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Customer-centricity

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Article

Procter & Gamble, the consumer packaged goods manufacturer, is taking a nuanced approach to digital marketing in Latin America.

News

LONDON: As customer experience – increasingly based on digital interactions – becomes a competitive differentiator, brands need to assess their current capabilities and understand where they may need to make changes, according to an ...

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.

Article

Integrating data between online and offline offers huge opportunities for retailers in Asia – this article outlines key areas of focus for building a data driven retail operation.

News

LONDON: Cisco, the networking hardware supplier, has abandoned a product-led marketing approach in favour of a customer-centric strategy that has devolved authority to a more local level and embraced customer advocacy.

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.

Article

Lying at the intersection of conventional marketing and tech, customer experience will be a priority for many brands in 2018.

Research Paper

Discusses how merging methodologies and data sets can be beneficial to the SaaS (Software as a Service) industry where segmentation frameworks are heavily influenced by feature usage.

Article

The tech sector changes so fast that it is understandable why companies operating in it get sucked into product-led marketing, but Cisco has abandoned a top-down approach that had produced a deluge of material that was mostly ignored.

News

CAMBRIDGE, MASS: Next year will be “a year of reckoning” for many companies, according to a new report which argues that while the overall marketplace may be healthy, the future of individual businesses is as uncertain as it has ever ...

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

Article

Adam Ferrier, founder of THINKERBELL, discusses what happens when brands put the consumer at the heart of their decision making, CX, and design.

News

ORLANDO, FL: Brands must be “customer-obsessed” to thrive in the increasingly complex marketing universe, according to Kristin Lemkau, Chief Marketing Officer of JPMorgan Chase & Co.

Article

JPMorgan Chase, the financial-services provider, believes that being "customer-obsessed" is now essential for brands to succeed.

News

NEW YORK: Unilever, the FMCG manufacturer, believes that following a “5Cs” strategy can help marketers navigate the rapidly-changing communications landscape.

Article

This article explains how financial services brands can protect themselves from fintech disruption by digitally evolving.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

Article

This article shares how Citibank, a global bank with some 200 million customers, is adopting digitisation to better understand the customer journey.

Article

This article examines how companies need to restructure themselves in order to market more effectively in the digital age.

News

DETROIT/LONDON: Brands often have a sense of what they want to stand for but fail at executing on that – which is where an ability to turn customer experience journey maps into action can pay dividends, according to two industry figures.

Article

In this webinar Faris Yakob, Co-Founder of Genius/Steals and Author of Paid Attention, discusses how individual and agency biases operate, how to spot them, and work with or around them.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Research Paper

This paper looks at how French airline brand, Air France KLM, created a new structure for its Customer and Market Insight (CMI) department for optimal customer experience.

Research Paper

This paper explains a research-led, three-pillar transformation that took place within the business of MetLife, the global insurance provider, to create a more customer-centric organisation.

Article

This article shows how brands that wish to understand and anticipate the customer experience can do so by using customer experience journey maps to make marketing plans more actionable.