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.
News
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29 June 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.
News
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04 June 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.
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.
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.
News
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11 May 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 May 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 May 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.
Article
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Jenny Chan, WARC COVID-19 Series, April 2020
A Forrester report examines how COVID-19 is altering customer expectations in China after the recent COVID-19 pandemic.
Opinion
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Jenny Chan, April 2020
The COVID-19 pandemic has had a tremendous impact on retail brands. Changes in consumer behaviour during this period will carry on for the rest of 2020 as online shopping and cloud services become trendier.
Article
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Malcom White, WARC Exclusive, April 2020
Convenience retail is a major growth engine in the retail sector, despite the competition of larger experience-oriented retail formats.
Article
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Stephen Whiteside, WARC COVID-19 Series, April 2020
Herman Miller, the furniture company, is seeking to adapt to new demands as the COVID-19 pandemic transforms its business-to-consumer and business-to-business opportunities.
Research Paper
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Daniel Bone, WARC COVID-19 Series, March 2020
COVID-19 has brought into focus how the FMCG industry provides critical value on a daily basis for those in need of basic necessities.
Article
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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.
Article
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Stephen Whiteside, WARC COVID-19 Series, March 2020
Spirit Airlines, the air carrier, believes that its low-cost business model could be a benefit at a time of crisis, such as the spread of COVID-19.
News
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26 February 2020
Amazon, the online retailer, is introducing certain features similar to those found on social media to help brands engage in “conversations” with consumers.
