Executive Education White Paper
Reinventing the Customer Experience:
Putting Humans First!
An interview with Charlotte Gaston Breton, Professor at ESCP Business School
Do you really know your customers? While digital technology allows us to better target them, track them, and understand their behaviour, the customer experience remains essential.
Pioneering companies have moved from a customer-centric approach to a human-centric focus that has anticipated the needs of a responsible and sustainable future.
Being people-centred means that brands can support and contribute to their customers' and employees' personal, societal and environmental well-being.
This approach enables brands to create meaningful relationships with their customers and their employees. It's synonymous with commitment from consumers and employees alike, and it's also meaningful!
What are the key success factors for developing a memorable and responsible human-centred customer experience? What contribution can Artificial Intelligence, Chatbots or the Metaverse make to this customer experience? Is it possible to create commitment and give meaning to consumers versus company employees? Is this a utopia?
Charlotte Gaston-Breton
Charlotte Gaston-Breton holds an HDR from the Université Panthéon Sorbonne and a doctorate from the Université Paris Dauphine. She is a marketing professor at ESCP, academic co-director of the EMIB (Executive Master in International Business) and scientific director of the research centre in Happiness, Well-Being & Management. Her expertise lies in consumer experiences and psychology.
