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 build an insight-led organisation

Article • 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.

How to develop a customer-centric organisation

Article • Jonathan Earle, WARC Best Practice, February 2017

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.

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 comparethemarket.com reformed Australia’s private health insurance category

Article • Brooke Hemphill, Event Reports, ad:tech Sydney, March 2019

Comparethemarket.com, an Australian insurance comparison business, was forced to overhaul its product in response to regulatory changes in the health insurance sector.

Measuring exchange norms and its impact on satisfaction in a B2C context

Research Paper • Najoua Elommal, Riadh Manita and Damien Chaney, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 302-319

This research investigates the relevance of exchange norms in a business-to-consumer context and studies the impact of both relational and discrete norms on customer satisfaction in services.

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.

LendingTree turns to lifetime value

Article • Reed Karaim, Event Reports, KNect365 Marketing, Analytics and Data Science (MADS) Conference, April 2019

LendingTree, the financial services company, has found that a shift to focusing on customer lifetime value has helped inform its marketing and broader strategy.

Vaynerchuk slams profiteering, bland products of legacy holding companies

Article • Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019

A major shift is required in how agencies, and the brands they serve, approach various aspects of the marketing process.

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.

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.