Article
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WARC Best Practice, June 2019
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 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.
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.
Article
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Alex Brownsell, WARC Exclusive, September 2019
Looks at what marketers can expect from Spotify in the coming months, through an interview with Marco Bertozzi, the company’s Vice President of EMEA Sales and Multi-Market Global Sales, who shares three key pieces of advice for advertisers developing audio advertising strategies.
Article
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Amy Rodgers, Neil Godber and Emily Rule, WARC Webinars, September 2019
Looks at what strategists are most concerned about in the industry today by revealing findings from the 2019 Future of Strategy report.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2019
Dagne Dover, the direct-to-consumer handbag and accessories brand, is using analytics and benchmarking to help guide its strategy.
Article
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Emma Chiu, WARC Exclusive, September 2019
Technology is not only dramatically transforming consumers’ relationship with commerce, but also expanding offerings in lifestyle sectors.
Article
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David Frymann, WARC Exclusive, September 2019
Presents five key trends in luxury, including changing luxury consumer attitudes and the affect this is having on purchase decisions, such as ethical concerns and the move to shopping online.
Article
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Gabey Goh, WARC Exclusive, September 2019
Over three-quarters of consumers in Singapore are open to trying new brands, posing a challenge for marketers seeking to build loyal audiences.
Article
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Christina Stahlkopf, WARC Exclusive, September 2019
Looks at how banking brands have continually languished in the bottom third of the industry chart when it comes to customer experience scores and how this is slowly improving, with success examples from HSBC and US Bank.
News
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09 September 2019
Consumers are often sceptical about brands that tap into societal issues, with a recent survey showing more than half think this is merely a marketing ploy rather than evidence of any genuine conviction.
Opinion
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Tom Morton, September 2019
The job of brand strategy expands from telling the brand story to building the brand system, argues R/GA's Tom Morton in an essay for the Future of Strategy 2019.
Article
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Nigel Hollis, WARC Best Practice, September 2019
Provides five best practices for brands when building buyer life cycle momentum.
News
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29 August 2019
Customer experience in Singapore remains weak, as brands struggle to “delight” a market of consumers with a reputation for high expectations when it comes to brand interactions.
Article
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WARC Exclusive, August 2019
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
News
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20 August 2019
Given the plethora of choice now available to consumers, the winning formula for brands is now less about what they offer, and more about the customer centricity and market responsiveness surrounding that core offering, two experts advise.
Article
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Fiona Moss, Research on WARC, Ipsos Views, August, 2019
Organisations make promises to consumers every day, but how often is the experience failing to match these promises, and what happens when there is a mismatch between promise and experience?
Article
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Victoria Sakal and Dr. Emmanuel Probst, WARC Best Practice, August 2019
Looks at how ecosystem brands serve as one-stop-shops for multi-faceted consumer needs and provides success stories from Lego, Apple and more.
News
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16 August 2019
Companies will need to think outside the brand box to win over the hearts and wallets of China’s young luxury shoppers, according to a new report by McKinsey.
Article
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Anna Hamill, Event Reports, Vivatech, May 2019
L’Oreal Group is the market leader for digital beauty in China, where its approach is offering lessons for the rest of the category.
