Putting ‘humanity’ at the heart of its communication has helped First Direct move back into pole position in KPMG Nunwood’s Customer Experience Excellence ranking.
Brands are just paying lip service to customer experience as requests for call centre staff to improve the service are being met with resistance.
The fundamentals of marketing are the same as ever despite changing media and consumption habits, but new Marketing Week research shows customer experience, data and brand strategy have gained in importance while advertising has become less of a day-to-day priority.
The top 10 remains almost unchanged from last year, while the highest risers and newcomers reflect a year of trauma and transformation.
A thirst for new experiences has inspired Danielle Atkins to travel the world from Russia to Saudi Arabia via brands such as Beats by Dre and Kodak. Now as CMO of the Diriyah Gate Development, she believes she has uncovered the “challenge of a lifetime”.
From 10 years of Mark Ritson to case studies in effectiveness, the Marketoonist on employing humour in ads to the inside track on Tesco and Patagonia’s brand strategy, here are some of the highlights of Marketing Week at the Festival of Marketing.
Helm will work across six countries and multiple brands to help HomeServe in its aim to become the most trusted provider of home repairs and improvements.