Christophe Amadieu joined Chabé in 2024 as Chief Digital and Marketing Officer to steer the Group’s digital, IT and marketing strategy. With 18 years‘ experience, his mission is to accelerate innovation at Chabé, while aligning these developments with the family business’ international growth strategy.
With a strong background in digital marketing and digital transformation, Christophe aims to strengthen Chabé’s competitiveness through an innovative approach focused on the client experience and the modernisation of IT solutions.
Christophe, you have an extensive background in digital and marketing. Can you tell us a bit more about your background?
I’ve always worked in the digital and marketing worlds, with a strong appetite for transformation and innovation. My career path has led me to manage structuring projects in various economic sectors and markets, with one common thread: rethinking the client experience and optimising the performance of organisations through digital technology.
Before joining Chabé, I managed large-scale digital and CRM strategies, working on projects related to optimising client journeys, improving platforms and managing data. I’ve also worked in demanding environments where digitalization has played a key role in improving services and client satisfaction, whether in BtoC, BtoB or BtoBtoC.
All these experiences have prepared me to take up the challenge at Chabé: modernising our tools, strengthening our visibility and adding value for our clients and partners.
What motivated you to join Chabé in 2024?
Joining the Chabé Group is above all a great opportunity to contribute to the development of an emblematic player in luxury transport.
What appealed to me was Chabé’s ability to combine tradition and innovation. The company has a strong history, recognised expertise and a clear ambition to accelerate its transformation to meet the new challenges facing the sector.
The family business operates in a changing market, with rapidly evolving client expectations, particularly in terms of premium services and the digitalisation of the customer experience. The aim is to deliver a seamless, bespoke experience, while supporting the Group’s international growth.
As Chief Digital and Marketing Officer, what are your priorities for transforming Chabé’s digital strategy and how are you mobilising your team to support this transformation?
My priority is to accelerate the digitalisation of the client experience and optimise our internal tools. This means improving our booking and tracking platforms, making better use of data to anticipate customer expectations and modernising our IT and CRM tools to increase our operational efficiency.
But this transformation is not just about technology, it is above all about people. We have put together a team combining digital, marketing and IT expertise, with a management approach based on agility, collective intelligence and continuous experimentation.
I want to make it a point of honour to aim for technological excellence, while ensuring that our tools remain in line with our positioning.
The luxury transport sector is changing fast, particularly with the impact of new technologies. How is the Chabé Group adapting to current digital trends?
We adapt by integrating innovative technologies that improve both the client experience and our operational efficiency. We have developed an optimised digital platform that facilitates booking management and real-time monitoring. The use of data and artificial intelligence enables us to personalise our services and anticipate our clients’ expectations. Finally, IT also plays a key role in bespoke environmental performance measurement and analysis. We have put in place precise indicators to monitor our ecological impact, better assess our carbon footprint and improve the energy efficiency of our fleet.
Innovation is essential to differentiate ourselves and maintain our leadership position in a demanding market.
What changes are you putting in place to support Chabé’s digital transformation and boost its competitiveness?
Modernising Chabé means changing our working methods and internal organisation. We are relying on a data-driven culture to guide our decisions, adopting agile methods for greater responsiveness and strengthening collaboration between teams to maximise the impact of our projects.
By embracing these changes, we are becoming more efficient and adapting to changes in the market. To go even further, we’re improving our online visibility, enhancing the client experience with more intuitive services and developing strategic international partnerships to expand our network.
Finally, what is your perspective on the future of digital at Chabé over the next few years?
Our ambition is to evolve continuously to strengthen our technological position. Between now and 2025 and beyond, we will be stepping up our technological innovation by exploring new digital solutions, optimising our tools using emerging technologies and adapting our strategy to the specific features of each market.
Our objective is clear: to make Chabé a pioneer in digital luxury mobility, combining innovation, performance and environmental commitment.
