How brands can be truly customer-centric
Steve HemsleyMost businesses try to put consumers at the heart of what they do, but many fall short because actually being customer-centric often means making business decisions that seem counter-intuitive.
How customer experience is building brands and businesses
Steve HemsleyAs the members of the CX50 list demonstrate, a great customer experience doesn’t just make people feel good, it translates into tangible business results – but the field is getting more competitive all the time.
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Why B2B brands need to invest in brand marketing
Steve HemsleyCreativity and storytelling were previously seen as a luxury afforded to B2C brands but B2B marketers are waking up to the effectiveness opportunity investment can bring.
How to bounce back from redundancy
Steve HemsleyBeing made redundant can knock your confidence and make you doubt your abilities. But the advice from those who have experienced it is to start networking, reassess you career direction and come back stronger.
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What will it take for a new political brand to succeed?
Steve HemsleyIf a new political party established by The Independent Group is to succeed, it will need to build a strong and consistent brand, which is focused on key policies rather than individual faces and speaks to voters beyond London.
Why brands need to realign with customers’ expectations
Steve HemsleyFewer than half of marketers provide an experience that meets what customers expect, new data shows, but the highest performers are leading cross-functional efforts to improve personalisation and real-time response.
What are the real customer benefits of AI?
Steve HemsleyArtificial intelligence is a fast-developing field whose impact on the customer experience has until recently seemed largely theoretical, but now the real-life uses of AI by brands are ramping up.
How messaging bridges the chasm between brands and customers
Steve HemsleyFrom discovery of new products to customer care, today’s customer journey is more complex than ever. In this competitive landscape, brand success is centred on meaningful, one-to-one interactions.
How Gymshark mastered Instagram to drive instant sales
Steve HemsleyBlack Friday is one of only two sales a year for fitness brand Gymshark, and for last November’s promotion its finely tuned timing and stand-out creative led to a huge influx of sales via Instagram.
Category escapology: How brands are breaking free of their core market
Steve HemsleyBrands are breaking free from one-category products that limit growth and innovation and are taking advantage of consumers’ eagerness to experiment.
How one Facebook campaign changed M&M’s approach to mobile ads
Steve HemsleyM&M’s saw the benefits of taking an unfamiliar approach to mobile advertising, in a Facebook campaign that boosted sales by more than a third.
How KLM’s customer service took off on Messenger
Steve HemsleyWith consumers demanding ever more immediate communication from brands, Facebook’s Messenger is now one of the customers’ favoured methods for interacting with the Dutch airline.
The brands striving to serve today’s connected customer
Steve HemsleyThe most successful brands in a future of increasing connectivity will be those that give people a reason to engage and make every channel work to improve the customer experience.
Innovations in direct mail help brands shout louder in the digital era
Steve HemsleyDirect mail is experiencing something of a renaissance, with innovation and more robust measurement giving this traditional medium a new lease of life.
How brands are taking advantage of innovations in market research
Steve HemsleyFrom neuro-research and behavioural economics to sensory insight and even programmatic, Marketing Week explores the latest techniques for market research.