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Wided Batat

International expert, keynote speaker, entrepreneur, eminent professor and researcher

Wided Batat Biography

Dr. Wided Batat is a professor and doctor of experiential and ultimate leading digital marketing expert in customer experience and digital transformation.

Why you should book speaker Dr. Wided Batat

  • Wided is one of the best marketing experts in the world: as a university researcher, she carries out important work all over the world. Booking her gets an outstanding expert of experiential and digital marketing, Customer Experience & Digital Transformation.
  • Her keynotes are highly customisable as she can tailor her keynotes to the need of your organisation.
  • A seasoned motivational speaker, expert on customer & employee centricity – phygital transformation
  • Top-rated corporate entertainer and presenter. You will adopt a new experiential marketing mix and the 7es – discover ethnography for business and innovation
  • She provides advisory services and conducts successful phygital transformation – design innovative customer experience and build effective client-centric business strategy

As the founder of B&C Consulting Group, Wided directs and carries out significant research in experiential marketing in France, Europe, the United States, Asia and the Middle East. Her fascinating marketing, digital transformation and generational keynotes captivate audiences globally and offered both in French and English. Moreover, she also offers solid research-based marketing workshops and training tailored to the needs of your organisation.

“To innovate is to understand today the world of tomorrow by adopting ethnography as a new tool of study and the 7Es of the experiential marketing mix to create innovative, adapted, attractive and effective customer and employee experiences.” – Dr. Wided Batat

Speaker Dr. Wided Batat advises and helps companies and organizations to:

  • Conduct successful digital transformation with phygital experience: physical & digital
  • Design innovative and fruitful customer and employee experiences
  • Build business strategies that really focus on customers and employees “Customer Centric” &“Employee Centric”
  • Understand, collaborate and achieve business objectives when targeting Digital, YouthGenerations & Millennials

With more than 15 years of experience in the field, Dr. Wided is specialised to provide in innovative market research & consumer insights, with a focus on Experiential Marketing and ethnographic studies.

Combining scientific research and field experience, speaker Dr. Wided can transform your organisation by providing innovative market research and consumer insights. Her expertise can help your business to have a constant perspective of innovation, profitability, progress and performance. She has also published many books in the field, her 2019 book Experiential Marketing is invaluable for consumer behaviour, marketing experts and executive teams.

What makes Wided outstanding as a speaker is the fact that she can customise her keynotes for the needs of the customer to a very high degree: her topics include experiential marketing, digital transformation, customer experience, mass market, luxury, food, well being, territorial, Generations Z & Alpha and millennial.

Wided Batat Videos

Testimonials for Wided Batat

“It’s very clear that in today’s Experience Economy marketing must change. The old ways of thinking, while good for its time, no longer cut it. It is therefore great to see Wided Batat’s new book take on the 7Ps of the old marketing mix and replace them with the 7Es, each one focused on thinking experientially. All marketers should read this book and then change their approach to generating demand that fits in with a time when experiences have become the predominant economic offering.”

B. Joseph Pine II

Co-author, The Experience Economy

“As both a journalist and a consumer, I find it difficult to keep up with the many changes taking place in the business world and specifically in marketing. I appreciate that Wided Batat has decided to explore those changes head on in her new book Customer Experience & the 7Es of the Experiential Marketing Mix. So much of what we hear about these days is “experience over product,” so the timing couldn’t be better for a book on this topic. I look forward to adding it to my reference collection for future stories.”

Elizabeth Garone

Journalist, The Wall Street Journal and BBC Capital

“In The 7 Es, Wided Batat offers a much-needed introduction and review of ways in which the consumption experience carries profound implications for marketing practice. I especially appreciate the book’s development of the experiential marketing mix and its scholarly grounding in an insightfully elaborated formulation of the essential experiential concepts via case examples and reviews of the relevant literature (including a timely awareness of the emerging physical-&-digital or “phygital” consumption context).”

Morris B. Holbrook

W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business Columbia University

“Wided’s book offers a nice structure. The content is certainly relevant for the digital age. The overall concepts seem right and seem to be useful for managers.”

Bernd Schmitt

Author, Customer Experience Management

Wided Batat‘s Topics

Business Recovery Post-pandemic: How to redefine Business Models & Practices

The concept of recovery has become increasingly popular in the area of mental health care. Still, recently, it has been associated with the current pandemic crisis as the guiding principle for companies to survive and adapt to the big change generated by the unexpected and imposed COVID-19 crisis.

However, a major limitation to this concept is the lack of clarity regarding its definition and how this process can be implemented by companies to recover and sustain their businesses during the current pandemic disruption.

The objective of this talk is to show that by looking at the bright side of the pandemic disruption instead of its dark side, managers can redefine new business practices and change their modes of thinking and acting might be even better and more relevant than the established ones considered as perfect during the pre-pandemic crisis.

This talk goes beyond the idea of crisis management mostly operational and HR oriented by showing the relevance of a more holistic and integrative model the business recovery strategy to innovate and rethink established business practices.

How to enhance the customer experience?

For companies, the integration of the experiential, digital, symbolic and emotional dimensions into the offer is essential to create a competitive advantage by adapting to the tacit and explicit expectations of consumers. Consumption is no longer limited to the functional and tangible dimension, it is also an experience in which the consumer is involved.


