In our latest Food for Thought series with leading marketers, we asked three brand experts: What are you doing to improve the art of storytelling capability within your team?

There’s no one-size-fits all solution when it comes to implementing a customer-centric culture within organisations, according to industry pundits speaking at the Customer-Centric Innovation Lab 2017 in Sydney this week.

The past decade has seen an explosion of subscription-based business models such as Salesforce.com, Netflix and Spotify, and their popularity is proof customers are renting over purchasing more than ever before.

A highly tactile brand with a focus on the in-store experience can often overlook the power of digital. But at T2 Tea, leveraging technology is boosting both offline and online customer engagement.

Today’s customers expect brands to deliver more authentic marketing messages that connect and resonate with them, says Kellogg’s Australia marketing director, Tamara Howe.

It’s challenging to find innovative ways to stand out, but it’s even harder to make your purpose-led brand message heard through all the noise. Speaking at the Sustainable Brands Event 2016 in Sydney, four leading brand experts discussed their tried and tested strategies to better position their purpose-led companies to get the right response from customers.

Many brands are still delivering lacklustre digital experiences that are resulting in poor customer satisfaction, a loss of loyalty and advocacy, a new report claims.

Adobe, Salesforce, SAS and Oracle are leading the cross-channel campaign management pack, according to the latest Forrester research.

Time-poor marketers inevitably risk leaving budget planning until the last minute, a situation that can have a devastating impact on the effectiveness of their overall marketing strategy.

With more consumers now attracted to the convenience of mobile and online shopping, the pressure is on bricks-and-mortar retail stores to find innovative ways to leverage technology to enhance the in-store customer experience and detract shoppers from simply ‘showrooming.’

Marketing is in one of the biggest moments of transition for the last fifty years, and according to Pure Storage CMO Jonathan Martin, it’s time to rethink the approach to reaching out to customers with the right message.

Technology has signalled a significant shift in the way brands engage with customers, but what can marketers do to really encourage greater customer participation and collaboration?

The Queensland Building and Construction Commission (QBCC) has partnered with MuleSoft to help facilitate its goal of becoming a customer-first organisation through digital transformation.

The travel industry is experiencing a major digital transformation, with technology firms like Travelport offering agencies and airlines innovative booking and payment capabilities to give end users a more seamless and integrated experience.

Marketers looking to deliver exceptional customer experiences are increasingly turning to personalisation. But a new report has found most are still struggling to deliver, with less than three in 100 boasting the single customer view needed to turn discrete marketing activities into ongoing, targeted customer engagements.

Organisations this year will shift towards actionable change through human-centred design as customer expectations become more ‘liquid’, a recent report claims.

The proliferation of virtual assistant technology means organisations can now leverage more innovative ways to enhance customer experience and improve retention rates.

Traditional department stores must be reimagined as showrooms or experience centres in the digital ecommerce revolution, and as just one touchpoint in a shopper’s journey.

The fast fashion industry is booming and in order to keep up with the growth, brands need to find new and efficient ways to up their bottom line.

Many of Australia’s largest brands are coming up short in delivering the digital experiences their customers really want, a recent survey found.

As big data, cloud-based platforms and wearables infiltrate the e-commerce space, the pressure is on retailers to keep focus on what really makes the customer experience simple, seamless and relevant.