面向真实客户的实时营销活动

Unlocking the Experience Continuumwith agentic AI and the Table of contents The executive takeaway 1 The paradigm shift The solution - making the Experience Continuum 10 Executive value summary Executive Summary Retail banking CMOs are under mountingpressure to deliver personalized, real-timecustomer experiences across anexpanding array of products, channels,and regulatory environments. Yet mostmarketing organizations remain anchoredto outdated operating models – episodic Marketing Orchestrator (IMO). ExperienceContinuum replaces static, siloedmarketing with a continuously optimized,customer-centric engagement model,transforming every stage of themarketing lifecycle, from signal This whitepaper introduces the“Experience Continuum,” a new paradigm The Core Proposition Capgemini and Google Cloud provide the constant: the strategic framework, the agenticAI architecture, and the Intelligent Marketing Orchestrator. The marketing platform Together, this approach gives retail banking CMOs the tools to: The Challenge Why Campaign-Centric Marketing Is Broken The retail banking marketing model hasn’t fundamentally changed in decades. Despitesignificant investment in MarTech – Customer Data Platforms (CDPs), real-time decisioningplatforms, journey orchestrators, and personalization engines – most banks still operate in a The Structural Gaps back on nurture journeys guided by predefinedlogic rather than real-time intelligence. Retail banking CMOs typically deploy two broadstrategies depending on how much they know Both approaches share a fundamental flaw:they’re reactive, not anticipatory. They respondto what customers have already done, not whatthey’re about to do. And in both cases, the toolsdo exactly what they’re told. And that’s part of For signal-rich customers, whose intent andbuying phase are well understood, banks usereal-time decisioning and personalization tools Real-World Pain Points Generic, static segments Manual execution at scale Banks still market to broad demographicbuckets rather than to individuals – missingthe intent, motivation, and emotional Content creation, journey design, andcampaign deployment remain labor-intensive across disparate platforms, Compliance as a bottleneck Slow optimization cycles Every message must navigate legaland compliance reviews, slowing timeto market and creating significant When campaigns underperform, weeks ofanalysis pass before adjustments are made – bywhich time the customer's context has already Audience fragmentation Attribution gaps Customers receive conflicting orirrelevant offers from disconnectedproduct teams, leading to frustration Without clear attribution, ROImeasurement is compromised and Industry Context According to Capgemini Research Institute, 60% of organizations have already begun theirgenerative AI journey. More tellingly, these companies are now dedicating 62% of theirMarTech budgets to the technology – a clear sign that the window for early-mover advantage is From Campaigns to the Experience Continuum The Experience Continuum isn’t about making incremental improvements to existingmarketing operations – it’s a fundamental rethinking of how banks engage customers In the traditional campaign model, marketing is episodic: teams design product-centricpushes, deploy them in bursts, and analyze results weeks later. The customer is treated as astatic profile at a fixed point in time, mapped to a segment that was defined last quarter. In the Experience Continuum, every customer interaction – a credit card swipe abroad, amortgage calculator visit, a change in direct deposit pattern, an increase in savings balance– feeds into a continuously evolving engagement system. The bank doesn’t wait for the next “The data has always been there. What's changed is our ability to act on it in real time, at theindividual level. Banks are sitting on some of the richest behavioral signals in any industry. Everytransaction, every product page visit, every moment of hesitation tells a story. The question wehelp our clients answer is: are you reading that story, or are you still sending the same email to The shift from static segments to living archetypes isn't just a marketing evolution. It's what Arindam Choudhury EVP & Global Head FS Insights & Data From Segments to SoulsThe Human Dimension from behavioral and contextual signals, andcontinuously updated as the customer's lifeevolves. A first-time credit card holder whostarts browsing travel lounges and foreignexchange rates isn’t just 'Segment: 25–34, Central to this shift is the move fromdemographic segments to living, changinghuman archetypes. A segment tells you who acustomer is in aggregate. A dynamic archetypetells you what they feel, what they want, what Dynamic archetypes aren't static labels assignedat onboarding. They’re dynamically recalculated Capgemini, Google Cloud, and the Intelligent The Experience Continuum is an architecture, not just a concept. It’s made o