Adidas ramps up key city strategy as it makes a play for Paris
Matt BarkerAs the French capital gets its gameface on ahead of the 2024 Olympics, Adidas explains how the city’s local creativity is feeding the brand’s international strategy.
Marketoonist on customer satisfaction metrics
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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Are you as customer-centric as you think?
Ben DavisMany brands are talking the talk about user-friendly digital but far fewer are bothering to walk the walk.
What is customer success and how does it differ from customer experience?
Rebecca SentanceDuring the second half of the 2010s, “customer success” – both as a business concept and as a function – has steadily been growing in popularity.
The game-changing role of intent-driven journeys
Ray GerberWhile it may have once been an empty platitude, businesses are now pivoting to focus attention and resource on ‘the needs of the customer’ with unprecedented vigour. This often leads them on a brave quest to realise the elusive customer-led journey.
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Even the simplest metrics require forensic analysis
Helen EdwardsMarketing metrics have a tendency to tell you how you’re doing without telling you what to do and to exist within something infinitely more complex.
Marketoonist on brand trust
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week Explores: The trouble with Pornhub and the value of NPS
Marketing Week ReportersIn the latest edition of the Marketing Week Explores podcast, we discuss the brand reputational woes for Unilever following Dollar Shave Club’s appearance on pornography site Pornhub and debate the true value of NPS.
How Benefit used NPS to build the business case for brow tints
Charlotte RogersAfter introducing NPS to its services business, Benefit has been able to map the success of its customer experience and drive this agenda up to the C-suite.
NPS is where customer insight starts, it’s not your ultimate goal
Colin LewisMarketers should be using NPS and other customer satisfaction scores as a starting point to prompt more insight but all too often they are seen as the end point.
Marketoonist on omnichannel customer engagement
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
NPS is being misused, says measurement’s founder
Charlotte RogersThe founder of Net Promoter Score believes marketers have just scratched the surface of what is possible with NPS, as long as they stop using it as an internal bonus metric.
Is NPS a true measure of customer sentiment?
Charlotte RogersTo some it’s practical and compelling, to others reductive and simplistic, but is NPS a true gauge of customer sentiment or a symptom of marketers’ obsession with numbers?
Risk and reward: How retail brands are managing returns
Matthew ValentineA normal part of doing business or an expense crippling the bottom line, the issue of returns is climbing up the retail agenda as brands deliberate how to tackle repeat offenders.