire, International Journal of Market Research, Digital First, July 2015
This paper examines the methodological arguments for using 'SMS diaries' to capture the emotions experienced by consumers of services at the very moment they are being felt. The objective of the methodology was to capture the emotions that patrons experienced in real time, in a manner that gives them the freedom to express these feelings in their own words, without having to adhere to a predefined list of emotions, which could potentially be considered restrictive.

ARF Experiential Learning, Audience Measurement, June 2015

This paper argues that before planning communications, brands should understand how people are experiencing its brand, and explains how this can be done with reference to the experience of Delta Airlines.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Russian S7 Airlines created awareness of its services.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Nescafe set out to halt the brand's decline since 2000 and increase its appeal to a younger generation of 20-35 year olds.


Case Study

Lidl: Dill
Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how German discount store Lidl improved brand consideration in Sweden where it was perceived as low quality because of its low prices.


Joy Armitage , Warc Prize for Social Strategy, Entrant, 2015

This case study describes how British supermarket chain Tesco built an online community to drive a carefully targeted, planned and monitored advocacy campaign to improve its image.


Vincent Rousselet, Market Leader, Quarter 3, 2015

This article explains some of the marketing techniques used by market traders in Paris and how they can teach marketers a great deal about customer experience.


Charlie Dawson and Simon Caulkin, Market Leader, Quarter 3, 2015

This article explores the concept of customer-led growth, a mantra and cliché for marketers, and a goal that is much more difficult to achieve than is typically supposed.


Mary Portas, Market Leader, Quarter 3, 2015

This article lists eight key principles that non-fashion brands can learn from the enigmatic and profitable fashion industry.

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