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.
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.
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.
China may have recently had its lockdown lifted, but the stay-at-home message may well have long-term effects – and one phenomenon that’s likely to continue is the huge success of taking clubbing into the living room via livestreaming.
Michael S. Garver and Zachary Williams, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 158-175
For customer satisfaction researchers, key driver analysis is a common practice to understand what product and service attributes are most important in driving the overall customer experience, typically measured by overall satisfaction or the Net Promoter question.
Frederik Situmeang, Nelleke de Boer and Austin Zhang, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 195-215
The purpose of this study is to contribute to the marketing literature and practice by describing a research methodology to identify latent dimensions of customer satisfaction in product reviews, and examining the relationship between these attributes and customer satisfaction.
Colt Technology Services has been able to unlock value in a lot of disregarded NPS data by utilising machine learning to dig into and structure the many responses to open-ended questions that accompany the headline question of whether a user would ...
Andrew Hill, WARC Exclusive, February 2020
Andrew Hill, APAC client director at Edge by Ascential, makes the argument for reallocating attention to other parts of the shopper journey - such as working with retailers on optimising the product page.
It’s hard to build a lasting brand, harder still to make the transformative decisions that mean it remains well placed to stay relevant to consumers – but those are the ones that are more likely to endure through the decades, according to the CEO ...
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.