Article
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WARC Best Practice, April 2020
Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.
Article
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WARC Best Practice, March 2020
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.
Article
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John Sills, WARC Best Practice, October 2018
Explores several strategies for companies wishing to utilise customer feedback, so they can make effective, ongoing improvements.
Article
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John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
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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.
Article
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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.
News
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07 April 2020
China may have recently had its lockdown lifted, but the stay-at-home message may well have long-term effects – and one phenomenon that’s likely to continue is the huge success of taking clubbing into the living room via livestreaming.
Article
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WARC Exclusive, April 2020
Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
Article
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Kate Waters, Richard Chataway and Owain Service, WARC Webinars, April 2020
Looks at how businesses and brands can become part of consumer habits or shift them from default biases or status quo decisions in their creative and content output.
Article
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Michael S. Garver and Zachary Williams, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 158-175
For customer satisfaction researchers, key driver analysis is a common practice to understand what product and service attributes are most important in driving the overall customer experience, typically measured by overall satisfaction or the Net Promoter question.
News
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31 March 2020
Nike, the sporting-goods manufacturer, is pursuing a four-stage approach as it responds to COVID-19 and then seeks a return to long-term growth once the crisis begins to recede.
Article
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Frederik Situmeang, Nelleke de Boer and Austin Zhang, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 195-215
The purpose of this study is to contribute to the marketing literature and practice by describing a research methodology to identify latent dimensions of customer satisfaction in product reviews, and examining the relationship between these attributes and customer satisfaction.
News
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31 March 2020
Colt Technology Services has been able to unlock value in a lot of disregarded NPS data by utilising machine learning to dig into and structure the many responses to open-ended questions that accompany the headline question of whether a user would ...
Article
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Pia Storvang, Anders Haug and Bang Nguyen, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 176-194
Increased competition requires retail stores to increasingly focus on improving their customers' experiences.
Article
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Stephen Whiteside, WARC Exclusive, March 2020
Lululemon, the athletic apparel manufacturer, is seeking to rely on its core brand strengths as it responds to the COVID-19 crisis.
Article
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Alex Brownsell, WARC Trends, March 2020
Evaluates the potential of livestream commerce, already popular in China, to achieve mainstream adoption in Western markets during the COVID-19 crisis.
Article
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Stephen Whiteside, WARC Exclusive, March 2020
Nike, the sporting-goods manufacturer, has developed a clear playbook that is shaping its response to COVID-19 around the world.
Article
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Brian Carruthers, Event Reports, Qual360 Europe, February 2020
Net Promoter Score is used by many companies as a way of measuring their customer experience, but few make use of all the data collected.
Article
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Geoffrey Precourt, Event Reports, DX3, March 2020
Toys “R” Us Canada faced the challenge of re-engaging consumers after separating from its previous parent company, which had entered into bankruptcy.
Article
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Low Lai Chow, Event Reports
From handbags to hand sanitisers, the coronavirus impact on retail is challenging.
Article
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Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020
General Motors, the automaker, is aiming to blend digital data with a human-focused strategy in reaching consumers.
Article
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WARC Exclusive, February 2020
This report from Accenture Interactive analyzes how manufacturers can reinvent their approach indigital marketplaces.
Article
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Andrew Hill, WARC Exclusive, February 2020
Andrew Hill, APAC client director at Edge by Ascential, makes the argument for reallocating attention to other parts of the shopper journey - such as working with retailers on optimising the product page.
Article
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John Sills, WARC Best Practice, February 2020
Looks at what it really means to take a customer-led, immersive approach to proposition development and how brands are getting it wrong.
News
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18 February 2020
It’s hard to build a lasting brand, harder still to make the transformative decisions that mean it remains well placed to stay relevant to consumers – but those are the ones that are more likely to endure through the decades, according to the CEO ...
