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.
News
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24 January 2020
With the threat of global recession looming, brands need to consider contingency plans for their marketing strategies – and new research suggests the traditional areas to be cut at such times may not be the right ones.
Article
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P.V. Kannan, WARC Best Practice, January 2020
This article provides a roadmap for how to use AI to build conversational commerce into solutions that work for both brand and customer.
Article
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ARF - Knowledge at Hand, October 2019
Investigates the ideal synergy between technology and employees in US companies, particularly AI. AI offers multiple benefits in scaling and personalization of all parts of the customer journey, but too much technology can degrade the customer experience.
Article
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Stephen Whiteside, Event Reports, CES 2020
L’Oréal, the beauty giant, is tapping the power of personalization to build deeper relationships with consumers through a blend of digital and physical solutions.
Article
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Stephen Whiteside, Event Reports, CES, January 2020
Delta Airlines, the air carrier, used innovative research techniques as it sought to gain a fuller insight into the customer experience.
Article
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Stephen Whiteside, Event Reports, CES, January 2020
Princess Cruises, a unit of Carnival Corporation, has built an “experiential Internet of Things” that allows it to understand and serve consumers in almost real time.
Article
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David Dixon, Sebastian Shapiro and Nicole Wolf, WARC Exclusive, January 2020
Business analytics firm, Marketscience, have conducted a comprehensive economic analysis of the last five major recessions.
Article
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Richard Yao, Admap, January 2020
This article focuses on the growth of the digital health and wellness sector, with an emphasis not only on what sub-categories are expanding, but also on how this is affecting the marketing approach of some brands outside the category, which are integrating health and wellness into their offerings.
Article
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Oliver Childs, Admap, January 2020
Details strategies to ensure digital health communications projects are successful – and inclusive.
Article
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Brian Carruthers, Event Reports, Digital Transformation Conference, November 2019
Aviva, the British insurance multinational, is adapting its thinking around customer experience questions and adopting terminology and processes that have helped to show the boardroom the importance of CX.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2019
English Premier League football club Everton has undertaken a wide-scale listening exercise with its fans to better understand how to engage the broad range of people who support it.
Article
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Stephen Whiteside, Event Reports, Money 20/20, October 2019
Uber, the ride-sharing platform, has begun expanding into financial services with products that are aimed at its passengers and drivers.
News
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16 December 2019
Bank of America, the financial giant, is drawing on a wide-ranging client listening program that assists the brand’s attempts to deliver best-in-class service to customers.
News
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13 December 2019
Content can transform the way that consumers experience the brand, according to Unilever’s senior global brand director, who believes that the blurring of the boundaries between offline and online offers rich pickings for generating content.
Article
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Stephen Whiteside, Event Reports, Money 20/20, October 2019
Bank of America, the financial services provider, has built a robust strategy that is centered around improving the client experience.
News
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12 December 2019
Weltmeister Automobile, the Chinese electric vehicle brand, believes a brand is more than just a brand and has developed the notion of the ‘brand as platform’ – even though this can at times seem to conflict with brand-building principles.
Article
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Stephen Whiteside, Event Reports, Money 20/20, October 2019
Greenhouse by Wells Fargo, a financial-services offering centered around a mobile app, has based its approach on using digital tech to solve long-term consumer painpoints.
