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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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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Low Lai Chow, Event Reports, APAC Financial Services Webcast Week, May 2020
Forrester, the research firm, surveyed consumers in various Asian markets to understand their financial needs and attitudes towards brands in this sector.
Article
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Geoffrey Precourt, WARC Exclusive, July 2020
J.P Morgan Private Bank, a financial-services provider focused on high-net-worth individuals, has built a marketing strategy that reflects the distinct character of this cohort.
Article
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Caleb H. Tse, WARC Exclusive, August 2020
Research shows that consumers care whether they are being offered customer service by a real person or a chatbot.
News
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29/06/2020
GlaxoSmithKline (GSK), the healthcare company, has categorised its brand portfolio into four groups as part of its strategy to provide the best support to consumers during the COVID-19 pandemic.
Article
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Rishad Tobaccowala, WARC Exclusive, June 2020
This is an excerpt from the opening chapter of Restoring the Soul of Business: Staying Human in the Digital Age by Rishad Tobaccowala (HarperCollins Leadership, 2020), which discusses how the key to successful transformation in any organization lies between human intuition and data-driven insights.
Opinion
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Greg Revelle, June 2020
Greg Revelle is Chief Marketing Officer of Kohl’s, a major US retailer with 1100 stores in 49 states.
Opinion
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David Fallarme, June 2020
Hubspot's David Fallarme outlines how brands can and have leveraged email marketing to engage with consumers actively seeking information, pointing out that not every email has to start with “we know this is a trying time". COVID-19 has shown us that people want to stay connected.
News
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04/06/2020
Soft drinks company Coca-Cola is emerging from the lockdown period with a new focus on agility and flexibility as it builds on what it’s learned from operating largely in the digital space over the past few months.
News
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01/06/2020
Expedia Group, the online travel firm that owns brands like Travelocity and Hotels.com as well as its eponymous website, is taking a more holistic approach to marketing that can optimise its activity across its entire portfolio.
Article
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John Dawes, Lara Stocchi, Francesca Dall’Olmo-Riley, International Journal of Market Research, Vol. 63, No. 3, 2020, pp. 262-271
Customer satisfaction is a commonly used business performance metric. Despite the widespread use of satisfaction surveys, little is known about how stable individual’s satisfaction scores are.
Article
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Stephen Whiteside, WARC COVID-19 Series, May 2020
Expedia Group, the owner of various online travel platforms, is using the disruption of the COVID-19 pandemic to transform its marketing operations.
Research Paper
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Elijah Whaley, Parklu, WARC Exclusive, May 2020
In China, customer acquisition costs (CAC) are outpacing customer lifetime values (LTV) and the reality is, there is little companies can do to reduce CAC online as the gatekeepers (social/e-commerce platforms and KOLs) hold the keys to consumer attention, but Parklu believes a focus on LTV can countervail CAC.
Article
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John Sills, WARC Best Practice, May 2020
Looks at how best-in-class customer experience requires an ongoing systematic approach that continually improves the areas that matter most to customers, in an increasingly efficient way for the business.
Article
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Fiona McAnena, WARC Webinars, May 2020
Fiona McAnena, a strategic marketer and board adviser who’s worked on international brands across multiple sectors, looks at the four factors to consider when setting pricing strategy during a recession: category, brand, segmentation and timescale.
Opinion
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John Sills, May 2020
A delayed train in Switzerland, and the response of staff, show how an understanding of a customer’s emotions is as important as delivering on the promised function.
News
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11/05/2020
Chinese consumers’ trust in tech has fuelled digital CX innovations until recently, but the pandemic will likely erode some of this trust, according to a new study.
News
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07/05/2020
Walgreens, the pharmacy retail chain, offers an example of how brands can engage with consumers around potentially sensitive topics in an empathetic, and effective, way with its “Feel More Like You” campaign.
Article
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Geoffrey Precourt, WARC COVID-19 Series, TMRE Digital Week webinar, April 2020
Walgreens, the pharmacy retailer, used its “Feel More Like You” campaign to meet the needs of cancer patients who wanted to look their best.
News
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05/05/2020
American Express, the credit-card provider, has shifted the focus of its strategy from acquiring customers to “protecting” its existing clientele – and its brand – in the face of COVID-19.
Article
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Stephen Whiteside, WARC COVID-19 Series, May 2020
American Express, the credit-card provider, is focusing on “protecting” its customers and brand during the COVID-19 crisis.
