Customer centricity & CX

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Article • WARC Best Practice, March 2019

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.

How to get customer feedback and what to do with it

Article • John Sills, WARC Best Practice, October 2018

Explores several strategies for companies wishing to utilise customer feedback, so they can make effective, ongoing improvements.

What we know about customer experience

Article • WARC Best Practice, June 2018

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.

How to develop an effective customer experience strategy

Article • 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.

Delivering effective digital customer experiences

Article • 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.

How to design a branded customer experience

Article • 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.

How Diageo is tackling ad fraud, data and personalisation at scale

Article • Anna Hamill, WARC Exclusive, May 2019

Diageo, the multinational drinks company, is prioritising responsible data handling, combating ad fraud and finding the right balance on personalisation.

What we know about omnichannel shoppers

Article • WARC Best Practice, May 2019

Explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Accenture Interactive CEO wants to create a different kind of agency

Article • Reed Karaim, Event Reports, ANA Advertising Financial Management Conference, April 2019

Accenture Interactive, a marketing-focused arm of consulting firm Accenture, believes it is building a different type of agency than the legacy models that pervade the industry.

What we know about chatbots

Article • WARC Best Practice, May 2019

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

Why a small number was a big issue for Cotton On

News • 02 May 2019

When Australian clothing retailer Cotton On set out to improve its website experience it almost overlooked a small but significant number that was to galvanise its subsequent actions.

Five non-tech companies using AI to boost customer experience

Opinion • Steven Van Belleghem, May 2019

Companies like KFC, Volvo, and ASOS, are using artificial intelligence to add value for customers. Steve Van Belleghem explores how.

Unbanking, free throws and local culture: lessons in transformation from R/GA

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2019

Three examples of how R/GA has approached transformation across business, experience and marketing.

Brand relatability x financial services: How to win with GenZ and millennials

Article • Ryan Arshad, WARC Webinars, May 2019

Discusses the core drivers of building 'brand relatability' vs brand relevancy and why and how the mindset of millennials and Gen Z differs when it comes to financial brand consideration.

How clothing retailer Cotton On fixed its online path to purchase

Article • Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, March 2019

Cotton On, the Australian clothing retailers, sought to fix its online path to purchase by focusing on a better customer experience.

Asia taps tech for future retail

News • 15 April 2019

Far from being the death knell of traditional retail, technology is playing a crucial part in re-inventing it, helping bring brands and stores closer to consumers, and several Asian markets are in the forefront of these developments.

A heathier approach to research: Prescribing real-time solutions in healthcare – Closing the dialogue gap between doctors and pharmacompanies

Research Paper • Marcello Garritano and Ana Alvarez, ESOMAR, Latin America, 2019

Sanofi, a pharmaceutical company, used real-time experience tracking to uncover the behaviours of the hard-to-reach audience of doctors in Brazil.

Sweating the small stuff: How to use behavioural science to build more effective communications

Article • Crawford Hollingworth and Liz Barker, Research on WARC, April 2019

Details how marketers can apply behavioural science to optimise everyday communications.

McDonald's marketing provides 'emotional free sample'

News • 10 April 2019

McDonald’s, the quick-service restaurant chain, believes its marketing interactions can benefit from providing an “emotional free sample” of pleasure for consumers.

McDonald’s marketing now offers an “emotional free sample”

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

McDonald’s, the quick-service restaurant chain, is tapping into the power of emotional marketing as it seeks to break through with consumers.

Boots is a brand in a hurry

News • 08 April 2019

Big changes are coming at Boots, the venerable UK pharmacy and beauty chain, where new CEO Sebastian James is shaking things up in a business he feels has been held back by its heritage.

Way beyond marketing: The rise of the hyper-relevant CMO

Article • Ana Maria Santos and Nevine El-Warraky, WARC Webinars, April 2019

Ana Maria Santos, managing director, brand learning, part of Accenture, and Nevine El-Warraky, co-CEO, brand learning, part of Accenture, discuss what it takes to drive future growth.

E-store loyalty: Longitudinal comparison of website usefulness and satisfaction

Research Paper • LG Pee, JJ Jiang and G Klein, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 178-194

Customer loyalty is vital to the survival of online stores. Many cross-sectional studies have shown that e-store loyalty is strongly affected by perceived website usefulness (PU) and satisfaction with a purchase experience.

Reinventing Asia’s retail stores of the future

Article • Low Lai Chow, Event Reports, Money 20/20 Asia, March 2019

Euromonitor International, the market research company, sets out its view of the future of physical retail in Asia.

The rise of the super-app: GO-JEK eyes payments and services domination

Article • Low Lai Chow, Event Reports, Money 20/20 Asia, March 2019

GO-JEK, originally a ride-hailing app and now a service delivery app, has re-imagined the provision of micro-services in key South East Asian markets.

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Carat's 10 trends for 2019

Article • Dan Calladine, WARC Exclusive, December 2018

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
What we know about luxury shoppers

Article • WARC Best Practice, July 2018

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.
How to develop an effective customer experience strategy

Article • 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.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
Toolkit 2018: How brands can respond to the year's biggest challenges

Article • WARC Trends, December 2017

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.