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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.

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.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Article

HomeServe, the UK insurance company, received a massive fine back in 2014; to rehabilitate, the brand understood that the problems began within the organisation, so it set out to fix itself.

Case Study

İşbank, a Turkish bank, launched a campaign to market 'Credit Ready', a phygital solution for customers to complete the loan application process via digital channels.

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.

Case Study

This case study shows how McDonald's, the fast food brand, successfully shifted its McDelivery service to an app-based platform, by highlighting a small design feature of its product that continuously updated consumers in the GCC region.

Case Study

This case study describes how Booth's, the British retailer, overcame UK legislation that saw shoppers charged 5p for plastic bags by creating bespoke fabric bags - a new product category capable of growing sales.

Case Study

This case study describes how HomeServe, a home assistance provider, increased employee engagement through the delivery of a People Charter in the UK.

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.

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.

Research Paper

The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers.

Case Study

This case study shows how Kellogg's, a food brand, was able to upkeep its online reputation and impeccable customer services standard in India with the help of an Online Reputation Management platform.

Case Study

This case study describes how Viasat, a Scandinavian television broadcaster, reduced its outlay and increased product sale income through its internal Zero Waste campaign.

Research Paper

This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR).

Case Study

Flipkart, an e-commerce company in India, launched a campaign to market its 2015 Big Billion Day.

News

LONDON: UK companies are losing close to £11bn a year because of poor customer service, according to a new report which examines specific customer complaints.

News

LONDON/NEW YORK: US brands are more advanced than their UK counterparts for delivering great customer experience, according to a new study, which finds British organisations lagging in all industry segments except telecoms and the public sector.

Case Study

This case study shows how Transport for London's (TfL) Customer & Employee Insight team used compilations of multiple strands of data to create a new holistic approach to implementing change at every level of the organisation.

Research Paper

This case study describes how HSBC, the bank, devised the Customer Recommendation Index (CRI) programme to incentivise performance and help HSBC get closer to customers.

Research Paper

This article warns that that a wake-up call is needed for many companies that either ignore or respond inadequately to negative social media.

Case Study

This case study explains how Three, the mobile network, switched from a price strategy to a brand strategy to reduce customer churn in the UK.

Case Study

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.

News

SHANGHAI: Jaguar Land Rover is to recall more than 36,000 Evoque sport utility vehicles (SUVs) in China after a state-controlled TV programme accused the British automaker of selling some models with faulty gearboxes.