Technology consultancies are winning global customer experience transformation assignments at an incredible rate. Last week, McDonald’s announced it chose a technology team comprised of Publicis. Sapient and Capgemini as global strategic IT provider for restaurant and digital capabilities. The two companies were selected over large consulting and technology players, including Accenture, during the year-long pitch.
It is noteworthy, in this new customer-centric, customer-in-charge, marketing era, transformation on mobile and digital customer experience is creating huge global opportunities for the technology consulting firms including Accenture Digital and Deloitte Digital, among others. Technology consulting firms see leading global customer engagement transformation as a sector they can dominate without entering the creative advertising sector.
In a Media Post Agency article on 8/28/17 by Larissa Faw, she outlines the global remit includes leading McDonald’s digital and technology innovation strategy to help create the restaurant experience of the future. Under this agreement, McDonald’s will leverage the companies’ combined expertise to enhance the customer and employee experience, and restaurant operations.
Publicis.Sapient will be part of the team deploying and maintaining McDonald’s restaurant and digital technology solutions, including kiosk ordering, web applications and mobile ordering. The holding company will also help create innovative digital services internally for employees, in its kitchen and store operations, and for the chain’s customers through table service and home delivery.
McDonald’s is an important client for Publicis Groupe, with the network currently managing the restaurant’s advertising in more than 30 countries, including the UK, Germany and Brazil. Plus, the Groupe’s Leo Burnett London recently beat out Omnicom and DDB to oversee the international rollout of McDelivery, McDonald’s new home-delivery service.
This win validates Maurice Levy’s decision 2 years ago to pay an acquisition premium to acquire Sapient (the largest independent technology strategy firm) to shore up Publicis’ technology strategy services.
Capgemini, for its part, will open a new ‘Global Digital Retail Center’ in Chicago to support the relationship, develop and showcase industry-applied business innovation, and attract talent to its growing North American operations.
“The McDonald’s brand has been a household name for generations and has continued to lead in its category by introducing new products that are uniquely informed by the needs and wants of its customers,” said Arthur Sadoun, chairman and CEO, Publicis Groupe. “We’re honored to join Capgemini in reimagining ways the McDonald’s experience can be a source of competitive advantage on the journey of enterprise transformation.”
We are seeing increased demand for digital strategy and customer experience transformation talent broadly across top 100 global advertisers. In addition to hiring firms like Accenture Digital, Deloitte Digital, and Sapient.Razorfish to lead these transformations, they are reaching into these same firms to hire senior-level talent as Chief Customer Officer positions.
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