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News

BOSTON: Online consumer reviews inevitably include some that are negative and potentially damaging to a brand’s reputation, but new research has found that a swift response from management can actually boost average online ratings.

Opinion

In the face of less and less valuable online ads that struggle to deliver value to both brands and publishers, is it time to rethink the church-state divide? Asks Jonathan Carter of Acxiom.

Article

Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

Article

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.

News

LONDON: To grow their brand, UK mobile providers need to look beyond the small group of consumers actively seeking to move networks and address the widespread inertia that prevents most ever looking outside their existing relationships, two ...
Countdown Clock
Just 41 days left to enter the WARC Prize for MENA Strategy

Article

Over half of mobile users have stayed with their current network provider for at least three years and 54% of mobile users have never even explored another network's offers to consider switching.

News

ORLANDO, FL: UnitedHealth Group, the healthcare firm, has enjoyed significant benefits by extending the Net Promoter Score (NPS) beyond its traditional role as a marketing metric and using it to inform broader aspects of its business strategy.

Article

Kraft Heinz, the food group, has successfully tapped into the power of social media as a channel for customer care and engagement.

Article

American Eagle Outfitters, the clothing and accessories retailer, successfully used Facebook Messenger chatbots to connect with its target audience.

Article

UnitedHealth, the healthcare organization, has made the Net Promoter Score (NPS) a key metric not just for marketing, but for its entire business.

News

LONDON: Sage, the accounting software business, is mining its own resources to develop content that more effectively helps its customers and generates business leads.

Article

Sage is an accounting software firm and the UK’s biggest tech company, but few people have heard of it.

News

NEW ORLEANS: Shinola, the lifestyle brand, has built loyalty through “The Foundry”, a members only group enjoying benefits such as seeing and buying products before official launch, exclusive offers, and private online shopping events.

Research Paper

Royal London, the UK's largest mutual life insurance and pensions company, developed the Customer Voice program to shape the evolution of its customer strategy.

Research Paper

Royal London, the UK's largest mutual life insurance and pensions company, created the Vulnerability Strategy, which used quantitative research to analyse the impact of vulnerability on its customers.

Article

Foodpanda, one of Asia’s largest food delivery companies, considers customer experience to be a brand touchpoint, with reliability a core focus.

News

LONDON: UK brands lag way behind US brands in terms of delivering world-class customer experience, according to a new survey that attributes part of the problem to many of them continuing to organise themselves along “Victorian” lines.

Article

BMW changed the culture of its retail outlets by reframing the relationship between customer and sales person away from a confrontation and negotiation.

Article

Consistently delivering on a major service promise is the sort of thing often monitored by mystery shopping, but that sort of research hadn’t worked for SkyTeam, an international alliance of 20 different airlines.

News

MIAMI, FL: Coty, the beauty products company, believes engaging with consumers on platforms like Facebook Messenger can help brands effectively connect with their target audience on mobile at a time when “the utility of apps is ...

Research Paper

This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Article

Coty, the cosmetics company, is seeking to strike the right balance between branded apps and third-party interactive platforms in order to best serve consumers.

Article

HomeServe, the UK insurance company, received a massive fine back in 2014; to rehabilitate, the brand understood that the problems began within the organisation, so it set out to fix itself.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.