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.
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During the second half of the 2010s, “customer success” – both as a business concept and as a function – has steadily been growing in popularity.
From women’s football sponsorship and meatless meat to brands taking a stand on plastic and the renewed focus on marketing effectiveness, 2019 has been a good year for shaking up the status quo.
While 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.
Unilever hiring an operational expert in Conny Braams and creating the new role of chief digital and marketing officer shows a shift in priorities for the FMCG giant.
As Tesco CEO Dave Lewis prepares to depart, he offers an inside look at the brand strategy behind the supermarket’s turnaround.
Disabled people make up the majority of staff at social enterprise Beco, which this week is running its first TV ad in a bid to grow its brand and help close the disability employment gap.
Robert De Niro goes mad for bagels, Paddy Power calls time on football shirt sponsorships and Colonel Sanders performs a Mother’s Day striptease, here’s part two of Marketing Week’s campaigns of 2019.
By developing an account-based marketing programme driven by deep knowledge of customers, O2 business is forming closer and more commercially rewarding relationships with its key clients.
Amid a cultural backdrop of climate emergency, Brexit chaos and fears over gun violence in the US, brands are increasingly deciding to take a stand, rather than play it safe.
From chilled-out bulldogs and record-breaking vegan snacks, to probably not the best beer in the world and Alan Partridge’s ‘back at the BBC’ memo, here’s part one of Marketing Week’s campaigns of 2019.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
As we enter the final phase of fierce electioneering ahead of the general election on 12 December, the political parties are hoping that strident messaging, micro-targeting and mudslinging will help them secure a parliamentary majority.
The streetwear tradition of limited-edition ‘drops’, coupled with the increased importance of the secondary market, is bringing added hype to the high street.
Brands’ usual approach to modelling marketing effectiveness is unfit for purpose, with data issues from walled gardens and GDPR restrictions making it unreliable. There’s a better way.
If marketers are really committed to weaning themselves off short-term ROI and prioritising long-term growth they will need to get the C-suite on-side.