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.
Article
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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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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.
Article
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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.
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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01/10/2020
Kroger, the retailer, is putting availability, accessibility and relevance at the heart of its efforts to be convenient for shoppers, who are becoming more “mission-based” in their habits.
Article
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Low Lai Chow, Event Reports, Adobe Experience Makers Live, July 2020
The evolution of customer experience requires a shift from personas to personalisation, functional to emotional, heuristic-based to data-based, and episodic design to continuous design.
Article
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Low Lai Chow, Event Reports, Forrester Summit Asia Pacific, September 2020
Brands need to understand how to connect with consumers who are empowered and meet their exacting expectations.
Article
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Low Lai Chow, Event Reports, Adobe Experience Makers Live, July 2020
Forrester outlines key customer journey considerations for brands to unlock a real recovery from the COVID-19 crisis.
News
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25/09/2020
COVID-19 is changing how CMOs view the customer experience, with their focus now moving beyond the simple elimination of pain points to build differentiation and delight.
Opinion
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Anna Hamill, September 2020
In June, WARC delved into some of the new trends which were defining the early stages of the COVID-19 response from brands.
News
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23/09/2020
As the concept of reciprocity becomes an increasingly potent marketing lever, marketers need to re-evaluate their understanding of current norms to reframe its application across marketing ecosystems.
News
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23/09/2020
AI and computer algorithms seemingly now extend into almost every corner of our lives. It was only a matter of time then before they reached the sensitive world of bespoke skin care.
Article
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Natasha van der Pas, WARC Webinars, September 2020
Natasha van der Pas, Senior Strategist at Wunderman Thompson, discusses how brands including Starbucks, Shell and Disney have successfully tapped into the use of mobile gaming to increase customer loyalty, and outlines the mechanics that will drive success.
News
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22/09/2020
The right key performance indicators (KPIs) can give an early warning on performance and can help cut through the complex world of marketing, say Paul Dyson and Katherine Munford.
Article
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Geoffrey Precourt, Event Reports, Association of National Advertisers Innovative Commerce, August 2020 Conference,
Kroger, the retailer, has drawn on various sources of customer insight as it responds to changing demands during the COVID-19 pandemic.
News
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21/09/2020
Consumer spending habits are rapidly changing and brands need to adapt to the opportunities to cater to a ‘new normal’ of remote working and altered shopping frequency, a new study says.
Article
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Lawrence Dodds, WARC Exclusive, September 2020
Advertisers ought to take a structured approach to the growing shoppable media opportunity.
Article
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Yuri Ivanov, WARC Exclusive, September 2020
Joom’s co-founder reveals five lessons when building a better mobile commerce experience.
Article
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WARC Category Intelligence, September 2020
Global strategies, campaign updates and trends in the alcoholic drinks category.
News
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17/09/2020
Europe saw a 35% rise in e-commerce app installs during the coronavirus pandemic – 12% higher than during the final-quarter holiday shopping season in 2019 – underlining the need for brands to establish a shopping app strategy.
Article
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Paul Dyson and Katherine Munford, WARC Exclusive, September 2020
This article outlines five business metrics that provide a good all-round view of brand health and the predictability of which has been proven against historical data.
