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

WHAT MATTERS TO THE CONSUMER

We asked 10,000 people in 10 countries 1 question: What matters to today’s consumer?
Download the report

The future of marketing is driven by data

<div class="col-md-4 storyBox"> <div class="storyInfo FirstStoryTextInFourStories"> <span class="storyTag"></span> <a class="storyTitle" href="https://qa.ucwe.capgemini.com/wp-content/uploads/2022/04/CMO-Playbook_2021-10-21.pdf" aria-label="Why CMOs should enable real-time marketing to drive sustainable growth" http://target=_blank><h3 class="story-subtitle">Why CMOs should enable real-time marketing to drive sustainable growth </h3></a> <p>Are CMOs realising the full potential of data-driven marketing? Is the marketing function sufficiently data-driven to be able to conduct real-time marketing? To find out, we surveyed 1,600 marketing executives from around the world, representing a broad range of industries. Drawing on our research and experience, we believe six focus areas are critical to ensuring CMOs are prepared for the future in a data-driven marketing environment.</p> </div> </div><div class="col-md-8 storyBox"> <div class="imageWrapper imgWrapperFourStories escaper escaper-right"> <a href="https://qa.ucwe.capgemini.com/wp-content/uploads/2022/04/CMO-Playbook_2021-10-21.pdf" aria-label="Why CMOs should enable real-time marketing to drive sustainable growth" http://target=_blank tabindex="-1"> <picture> <source srcset="https://qa.ucwe.capgemini.com/wp-content/uploads/2021/09/Capgemini_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=1024&quality=70" media="(min-width: 992px)"/> <source srcset="https://qa.ucwe.capgemini.com/wp-content/uploads/2021/09/Capgemini_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=1024&quality=70" media="(min-width: 768px)"/> <source srcset="https://qa.ucwe.capgemini.com/wp-content/uploads/2021/09/Capgemini_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=500&quality=70" media="(min-width: 0)"/> <img loading="lazy" class="box-img" src="https://qa.ucwe.capgemini.com/wp-content/uploads/2021/09/Capgemini_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg" alt="" style="object-position: 0% 0%; object-fit: cover;"> </picture> </a> </div> </div>

Data enables marketing to achieve its potential as a growth driver

In this infographic, we outline what data-driven marketers are doing differently and the benefits of a data-rich approach. See highlights from the CMO Playbook, including a look at how data-driven marketers are realising better business outcomes.

Rethinking brand strategy with technology and data

The digital user base has expanded, as has time spent online. From the business side, growth in enabling technology—and the willingness to use it—has increased, allowing better CX and tracking, pushing the volume of data collected.

Creating value through data ecosystems

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

Data-driven results

Lessons from marketing executives surveyed in Capgemini’s CMO Playbook
93% of data-driven marketers are highly satisfied with their real-time marketing initiatives.
43% of marketers say harnessing data has helped their team become more agile in responding to customer and market needs.
Data-driven marketers on average enjoy a 16% point improvement in brand awareness/consideration.

Chief challenges

<div class="col-md-8 storyBox"> <div class="imageWrapper imgWrapperFourStories escaper escaper-left"> <a href="https://go.frog.co/brand-purpose-activation-report" aria-label="Disruption fatigue" tabindex="-1"> <picture> <source srcset="https://qa.ucwe.capgemini.com/wp-content/uploads/2022/04/Capgemini_Frog_Disruption-fatigue-report.jpg?w=1024&quality=70" media="(min-width: 992px)"/> <source srcset="https://qa.ucwe.capgemini.com/wp-content/uploads/2022/04/Capgemini_Frog_Disruption-fatigue-report.jpg?w=1024&quality=70" media="(min-width: 768px)"/> <source srcset="https://qa.ucwe.capgemini.com/wp-content/uploads/2022/04/Capgemini_Frog_Disruption-fatigue-report.jpg?w=500&quality=70" media="(min-width: 0)"/> <img loading="lazy" class="box-img" src="https://qa.ucwe.capgemini.com/wp-content/uploads/2022/04/Capgemini_Frog_Disruption-fatigue-report.jpg" alt="" style="object-position: 0% 0%; object-fit: cover;"> </picture> </a> </div> </div><div class="col-md-4 storyBox"> <div class="storyInfo FirstStoryTextInFourStories"> <span class="storyTag"></span> <a class="storyTitle" href="https://go.frog.co/brand-purpose-activation-report" aria-label="Disruption fatigue" ><h3 class="story-subtitle">Disruption fatigue</h3></a> <p>In the coming era of socially and environmentally conscious business, disruption alone won’t be a sufficient differentiator. Issues such as climate change, social justice, and mental health have become critically important to many workers and consumers, pressuring businesses to change their products and practices. Instead, organizations will need to embody and advance that purpose. Download the report to learn more.</p> </div> </div>

