Accenture : Analytics Survey, mai 2011
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  • 1. Accenture Analytics Customer Analytics Survey May 2011Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. Copyright © 2010 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
  • 2. Summary of key findings• Accenture’s Customer Analytics Survey of 800 directors and senior managers at blue chiporganizations in Brazil, China, Germany, Italy, Japan, Spain, United Kingdom & Ireland and theUS and Canada showed that more than half (55 percent) of respondents felt their methods forsegmenting customers and providing relevant experiences are either “ideal” or “very goodHowever, more than half of the organizations surveyed do not take advantage of analytics to helpthem target, service or interact with customers. Most organizations accept they could benefit from animproved use of customer analytics•When making decisions about what customers want, many organizations are just as likely to rely onpersonal experience as analysis of data and facts•Even amongst organizations actively using analytics in marketing, sales and service, most are notapplying it broadly across the full spectrum of marketing and customer activities such as pricing,product/service delivery, and product development•Less analytically mature firms are much more likely to perceive their data sources as accurate andreliable than organizations with more developed analytic capabilities• Corporate culture also poses challenges. While almost 70 percent of respondents said their seniormanagement was totally or highly committed to analytics and fact based decision making, corporateculture still presents a major barrier Copyright © 2010 Accenture All Rights Reserved. 2
  • 3. Extent to which organizations are taking advantage of analytics totarget, service or interact with customers 60 %ages 50 70% us analytics for just 2 of the functions or fewer. 40 36 33 30 20 17 10 10 3 1 0 0 Using analytics for Using for any 1 Using for any 2 Using for any 3 Using for any 4 Using for any 5 Using far all 6 none of the 6 The 6 areas or functions are Sales, Marketing, Customer service, Product/service pricing, Product/service delivery and New product/service developmentCopyright © 2011 Accenture All Rights Reserved.
  • 4. Areas in which organizations would benefit, and by how much, from a greater or more sophisticated use of analytics Would benefit at all (1+2) % Would benefit greatly (1) % Market profile/company image 50 18 45 Most organizations accept they Competitive position 16 could benefit from an improved use of customer analyticsNew product/service development 45 17 Product/service delivery 43 14 Product/service pricing 44 12 Customer service 57 32 Marketing 57 23 Sales 55 27 0 10 20 30 40 50 60 70 80 Copyright © 2011 Accenture All Rights Reserved. 4
  • 5. Extent to which even analytically minded organizations are missing opportunities. Proportions of major users of customer analytics not using for……………..New product/service development 59 Product/service delivery 77 Product/service pricing 86 Customer Service 56 Marketing 35 %ages not using analytics Sales 61 in each area 0 10 20 30 40 50 60 70 80 90 100 Copyright © 2011 Accenture All Rights Reserved. 5
  • 6. Extent to which customer and prospect data and analytics providesSales and Marketing functions with an important asset from whichnew ideas and opportunities are regularly generated %ages saying to a great extent70605040 32 32 33302010 0 Total Most analytically mature Least analytically matureCopyright © 2011 Accenture All Rights Reserved. 6
  • 7. Extent to which analytics has been beneficial in understanding….. Proportions saying very beneficial Speed/level of customer activity 26 Speed of customer return 23 Sales team management 27 %ages saying very beneficial Individual customer revenue 21Determining reasons for losing customers 28 Customer service performance 29 Marketing campaign performance/ROI 25 Customer activity by channel 32 0 5 10 15 20 25 30 35 40 Copyright © 2011 Accenture All Rights Reserved. 7
  • 8. Resources used by senior managers when making decisions about what their customers want Very important %Consultation with colleagues 15 When making decisions about what Personal experience 23 customers want , many organizations are just as likely to rely on personal experience as on analysis of simple data and facts Intuition 12More complex data analysis 17 Simple data and facts 22 0 5 10 15 20 25 30 35 40 Copyright © 2011 Accenture All Rights Reserved. 8
  • 9. Frequency of use of customer analytics in each area %age saying very frequently40353025 23 23 2120151050 Sales Marketing Customer serviceCopyright © 2011 Accenture All Rights Reserved. 9
  • 10. Perceived quality of customer and prospect data taken as a whole Proportion describing data as “extremely clean” in each aspect Most analytically mature companies % Least analytically mature Accessibility 15 companies % 16Ease of use/understanding 11 24 Level of integration 13 9 27 In many areas poor analytical users Consistency 22 say their data is cleaner. This probably reflects a lack of awareness Completeness 16 of its poor quality caused by limited 30 use - “blissful ignorance” Format 9 26 Accuracy 19 45 0 10 20 30 40 50 60 Copyright © 2011 Accenture All Rights Reserved. 10
  • 11. How well organizations claim to segment and manage differenttypes of customers and prospects Ideal or close to it % Very good % Quite good % Pretty poor % Not very well at all %80 More than half (55 %) of respondents felt their methods for segmenting customers and providing70 relevant experiences are either “ideal” or “very good.6050 45 40403020 1010 5 1 0 TotalCopyright © 2011 Accenture All Rights Reserved. 11
  • 12. What is holding organizations back? Perceived barriers to improving customer management activities and driving better decision making Most analytically mature companies % Least analytically mature companies % Staff skills limitations 33 22 Data quality limitations 25 25 Technology limitations 35 36 47 Corporate culture at the Budget limitations 29 organization, departmental and senior management level, Lack of senior managment support 45 31 poses a real challengeCulture within sales, marketing and customer service 40 29 Corporate culture 33 42 0 10 20 30 40 50 60 70 Copyright © 2011 Accenture All Rights Reserved. 12
  • 13. Commitment of the senior Sales and Marketing management teamsto analytics and fact-based decision making Totally committed % Highly committed % Somewhat committed % Not very committed % Not at all committed %70 68 per cent of senior S+M teams are at least highly committed so this is not a major barrier to improved60 use of analytics in most companies 50504030 26 182010 6 0 0 TotalCopyright © 2011 Accenture All Rights Reserved. 13
  • 14. Extent to which organizations use customer data as a predictivetool for………… %ages saying to a great extent 70 Again only between approximately one quarter and one third of companies use analytics as a predictive tool in any of these areas 60 50 39 40 36 32 31 30 26 26 20 10 0 Sales growth Competitor performance/activity arket trends M Price movement Product life cycle product/service opportunity NewCopyright © 2011 Accenture All Rights Reserved. 14
  • 15. How beneficial the use of analytics has been for understanding (By customer type) Marketing campaign performance/ROI100 Very benefical % (1) Quite benefical % (2) At least quite % (1+2)9080 73 7170 686050 45 43 3940 3430 25 252010 0 Total Primarily B2B Primarily B2C Copyright © 2011 Accenture All Rights Reserved. 15
  • 16. Which of the following are barriers to improving your customer management activities and driving better decision making? B2B Yes % Staff skills limitations 25 Data quality limitations 32 Technology limitations 32 Budget limitations 34Lack of senior management support 26 Culture within the sales team, marketing and customer service 41 function Corporate culture 34 0 5 10 15 20 25 30 35 40 45 50 Copyright © 2011 Accenture All Rights Reserved. 16
  • 17. Which of the following are barriers to improving your customer management activities and driving better decision making? B2C Yes % Staff skills limitations 36 Data quality limitations 26 Technology limitations 44 Budget limitations 38Lack of senior management support 36 Culture within the sales team, marketing and customer service 39 function Corporate culture 40 0 5 10 15 20 25 30 35 40 45 50 Copyright © 2011 Accenture All Rights Reserved. 17