“Create experiences that transform customers… and society.”
Wided Batat
Professor
·
`Conférencière
Wided Batat is an international speaker, researcher, and author known for her expertise in customer experience, luxury, and digital transformation. She has developed the 7Es model of experience, which is now adopted in universities and companies around the world. With her visionary and humanistic approach, she helps organizations move from a product logic to a logic of immersive and sustainable experiences.
Wided Batat
Wided Batat est une conférencière internationale, chercheuse et auteure reconnue, spécialiste de l'expérience client, du luxe et de la transformation digitale. Avec un parcours mêlant rigueur académique et vision entrepreneuriale, elle a bâti sa réputation sur une approche unique qui conjugue innovation, recherche ethnographique et stratégies d'expérience. Son objectif est clair : aider les organisations à concevoir des expériences à la fois mémorables et durables. Elle est à l'origine du modèle 7Es de l'expérience qui renouvelle le marketing traditionnel. Ce cadre inédit, aujourd'hui enseigné dans plusieurs universités et adopté par des entreprises internationales, propose de replacer l'humain au centre de chaque interaction et d'en faire le moteur de la différenciation. Par son regard visionnaire, elle accompagne les dirigeants dans le passage d'une logique de produits à une logique d'expériences immersives et transformatrices.
Beyond the academic world, Wided Batat leads the B&C Consulting Group, a strategy and applied research consulting firm. There, she implements innovative qualitative methods—ethnographic observation, netnography, immersion—that allow for capturing the weak signals of behaviors and translating these insights into action levers. Her expertise extends from luxury and retail sectors to services, food, tourism, and health.
A multilingual speaker, she speaks worldwide to executive committees, marketing departments, and professional bodies. She captivates her audience through structured presentations grounded in research and illustrated with concrete examples. Her style is direct, inspiring, and accessible, allowing participants to leave with immediately applicable ideas.
Ses nombreux ouvrages font référence, notamment Experiential Marketing: Consumer Behavior, Customer Experience and the 7Es ou Digital Luxury. Chacun de ses livres combine une approche pédagogique et des cas pratiques, ce qui en fait des guides stratégiques pour les dirigeants et les responsables marketing. Elle est régulièrement sollicitée par des médias comme Les Échos, Harvard Business Review ou Inc. Magazine pour partager son expertise. Visionnaire, Wided Batat s'attache à promouvoir un luxe transformateur et une expérience client tournée vers le bien-être et la durabilité. Pour elle, l'entreprise de demain doit dépasser la simple satisfaction pour créer un impact sociétal positif. À travers ses conférences et ses publications, elle propose une feuille de route claire pour bâtir un futur où l'innovation et l'expérience servent d'abord l'humain.
Phygital Power: Reinventing the customer experience between physical and digital
- • Phygital is not just an addition of digital and physical: it is an ecosystem where humans find a central place. In this conference, Wided Batat shows how to create seamless journeys that abolish the boundaries between screens and places.
- • She analyzes the most common mistakes in current omnichannel strategies and offers a framework that allows for surpassing simple "touchpoints." Phygital becomes a framework of global coherence, where each interaction integrates into an experiential narrative.
- • Through examples from retail, luxury, and services, she illustrates how to rethink welcome, relationships, the design of spaces, and interfaces. Emphasis is placed on immersion, continuity, and personalization.
- • Participants leave with operational keys to audit their ecosystem and build a phygital experience that truly engages clients and collaborators.
Positive Luxury: when luxury transforms society and creates meaning
- • Luxury is no longer just a symbol of prestige. The new generations expect it to be meaningful, ethical, and sustainable. Wided Batat explores this shift in a presentation that redefines the contours of contemporary luxury.
- • She presents the concept of positive luxury, where the experience becomes a tool for individual and collective transformation. Far from being a mere product, luxury must now embody a societal and environmental commitment.
- • Case studies on Michelin-starred gastronomy, fashion, or prestigious hospitality support this statement. They show how pioneering brands transform their models without sacrificing excellence.
- • This conference invites leaders to consider luxury as a vector of overall value, combining economic performance, responsibility, and well-being.
The 7Es: the new code for creating unforgettable experiences
- • Traditional marketing (4P/7P) is no longer sufficient to describe the complexity of the current customer experience. The 7Es model proposed by Wided Batat offers a powerful alternative to rethink strategies.
- • Each "E" — Experience, Exchange, Extension, Emphasis, Empathy, Engagement, Emic/Etic — serves as a pillar that guides the design of truly human-centered experiences. The conference details these dimensions pedagogically.
- • Through concrete examples, the speaker demonstrates how the model applies across different sectors: retail, insurance, transport, healthcare. She also shows how it serves as a common language between marketing, innovation, and management.
- • Participants leave with a clear roadmap to diagnose, design, and measure their experiences based on a structured framework.
Employee Experience Revolution: Putting humans at the heart of performance
- • The experience is not limited to customers: it begins inside organizations. In this conference, Wided Batat emphasizes the importance of employee experience as a strategic lever.
- • She shows how to rethink life moments in the company — recruitment, onboarding, collective rituals — through an experiential logic. The goal is to create environments that motivate, engage and retain talent.
- • She offers practical tools to align employee experience and customer experience, demonstrating that external satisfaction is inseparable from internal engagement.
- • This presentation is aimed at executives, HR directors, and cultural transformation leaders who wish to evolve their management practices.
Generation Z: deciphering, engaging, and retaining digital natives
- • Young generations do not consume like their elders: they seek authenticity, engagement, and co-creation. In this conference, Wided Batat provides an accurate portrait of Gen Z and their expectations.
- • She explains the cultural codes of this generation, their values, and their purchasing behaviors, showing how brands can adapt to them. Digital is not a channel, but a natural environment for these consumers.
- • Studies and concrete cases illustrate how some companies have successfully engaged Gen Z through personalized and participatory experiences.
- • Participants discover action levers to establish a sustainable dialogue with this strategic audience and to integrate their aspirations into their overall strategy.
Phygital: Reinventing the customer experience
In this intervention, Wided Batat explores how to abolish the boundaries between digital and physical to create a seamless, immersive, and human-centered customer journey. She presents case studies in retail and luxury to illustrate what a true 'phygital ecosystem' should be.
The 7Es: The new code of customer experience
Wided Batat présente son modèle innovant des 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Engagement, Emic/Etic) comme alternative aux modèles classiques du marketing. Elle décrit comment ce cadre peut être appliqué dans divers secteurs — retail, santé, transport — pour concevoir des expériences mémorables et différenciantes.
Employee Experience Revolution: Putting Humans at the Heart of Performance
This conference highlights the importance of employee experience – from recruitment to internal rituals – as a driver of engagement and retention. Wided Batat offers concrete tools to align the company's internal experience with the external customer experience.
Generation Z: Decoding, engaging, and retaining digital natives
Wided Batat decodes the expectations, values, and purchasing behaviors of Generation Z, while showing how brands can create authentic, participatory, and personalized experiences for them. She analyzes the levers for sustainable engagement with this strategic population.