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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.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

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.

Case Study

This case study shows how Amazon, the e-commerce brand, tapped into Indians' shopping quirks and developed a campaign aimed at showcasing its ability to meet all their special needs.

Case Study

This case study shows how Domino's, a pizza delivery service, shifted its practical tone of communications to become the UK consumer's ally when creating special moments with loved ones.

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

NEW ORLEANS: United Airlines, the air carrier, is seeking to develop industry-leading policies and customer experiences in order to strengthen its brand following a recent crisis which saw a passenger being dragged from an overbooked flight.

Research Paper

This paper looks at the potential insights that can be gained from confronting the data gathered through machine learning with behavioural science principles.

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.

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.

Case Study

This case study describes how UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.