Marketing for customer experience

The role of the CMO is evolving. Deliver on customer experience with creativity and data.

In a world of hyperconnected customers interacting with brands across multiple digital and physical touchpoints, the CMO is increasingly leading the charge for realising exceptional experiences. Data-driven marketing actions and creative brand-building initiatives will drive speed, precision, and purpose at scale.

“Digital has disrupted the way customers interact with brands.”

Virginie Regis, Chief Marketing & Communications Officer at Capgemini

A CMO’s playbook

Generative AI and the evolving role of marketing

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The future of marketing is driven by data

Point of view

Effective investment in generative AI for marketing

In this point of view, we explore how generative AI is changing the face of marketing and the steps marketing organizations are taking to unlock the advantage of this technology today, while also positioning them to access the full range of benefits that will expand across the content life cycle as more adoption barriers fall.

Video

A day in the life of a CMO

Why should CMOs enable real-time marketing to drive sustainable growth?

Report

What matters to today’s consumer

2024 consumer behavior tracker for the consumer product and retail industries.

Article

Creating value through data ecosystems

How Boots UK is redefining marketing operating models and making its own marketing data available to its suppliers.

Gen AI and Data-driven results

Learnings from CMOs and industry experts interviewed in Capgemini’s CMO Playbook

58% of organizations are already integrating generative AI into their marketing efforts

65% employ data-driven methods to adapt to shifting market dynamics and customer demands or to adjust their campaign strategies

55% marketers foresee generative AI as a catalyst for innovation, motivating teams to think beyond conventional boundaries.

The CMO agenda

Report

Total immersion: How immersive experiences and the metaverse benefit customer experience and operations

Organizations are putting improvement of their customer experiences at the top of their agendas. Mixed reality, including augmented reality and virtual reality, has allowed companies to provide a differentiated customer experience. In this report, we examine the potential and impact of these technologies.

Case study

Transforming the telecoms customer experience

Liberty Latin America launches a digital transformation project to deliver revitalized B2C and B2B customer experiences.

Case study

Co-creating a high-class customer experience

Hunkemöller implements a system that consolidates all customer service agent activities into a single tool, seamlessly integrating the landscape.

Case study

Driving digital transformation for a better brand experience

Subway is on a multi-year transformation journey to strengthen its brand to better meet the needs of guests and franchisees.

Chief challenges

Report

Your consumer responsibility

While a firmly established pillar of modern commerce, how many organizations can truly claim to be consumer-first? Discover the new rules of engagement between consumer and brand to unlock growth and raise the standard for experiences. Download the report to learn about strategies for unconditionally meeting the needs of a more responsible consumer base.