CRM & Retention

Loyalty marketing and customer service

CRM & Retention


James O. Stanworth, Clyde A. Warden and Ryan Shuwei Hsu, International Journal of Market Research, Vol. 57, No. 3, 2015
Numerous studies report the failure of western e-commerce experiences to effectively engage the Chinese customer. While culture shapes significantly customers' interpretation of their e-commerce experience we have not considered the way (dis)satisfactory determinants shape managerial action outside the western world.

Cecilia Mastrini, Natalia Gitelman and Enric Cid, ESOMAR, Latin America, April 2015

This paper explains how L'Oréal, the cosmetics company, improved the way it collects and analyses data to evaluate loyalty programs in Latin America.


Martin Beverley, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Three, the mobile phone network, encouraged customers to share photos from their holidays online to promote a new free roaming policy.


Laura Ryan and Alex McIntosh, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.


Andrea Sophocleous, Event Reports, ad:tech Sydney, March 2015

This event report looks at how two different companies have successfully utilised loyalty programs to acquire customers and increase profitability.


Andrea Sophocleous, Event Reports, ad:tech Sydney, March 2015

This event report considers how a focus on customer experience can drive advocacy and sales.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report outlines how storyboards have helped shape Airbnb's core brand mission, as well as assisting in its day-to-day projects.


ARF Ogilvy Awards, Gold, Appliances, electronics & technology, 2015

This case study explains how Cox Communications, a US telecommunications company, created a personalised email program to improve customer service and reduce churn.


James Murphy, Market Leader, Quarter 2, 2015

This article describes the wide-ranging potential of personalisation, from brands to services and even down to pricing.

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