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User testing: An introduction for marketers
Making a start in user testing? Econsultancy offers an overview to help marketers understand the discipline.
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.
Just 10% of brands in the UK excel at customer experience
Charlotte RogersThe tech industry leads the way in customer satisfaction, while the logistics, energy and water sectors lag far behind, according to new research from the company behind NPS shared exclusively with Marketing Week.
How digital is shaping customer experiences in the beauty industry
Nikki GillilandThe beauty industry is a saturated market, meaning a stand-out product or interesting story is no longer enough to succeed as consumers become increasingly demanding and more digitally-savvy than ever before.
Tesco deems marketing ‘mission critical’ following Covid sales boost
Michaela JeffersonCEO Ken Murphy is “optimistic” about the future of the business, highlighting value, loyalty and online as the three areas Tesco will be focusing on in the year ahead.
Omnichannel retail isn’t new, but balancing channels is more important than ever
Ben DavisEven before the rise of ecommerce, customers could reserve stock in one store at the till of another. Now the key to retail success is making it easy to access the right channel at the right time – and having a product worth buying.
Heineken: Beer brands have missed an opportunity to innovate around flavour
Manny PhamHeineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.
Aviva restructures marketing with introduction of chief customer role
Michaela JeffersonAviva says marketing will play a “crucial role” as it looks to drive future growth, with the newly-created chief customer and marketing role designed to help it achieve those ambitions.