“"Emotion is the invisible key that captures attention, determines trust, and creates experience."”
Laurent Beretta
Laurent Beretta
Laurent Beretta is a customer experience specialist who has chosen magic as a language to make visible the invisible mechanisms of human perception. He has built a unique method that combines neuroscience, behavioral psychology, and artistic staging so that your teams look at their customers differently several weeks later.
A graduate of the Forrester Institute in customer experience, certified in neuromarketing (ESSEC) and trained in NLP by Richard Bandler, he combines scientific rigor with the emotional power of performance. His central conviction is that emotion is not a supplement of the soul; it is the engine of decisions and loyalty. After winning the Grand Prix at the Monte Carlo Magic Festival, he created the Fantastic Evenings in Paris, an immersive experience inspired by Robert-Houdin, where magic becomes a reflection on attention, imagination, and human relations.
For more than ten years, he has worked with major organizations (Air France, LVMH, Chanel, BNP Paribas, MAIF, Ubisoft, Cartier, Dior) to align strategy, culture, and behaviors around a customer experience genuinely felt by all employees. His goal is to help them change their ways of seeing, their ways of acting.
Convinced that AI can be a formidable lever for revitalizing human experience, he demonstrates how digital tools (review analysis, personalization, emotional data, conversational AI) can enhance — and not replace — relational quality and the sense of service. Laurent Beretta speaks in French and English with leaders, managers, and operational teams, using interactive, immersive, and highly personalized formats.
Create the 'Wow' effect in customer experience!
- Customer experience is not just a functional journey: it is a total emotional experience. Laurent Beretta demonstrates, through magic, that every interaction — even minuscule — can become a memorable moment. He relies on his emotional model Surprise – Interest – Joy, which structures memory and loyalty.
- Through spectacular illusions and concrete analyses of real situations, he shows how emotions guide decisions far more than rational arguments. The Wow effect is not a gimmick: it is a genuine intention translated into precise gestures.
- The conference can be personalized with a prior mystery client immersion: Laurent experiences the company's journey before the event and provides an emotional reading of the touchpoints on stage, highlighting what creates — or destroys — the experience.
- Participants leave with a clear methodology to transform each employee into an experience creator, integrating AI as a listening tool (review analysis, personalized responses, understanding emotional signals) in the service of a more human and caring relationship.
- The analysis of customer reviews by AI allows us to go beyond scores and words to capture the real emotional imprint of lived experiences. By automatically identifying signals of Surprise, Interest, and Joy — or their absence — Laurent Beretta will show you how AI helps teams formulate more empathic, personalized, and genuinely useful responses. It does not replace humans: it gives them a better emotional compass to create a more sincere and restorative relationship.
Perception and performance: the art of leading attention!
- For Laurent Beretta, real performance is no longer just about strategies or processes, but about the quality of human relationships at work. Laurent Beretta shows that the employee experience is inseparable from the customer experience: a team that feels respected, listened to, and aligned treats its clients better. Through magic and mentalism, he makes visible often invisible phenomena — perceptual biases, misunderstandings, discouraging routines, or conversely, small attentions that strengthen engagement.
- Through interactive demonstrations, he allows participants to experience what both a client feels towards the company and an employee feels towards your client. Each illusion becomes a metaphor for cooperation: how to capture attention, how to create a climate of trust, how to avoid hasty interpretations, and how to transform tension into an opportunity for dialogue. Magic acts here as a powerful emotional mirror of team dynamics.
- This conference can be personalized in advance: Laurent exchanges with two or three key collaborators, gathers their success stories and best practices, and then brings them on stage. He analyzes their testimonies live to show that emotional intelligence and client culture already exist within the company — it is therefore about recognizing, valuing, and disseminating them. The audience then understands that "working better together" is not a theory, but a capability already present, to be amplified collectively.
- Finally, he incorporates the question of AI as a valuable ally of the employee experience: analysis of internal irritants, more personalized feedback, better coordination, and communication aids. He demonstrates that AI can free up time and energy to strengthen — and not replace — the human relationship, empathy, and cooperation. Teams leave with concrete levers to create a smoother, more supportive work environment focused on client impact.