Key Theme

How do you find the right balance between what you want, what you can and what you should?
It's the ultimate dilemma. The great drama of the customer, the grail of brands. All the more so today, in a world where every purchasing decision seems to weigh tons - economically, ecologically and socially.
So we collect data. Billions of signals, captured, analysed, modelled. We know everything. Or almost everything. We can predict, personalise and automate. And yet... the question remains: do our customers still want us?

The customer experience, between algorithms and alchemy

We were told that data would help us to understand everything. To be more relevant, more accurate, more efficient. And that's true. But is relevance enough to create desire?

• Quality is no longer enough, it has to be sustainable.
• Originality no longer makes the difference, it has to be committed.
• Loyalty? Outdated. Today, it's attachment that counts.
• And the price? It still has to be right - but one way or the other.

Buying is no longer a simple act of consumption, it's become a choice. Sometimes even a manifesto. And in the face of all this complexity, one thing is clear: the greatest pleasure in the customer experience is when it disappears. When everything runs smoothly. When the customer journey is so smooth that you forget about it. When the experience can't be seen or felt, but leaves an imprint.

Navigating between science and magic: the challenge for brands
So what do we do?

• How do we transform data insights into emotion, into a connection, into a real relationship?
• How far can we go with hyper-personalisation before we become... creepy?
• What role can AI play in this alchemy between automation and human creativity?
• Faced with ultra-solicited consumers, how can we emerge as something other than just another promotion?

Welcome to this new era, where desire has changed tack and transparency has become a requirement.
If you're looking for answers - or even just better questions - head to Biarritz for the 11ᵉ edition of One to One Customer Experience. I promise, you'll find your future partners there.

Desires & Data, that's the promise of One to One for 2025.