  • In this keynote, speaker Wided Batat takes the audience on a journey to learn about consumer cultures, quality of experience, teamwork, experience management and digital marketing.
  • The keynote will give you a solid and applicable knowledge about the customer experience.  Moreover, Wided will also tell you many important takeaways and the best practices in the area
How to understand, seduce and work with Millennials

Whether apprentices, customers, or young workforces, the arrival of millennials and post-millennials questions the organization of the company and its corporate management. If millennials have already transformed company codes with new expectations, post-millennials fundamentally different from the previous generation are now disrupting the managerial practices in companies.

Thus a new management model adapted is needed for a successful integration to avoid any intergenerational conflicts and develop new tools to adapt to this youth generation and integrate young professionals while developing the company’s productivity and sustainable relationships with them. 

  • Different forms of interactions that incorporate new tools developed by Dr. Batat in this keynote based on her own scientific works and international expertise in the sector of youth management, models, strategies, examples from different cultural settings and sectors will be used in this keynote to help professionals to reflect on and rethink their internal and external strategies and actions targeting young people.
Digital luxury: Transforming Brands and customer experiences
The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital.

This talk Dr. Batat explores the current malaise and offers ways forward through a mixture of research and practice-led examples.

Welcome in the new Phygital era: How to innovate and perform adopting a new approach Phygital (physical & digital)?

This pandemic crisis showed us not only the positive side of the digital transformation but also its failures. This is an opportunity for companies to step back and rethink their digital transformation, not in terms of tools and technologies but more by focusing the phygital aspect of the digital transformation that helps companies connecting their physical places to the digital spaces and offering a positive, productive, and protected digital working or purchasing experiences.

While omnichannel does apply to the retail sector and the points of sales, Phygital is an ecosystem that applies to different sectors ranging from education, banking and insurance, and airlines to health care, hospitality and restaurants, and entertainment.

That’s why in contrast to omnichannel that connects touchpoint by using digital with the logic of purchase and e-commerce (economic value in distribution), phygital as a holistic approach can be used in communication, marketing, branding, advertising, product innovation, pricing, etc. to provide customers with value, not only economic but also symbolic and social, among others

With phygital, we attempt to understand consumer and brand behaviors in a new environment: the third environment that we need to define what are its elements and how does consumer interact with the brand in this environment in and outside the store.

The implementation of a phygital ecosystem goes beyond introducing technologies in the store as in the omnichannel logic, it requires a new approach to offer the ultimate experience by following multiple stages in the implementation process from the computer science literature (e.g., connection, captivation, contexts, content, collaboration, communication, consistency, and competency)

Transgenerationality: connecting digital natives and tech immigrants for better marketing and management practices
After generation Y and Z, intergenerational management becomes a new topical issue for companies. Yet there is not yet a business model on which to rely to help managers value this generational diversity. If the differences between generations can be a source of tension, they can also be a powerful lever of complementarity, provided that we have a different reading framework than the one we know today. In this talk Dr. Batat provides key insights from her scientific research as well as tools and strategies to help companies enhancing employee experience and connecting youth and seniors for more productivity.
Why marketers need to shift to the new Experiential Marketing and its 7Es? Beyond Kotler’s Marketing mix
Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty?

In this exciting talk, Dr.Wided Batat introduces the audience to the new customer experience framework and the era of the “Experiential Marketing Mix.” She introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process); a tool that focuses on the consumer as a starting point in marketing strategies. By using these, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic.

The new consumer behaviors: How to design a new customer experience post-pandemic?

For companies facing the pandemic and post-pandemic disruption, the integration of the experiential, digital, symbolic and emotional dimensions into the offer is essential to adapt faster and better than competitors to the new normal market.

Consumption in the new normal context is no longer limited to the functional and tangible dimension, it is also an experience in which customers are involved and where companies should share empathy and values with their customers.

Yet, we need first to question what are the new emerging needs of customers during and after the pandemic? What are the tools and market research insights that are relevant to understand the real needs of customers and respond to them?

Food and experiential marketing: how does food pleasure and food epicureanism contribute to consumer food well-being: What do we need to learn from the French Approach
Pleasure plays a significant but often neglected role in the creation of consumer wellbeing and the relationship between the food consumption experience and healthy eating. This innovative collection focusses on the experiential and hedonic aspects of food and the sociocultural, economic, ideological, and symbolic factors that influence how pleasure can contribute to consumer health, food education, and individual and societal wellbeing.

In this talk, Dr. Batat explores how the experiential side of food pleasure may drive healthy eating behaviors in varied food cultures. It questions: Is food pleasure an ally or an enemy of developing and adopting healthy eating habits? Can we design healthy offline and online food experiences that are pleasurable? What are the features of food consumption experiences, and how do they contribute to consumer wellbeing?

Improve the digital customer experience of your business
In the context of digital transformation, many companies are aware that the relationship between an organisation and the customer changing constantly. For this reason, the purpose of this conference is to help you adapt your customer experience and make it more innovative and powerful.

  • During this keynote, speaker Wided Batat will present you a set of practices and tools that you will need to put in place to create a successful digital customer experience.
  • This keynote provides many great takeaways for everyone interested in the evolution of the customer relationship. Through analyzing French and international companies (easyJet, Google, Amazon, etc.), Wided will give you a theoretical framework which you can also easily apply in practice.

Books by Wided Batat

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