Capgemini set out to uncover the true drivers of loyalty through research with consumers, executives, and leading academics in the field of customer engagement. Highlighting the gap between consumer experience and executive perception challenges readers to question their own assumptions. The style is clear and engaging, and the reader is left with actionable advice about how to build an emotional bond with consumers.
With limited content published in the second half of 2015, Capgemini Consulting only just made it into our main table. However, what it did publish scored well, and the firm retains a
coveted top-five slot. Relative to competitors, Capgemini Consulting scores well on appeal
(top on this criterion) and resilience (fourth behind IBM, Deloitte, and The Boston Consulting
Group). And although it doesn’t appear on the top-five list, its content is in reality not that far
behind the leader (The Boston Consulting Group) on differentiation.
Like IBM, if not more so, Capgemini Consulting is picking its topics. Or rather its topic. If there’s
a rule in the firm which says every piece of thought leadership must contain the word “digital” in
its title then some people appear to be breaking it. Some, but not many. And, like IBM, the focus
appears to be paying off: Capgemini Consulting has climbed from 9th to 5th in our ranking on
the back of work which is arguably even more consistent in terms of quality than it is in terms of
Capgemini Consulting has chosen the low volume / high investment approach to thought leadership – delivering good
quality material on a small number of topics. We found nothing that would receive our ‘don’t even show this to a client’
stamp, and much is very good. See, for example, So near yet so far, which delivers new insights through extensive analysis
Capgemini Consulting has moved from fourth to third place in this latest ranking. Its consistently good content is driven by
a central team in partnership with experts around the consulting organisation. The firm is particularly good at finding new
angles on topical issues and using secondary research to good effect.
One of the top-scoring pieces in this sample is Why and how businesses are investing in innovation centres—a great
Following a very similar strategy to top-ranked IBM, Capgemini Consulting and takes number four position with a limited amount of solid thought leadership.