Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
Frank van den Driest, Steven Berkhout and Meghna Jain, WARC Best Practice, May 2017
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.
Stuart Crawford-Browne, WARC Best Practice, July 2016
This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.
Market research is often more focused on what matters to the business than what matters to the customer – and therein lies a major problem for many businesses that profess to be customer-led, according to an industry figure.
Brian Carruthers, Event Reports, Digital Transformation Conference, November 2019
Aviva, the British insurance multinational, is adapting its thinking around customer experience questions and adopting terminology and processes that have helped to show the boardroom the importance of CX.
Weltmeister Automobile, the Chinese electric vehicle brand, believes a brand is more than just a brand and has developed the notion of the ‘brand as platform’ – even though this can at times seem to conflict with brand-building principles.
MRS Awards, Finalist, MRS Award for Insight Management, 2019
Matalan, a fashion and homeware retailer, cut across data to uncover strategic insight into the omnichannel customer journey in the UK, which enabled Matalan to invest strategically in the areas of the business that will have most positive commercial impact.
MRS Awards, Winner, MRS Award for Applications of Development, 2019
BT, a telecommunications company, strengthened its top market position in the UK by creating a customer retention proposition, BT Plus, which automatically unlocked benefits when people became a customer.
MRS Awards, Finalist, MRS Award for Business-to-Business Research, 2019
Fujitsu, a technology equipment and services company, launched an ongoing feed of in-depth customer views in the UK and Ireland to change its approach to one that was closer aligned with customer satisfaction and cultural transformation.
Customer experience is now a vital consideration for strategists . Stephen Whiteside, WARC’s managing editor/reports and news, learned that mastering this discipline requires a fresh understanding of consumers, brand building, and marketing ethics.
A CMO focus on customer value, extreme bifurcation of customer experience (CX) and a surge in privacy class-action lawsuits are what marketers have to look forward to in 2020, according to Forrester’s Predictions 2020 report.
Jonathan Hart and James Hollow, October 2019
Designing experiences for data not people should now be an industry norm, argue MullenLowe’s Jonathan Hart and James Hollow – we can no long reason our way into strategies or creative directions when we have the simultaneous ability to empirically create insight and test our assumptions.
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy report provides both quantitative and qualitative data on the current state and future expectations of the discipline.