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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.

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.

Article

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

News

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

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.

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.

News

NEW YORK: Just 16% of marketers believe they are truly responsive to consumer needs, a failing attributable in part to the way most brands have leveraged digital channels to date, a study from the CMO Council has revealed.

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 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.

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.