Delivering 'real' customer relationships

Roger Sant and Soumya Roy, Research International, argue for a new framework for conducting customer experience research – one that covers emotional as well as functional satisfactions.

Delivering 'real' customer relationships

Roger Sant Research InternationalSoumya Roy Research International

In service industries, companies are always talking about how customer-focused they are, and more recently about wanting to build relationships with customers but this is easier said than done. Technological advances have led to systems that enable more targeted messages to be sent to more receptive people at more appropriate times. In spite of these developments, the customer-relationship bandwagon has failed to impress: 'CRM has become a senior management issue because it consumes staggering amounts of money and, notwithstanding the success stories, has mostly proved...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands