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Customer-centricity

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Article

This article examines ten drivers of successful customer-centric and insight-led organisations, with advice on how to optimise an insights strategy, and how to develop both organisational and individual insights capabilities.

Article

This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.

Article

This 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

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.

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.

Article

This article examines how marketing must concentrate less on the brand in thinking about, and budgeting for, journey frameworks, and more about what shapes the varied decision-making behaviours of consumers.

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

News

LONDON: Customer journey maps should be treated like products, led by a manager responsible for the journey’s business performance, according to an industry figure.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Article

This webinar replays WARC's session: "How to be a smart targeter" at the Cannes Lions festival this year.

Article

This event report outlines how Aditya Birla Group, the Indian conglomerate, has used the Net Promoter Score (NPS) to deepen customer understanding.

News

CHICAGO: Aditya Birla Group, the conglomerate, has successfully advanced a customer-centric agenda by focusing on the idea of the "bosstomer".

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Article

This event report provides an insight into the best practices pursued by creative companies, based on research from McKinsey, the management consultancy.

News

TOKYO: When designing digital transformation initiatives, companies must prioritise customer experience and the 'human factor' while pushing back against marketing 'silos', a senior agency figure has said.

Article

This article offers four key themes that marketers should follow when digitally transforming their business, including thinking from the customer's perspective, avoiding silos, digitising the customer experience and last-mile.

Article

This paper explores how a recent shift towards consumerism and patient empowerment has encouraged companies to reassess the role and structure of patient support programs.

News

SYDNEY/SINGAPORE: There is no doubt that innovation is important for winning over consumers, but customer centricity and good design continue to have the edge, according to two senior industry researchers.

News

LONDON/AMSTERDAM: Observations are not insights, a distinction marketers need to grasp in a world where proactive, actionable insights are becoming the source of true competitive advantage.

News

LONDON: The marketing of electric vehicles (EV) can point the way forward for a wider auto industry that is currently stuck in a rut with homogenous campaigns that are failing to significantly shift brands metrics, an industry figure maintains.

Article

This article examines the burgeoning demand for personalised automotive driving experiences which requires manfacturers to embrace Big Data to identify individual customers and their driving preferences.

Article

This article posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.

Article

This event report outlines how Mazda, the automaker, has rebuilt its brand for the digital age.

News

LONDON: As the media landscape fragments and consumers face more choice than ever before, one of the few remaining ways for brands to stand out is to make themselves as customer-centric as possible, a leading marketer proposes.