CMOs are talking the CX talk, but not yet walking the walk
Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?
Capgemini launches new digital and UX consultancy in Australia
Backelite aims to provide a range of digital and experience strategy services to Australian brands
Capgemini has brought its international digital service design consultancy to Australia aimed at pooling its digital and user experience expertise into one client offering.
Called Backelite, the business will operate in collaboration with Capgemini’s consulting arm and provide a full-service digital and customer experience-led suite of services, including experience strategy, digital design, prototyping and iteration-based development across websites, tablets, mobiles and wearables.
The company claims it’s employing a range of modern customer experience-led methodologies such as human-centred design and lean principles within the group. Backelite has 150 employees working across Sydney and Melbourne and has been operating in France since 2006. It’s also in The Netherlands and Sweden.
“The digital ecosystem is evolving at such a fast pace so it is important to offer our clients a compelling full service solution that can design, create and optimise digital services around our customers’ needs,” said Capgemini A/NZ VP of digital services, Susan Beeston.
Backelite’s launch client locally is Coca-Cola Amatil, the distribution and logistics part of the Coca-Cola brand in Australia.
Speaking at a launch event for Backelite in Sydney today, the beverage brand’s general manager, Samantha Mitchell, described the partnership as providing the ability to work with one partner housing all capabilities for digital transformation and ecommerce.
Coca-Cola Amatil has been working with Capgemini for a couple of years around audience and communications, including its Fast Track Tomorrow Today B2B platform, an online ordering self-service portal.
“We want to be the best at shopping and browsing, and so started working with Capgemini because it was about getting the customer experience right,” Mitchell said. “Our investment needed to be short and sharp, as technology is constantly changing, and has in turn changed the way we partner.”
International case studies include French retail bank, LCL, which Backelite worked with on its digital banking mobile app; Air France, for a tablet-first website relaunch; and Emmaus Connect, which created a gamified learning platform for at-risk youth preparing for employment.
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