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Customer-centricity

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Article

This event report provides an insight into the best practices pursued by creative companies, based on research from McKinsey, the management consultancy.

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.

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 posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.

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 event report outlines how Mazda, the automaker, has rebuilt its brand for the digital age.

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.

News

LONDON: More than a quarter (28%) of UK consumers chose to spend less with a company or took their business elsewhere last year after they received poor customer service, a new study has revealed.

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.

News

MUMBAI: Customer experience is increasingly seen as a brand differentiator but few companies in India are successfully exploiting the opportunities, according to a new report, although most can see areas where they can improve.

Article

This event report outlines how PayPal, the digital payments platform, has adopted a more customer-focused approach to innovation.

Article

This article examines the future of the web and the way in which it is being pulled in two very different directions, and how marketers should respond to this.

Article

This article warns that just because digital is ubiquitous it doesn't mean marketing can afford to lose its human element.

Article

This event report outlines several practical steps that brands can take to enhance their social media marketing efforts.

News

JACKSONVILLE, FA: Putting customers first may seem a straightforward business proposition, but new research has shown that brands that put customers' needs ahead of their immediate marketing goals generate higher customer satisfaction.

Article

This 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

This paper describes how British Gas, the energy supplier, developed a new method to communicate the insights, analysis and research from its insight department to decision-makers in order to develop a customer-led culture at the top of the company.

Research Paper

This paper examines how ING Bank in Poland built an internet banking system based on customers' needs, through a 'User Centered Design' methodology.

Research Paper

This paper describes some of the creative research methods used in a project for the Dutch Tax and Customs Administration (the tax authority), which wanted its employees to understand taxpayers and encourage more of them to submit their tax declaration themselves.

Article

This article looks at what financial services companies can do to overcome the mistrust that has dogged them since the global financial crisis - as well as the innate lack of interest in their products and resistance to changing supplier.

Article

This article argues that marketing departments must be realigned and streamlined, simplifying core tasks, so they can hire new expertise that can meet the challenge of adopting new technology.