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.
GLOBAL: In a marketing environment where greater emphasis is being placed on customer experience, marketers need to consider adopting a measure for share of brand experience rather than continuing to rely on share of voice.
LONDON: The airline industry competes fiercely on price, but as air travel has become a commodity even budget airlines are having to rethink their customer experience as a way of differentiating the brand.
Carolina Erlich and Flynt Tuller, ESOMAR, Latin America, 2018
MetLife Argentina, a life insurance company, explains its journey to using activated marketing and business insights as a source of differentiation, and the knowledge management platform that drives it.
BEIJING/SHANGHAI: It is only two years since Alibaba founder Jack Ma coined the term ‘New Retail’ to describe a future in which online, offline and logistics would merge to create a new retailing environment, and a number of leading ...
Maria Trysla, Admap, April 2018, pp. 23-25
Today’s marketing leaders must manage customer touchpoints across multiple channels, life-cycle stages and product lines and they must do so while meeting increasing customer demands for real-time, customised communication.
Chris Robinson, Admap, April 2018, pp. 38-39
Research on the subject shows that 63% of people in the UK have stopped doing business with a brand because of a poor customer service experience, with 97% saying good service is either somewhat or very important.
Fiona Moss and Jean-François Damais, Admap, April 2018, pp. 26-28
A proliferation of customer-supplier touchpoints and social technologies allowing consumers to make their voices heard offer huge amounts of potential data about those consumers to enable businesses to optimise their customer experiences.
Research on WARC, MediaSense, June 2017
This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.
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.