CRM & Retention

Loyalty marketing and customer service

CRM & Retention


Jaime Romero and Maria Jesús Yagüe, International Journal of Market Research, Vol. 57, No. 4, 2015
Brand equity and customer equity, respectively, constitute the value provided by brand and customer portfolios to companies. These are metrics of marketing performance in the long term, as well as key factors in firm valuation processes.

Gareth Kay, Admap, July/August 2015

This article argues that brands need to make more of an effort to provide experiences in more than one dimension.


Andy Wood, Admap, July/August 2015

This article details research into attitudes towards loyalty schemes in the UK, and argues that people want perks and treats, not just points.


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.

Charlotte Nau and Bettina Mütze, TNS, Intelligence Applied, June 2015

This article explains how brands can use social listening to save money on consumer research, but only when they manage the mass of data properly.


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


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

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


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.

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