What all brands must have

We ask Leanne Fremar, Chief Brand Officer at frog how she’s leading her organization into the future.

Chief challenges

Want to know how to navigate the new realities of leadership? Visit 'Chief Challenges', an interactive series for marketing executives.

Does your brand serve a purpose?

Take this brief survey to understand your brand’s relationship with its purpose.

The CMO agenda

<div class="col-md-8 storyBox"> <div class="imageWrapper imgWrapperFourStories escaper escaper-left"> <a href="/gb-en/insights/research-library/discussion-with-purpose/" aria-label="How CMOs can drive us towards a more sustainable world" tabindex="-1"> <picture> <source srcset="https://qa.ucwe.capgemini.com/wp-content/uploads/2022/04/Capgemini_Insights_Customer-First-Marketing_Leading-with-genuine-purpose.jpg?w=1024&quality=70" media="(min-width: 992px)"/> <source srcset="https://qa.ucwe.capgemini.com/wp-content/uploads/2022/04/Capgemini_Insights_Customer-First-Marketing_Leading-with-genuine-purpose.jpg?w=1024&quality=70" media="(min-width: 768px)"/> <source srcset="https://qa.ucwe.capgemini.com/wp-content/uploads/2022/04/Capgemini_Insights_Customer-First-Marketing_Leading-with-genuine-purpose.jpg?w=500&quality=70" media="(min-width: 0)"/> <img loading="lazy" class="box-img" src="https://qa.ucwe.capgemini.com/wp-content/uploads/2022/04/Capgemini_Insights_Customer-First-Marketing_Leading-with-genuine-purpose.jpg" alt="" style="object-position: 0% 0%; object-fit: cover;"> </picture> </a> </div> </div><div class="col-md-4 storyBox"> <div class="storyInfo FirstStoryTextInFourStories"> <span class="storyTag"></span> <a class="storyTitle" href="/gb-en/insights/research-library/discussion-with-purpose/" aria-label="How CMOs can drive us towards a more sustainable world" ><h3 class="story-subtitle">How CMOs can drive us towards a more sustainable world</h3></a> <p>The last couple of years have served as a wake-up call for marketers around the world. Today, every brand has a cultural significance that it didn’t necessarily have in the past. Consumers are looking for evidence of where companies stand on a wide range of global and local issues, including, but not limited to, gender, race, climate, and sustainability. This push is coming, in part, from young employees, who see their relationship with work and employers fundamentally differently than their older colleagues. For them, having a sense of purpose at work and a job that allows them to fulfill their personal values is a standard requirement, not a nice-to-have. Brands need to send the right signals to consumers, employees, partners, and wider society, and to back them up with demonstrations of purpose.</p> </div> </div>

Striking a chord with customers

The future of customer engagement and loyalty, and how IKEA creates and nurtures an emotional connection with customers.

The perfect mix of creativity and data

Creativity and data are often considered opposites – yet, the two haven’t actually stood on an equal footing in the marketing function.

Driving growth through marketing-led innovation

How Orange is collaborating with its customers to create exciting propositions around 5G, financial services, and sustainability.

Explore further

Helping businesses ‘make their mark’

We imagine and build experiences, products and businesses that disrupt the status quo, win hearts and realize the future. 

Continuous business reinvention

Imagine, build, and scale strategies, business models, brands, and ventures that drive purpose and sustainable growth.

Customer experience

Your customers are unique. Different needs, different expectations, different preferences.