From loyalty to empathy
Loyalty... Loyal customers are not always the best treated, not by a long shot! The press has often set a (bad) example by being more generous to its prospective customers - by offering more gifts to new subscribers - than to its longest-standing subscribers. The insurance industry follows a similar practice, offering a [...]
What research is being done on brands in the digital age?
How can we renew our approach to brand research? At a time when brands have an omnichannel presence, on the web, in-store and on social networks, new digital monitoring tools and evaluation techniques that reflect the reality of customer journeys and targets already exist. The challenge is to learn from them. [...]
Digital Customer Relations: interview with Jean-Marie David, digital customer relations specialist
Jean-Marie David, you are in charge of Digital Customer Relations at Allianz France. What is your role and what are the challenges for a brand like Allianz? The mission of the 'Digital Customer Relations / New Relationship Modes' team is to offer business expertise in customer relations applied to the transformation of our [...].
A new paradigm in brand relations: a meeting with a brand historian
New forms of brand relationships Editor-in-chief of La Revue des Marques, Jean Watin-Augouard describes himself as a 'brand historian': we meet on the subject of trust, or rather distrust, in brands. Adwise: Recent studies have highlighted the growing distrust of brands, particularly in the financial sector [...].
