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Tag: Capgemini

  • Consumers with high emotional engagement still believe rational factors and brand values are important when they decide on which companies they will bestow their loyalty

    Capgemini report highlights role of emotion in driving consumer engagement

    By A Correspondent

     

    Capgemini’s Digital Transformation Institute has released a new report titled “Loyalty Deciphered— How Emotions Drive Genuine Engagement,” which seeks to understand the main drivers behind brand loyalty. The report, which surveyed more than 9,000 consumers and 500 executives, found that emotions have the strongest impact in driving consumer loyalty. For retailers who are able to foster loyalty through higher emotional engagement with consumers, there is a great potential business benefit of possibly increasing annual revenues by five per cent. The new report also identified a stark disconnect between executives and consumers on how well organizations are making emotional connections; where 80 per cent of executives feel their brand understands the needs and desires of their consumers, only 15 per cent of consumers agree.

     

    An earlier report found that 28 per cent of consumers are abandoning loyalty programs without redeeming any points and over half (54 per cent) of loyalty memberships are inactive.

     

    Said Kees Jacobs, Consumer Goods & Retail Lead, Insights & Data Global Practice at Capgemini:“Consumers are immune to transaction based loyalty programs of the past, so a retailer’s engagement with consumers needs to shift from being transactional to more emotional and meaningful. Decoding human emotions will ensure that brands have a better understanding of their consumers leading to building deep-seeded engagement and long-term loyalty with them. With a potential revenue boost of 5% up for grabs, and weak emotional connections ready to be exploited by the competition, no retailer can afford to ignore this reality.”

     

    The report identified a new sub-set of consumers, those with a high emotional connection to the brands they use or visit frequently. Females and males are equally represented in this group, but millennials (58 per cent, aged 18-36) and consumers in urban locations (53 per cent) comprise the largest proportion. From the countries surveyed, Italy (65 per cent) and Brazil (57 per cent) comprise of the most highly emotionally engaged consumers. Followed by US (56 per cent) and Spain (51 per cent).

     

    Capgemini Digital Transformation Institute surveyed 548 executives at director-level or above at large companies with 80% of the executives in companies with reported revenue of more than $1 billion in FY 2016. It also surveyed 9,213 consumers aged 18+. Both surveys took place from August to September 2017, and covered nine countries–Brazil, France, Germany, Italy, the Netherlands, Spain, Sweden, the United Kingdom, and the United States; and four industries–Financial Services, Retail, Telecom, and Automotive.

     

     

  • Capgemini has announced the launch of its new brand campaign, showcasing employees as part of real-life stories/challenges

    Capgemini India launches employee-centric brand campaign

    By A Correspondent

     

    Capgemini has announced the launch of its new brand campaign, ‘Be the YOU want to be’, showcasing employees as part of real-life stories/challenges. The campaign aims at promoting Capgemini as a preferred career destination, by highlighting real stories of Capgemini team members – their experiences, challenges and other key elements that have helped them develop as a person and as a successful technology professional.

     

    Commenting on the launch of campaign, Rajesh Chandiramani, Senior Vice President, Marketing & Sales, Capgemini India says, “The new campaign brings out real life stories of our employees, who have overcome personal and professional challenges, which are typically faced by technology practitioners. Through this initiative, we want to communicate to aspiring audiences on how Capgemini is offering the desired environment for professional growth.”

     

    The organization is developing nine key objectives, which will be used in a series of advertisements. These directions work in harmony with a Capgemini story or challenge. In this way, the company is providing prospective employees with an aspirational and real picture of what their professional life could be if they pursue a career at Capgemini.

     

    External audiences will be connected through emerging and existing available platforms such as mobile, print, online advertising and outdoor billboards. Social media will be at the heart of the campaign and used to engage prospective employees. Outdoor advertising will be seen in key metros and cities such as Mumbai, Kolkata, Trichy, Salem and Thiruvananthapuram.