Accenture Customer Experience 2013

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  • 1. Digital Company and Customer Experience Anatoly Roytman Managing Director, Accenture Interactive EMEA
  • 2. Digital Enterprise Integrated ecosystem supporting customer experience across multiple touch points Digital revolution and customer experience THE WEB ERA THE ERA OF CUSTOMER EXPERIENCE BIG DATA Social CRM CEM CRM Web Analytics eCRM 1995 1998 2012 + Personalization Digital Transformation2000 2002 2004 2008 2
  • 3. Ratings and reviews will be fully integrated in R&D, sales, service and marketing Real time, personalized, location, specific marketing Consumer Goods companies will build trust and drive sales by engaging “brand advocates” Online and offline experience will connect The battle for search will intensify as Consumer Goods brands seek to direct users before the search is even typed Consumers will assist in product development External devices will be used to tailor the customer experience The Accelerating Pace of Digital Innovation Consumer Goods brands will become content providers and broadcasters
  • 4. Copyright © 2013 Accenture All rights reserved. 4 What do these companies have in common?
  • 5. Consumer Engagement Copyright © 2012 Accenture. All rights reserved. 5 Incorporating a pedometer in shoes is convenient but can hardly to be claimed to be a revolutionary new product line. However, with the clever use of Games Mechanics, Nike was able to accomplish a lot more with Nike+. Leaderboards Runners can compete against their friends or work towards collective targets. Status & Achievement They can track achievements and broadcast them to friends, on the Nike+ community or Social platforms Instant Feedback They are able to track their current and historical performance via mobile apps and Apple devices. Value Realized • Higher brand engagement • Greater brand loyalty • New product lines • Increased sales volume In 2011, membership in Nike+ grew 40%, which helped boost revenues in the Running category by 30%. Source: http://investors.nikeinc.com/Theme/Nike/files/doc_financials /AnnualReports/2011/index.html#mark_parker_letter Digital Intelligence Integrated digital analytics and insights
  • 6. 6 Burberry and Facebook – The Art of Trench
  • 7. Copyright © 2013 Accenture All rights reserved. 7 Amazon and Technology Behavioral Targeting Multi- variate Testing Ratings & Reviews Page generation Collabo- rative Filtering Offers Web Analytics
  • 8. Copyright © 2012 Accenture. All rights reserved. 8 Customer experience leaders outperform the market 5-Year Stock Performance of Customer Experience (CxP) Leaders vs. Laggards vs. S&P 500 (2007-2011)
  • 9. Challenges CorporateServiceSalesProduct Product … SearchSocial Mobile DisplayE-mail WebsiteChannel Campaign Offerings Consumer Campaign X Campaign Y Campaign Z Function-Centric Strategies Channel Integration Not Scalable Infrastructure Unclear Business Return Integration of Disparate Marketing Systems is a Key Challenge Front Office Back Office Relevance Old Paradigm: Monolithic web & content development New Paradigm: Component- based development & Cloud Hosted Product Category (5) Region (6) Brand (27) Channel (5) Customer Segment (3) Country (5) 135 810 4,05 0 20,25 0 60,75 0 Current Ability Desired Ability Number of varied, personalised experiences required to achieve granular relevance to the consumer 5 12% 16% 31% 28%26% 9% 39% 13% 0% 10% 20% 30% 40% 50% Time Spent Spend 9
  • 10. 10 Key building blocks Consumer Centric Organization An ecosystem that includes employees and partners Place Analytics & Intelligence at the core of the business Move from point solutions to Integrated Services Define and implement end-to-end Customer Journey Enable global re-use & personalisation of content Integrate online & offline worlds
  • 11. Consumer journey to brand advocacy Connect Attract Orient Compelling Interaction Extend & Retain Social Reputation Pause Act Play Browse discover explore map Visualize view demos compare Research social media ratings, reviews Transact availability order confirmation gift wrap Decide ask questions message with a friend Pre-purchase assistance Track Incentives purchase incentives contests wish lists Trust guarantee privacy customer care Community sneak previews forums user generated content Follow-up loyalty programs recommend Approach sent from click-thru Locate search available 24/7 Recognize feels familiar pass threshold Enter greet options Find navigate search lead follow Advocate contribute participate Consumer Data/Insights Anonymous Social CRM 11Copyright © 2012 Accenture. All rights reserved.
  • 12. Analytics: creating a holistic view of performance “The web is the most measurable medium in the history of marketing. Now all that's left is figuring out how to measure it” — McKinsey Quarterly Digital Performance Sales Revenue Brand Awareness, Consideration Buzz LTV Channel Efficiency & Effectiveness Retention Acquisition Engagement 12Copyright © 2012 Accenture. All rights reserved.
  • 13. Big DATA vs Insights 13 Site Content Selector • Top traffic pages Multi-dimensional Measurement Input • Registrations • Engagement level • Only 1 out of 10 top traffic pages is actively driving new user registrations. • 1 piece of site content has particularly low user engagement. Segments Input • New vs. Returning Users • returning users are dragging engagement level down, suggesting refreshing content to better engage returning users. Analytics Input Insight Output
  • 14. Integrated Capabilities
  • 15. Customer Experience Strategies & Capability Roadmap INITIATIVES IMPLEMENTED EXTERNAL INNOVATION INFLUENCE Market Trends Competitor Assessment Technology Advances External Partners REPORTING ASSESSMENT – High-level cost- benefit analysis – Fit with strategy – Impact to existing operations – Allocation into Operational, Product & Strategic initiative Interactive Agencies STEERING COMMITTEE Quarterly Innovation workshops Industry Innovation Labs Innovation Forum DESIGN AUTHORITY Deep Dive Technology Session Industry Innovation Labs Innovation Forum SERVICE MANAGEMENT Service Improvement STRATEGIC DIRECTION Tier 1 Partners FEEDBACK Innovation Lab Continuous evolution Enable and fully leverage digital innovation driven by customers, marketers, agencies and partners INFUSE INNOVATION IDEAS PRODUCT ROADMAP & SERVICE CATALOGUE SERVICE IMPROVEMENT 15
  • 16. 16Copyright © 2010 Accenture. All rights reserved. Building customer centric enterprise …transformation of organization, processes and technology From function-centric approach Strategic KPIs to customer-centric digital operating model IT Marketing Sales Service Customer Feedback IT Customer Experience Marketing Sales Service experience requirements functionality content creative feedback
  • 17. Consumers like Steve are at the heart of your digital ecosystem User personas Consumers Agent Brand Manager Above Market Team Retailers In Market Team
  • 18. Copyright © 2013 Accenture. All Rights Reserved. This document is subject to contract and contains confidential and proprietary information 18
  • 19. Component Based Architecture Technology Architecture Illustrative
  • 20. a Service Delivery Model that balances efficiency, specialisation with innovation Capability Clouds (Digital Service Unit) Test and Learn Lab Pilot Innovations Ideation and Incubation Markets / Brands / Corp Affairs Regularly Scheduled As-NeededCommunication Communication Agencies Delivery Engine Service Partners Internal Delivery Centre Technology Vendors 20 Digital Acceleration Team Capability Expertise Leads (IT) Capability Expertise Leads (Functions) Capability Clouds Capability Clouds Capability Clouds Capability Clouds Capability Clouds Capability Cloud Digital Mktg Coordinator Focus on Specialization Focus on Efficiency Focus on Innovation and BP sharing Digital Mktg Champions Focus on Consumer Digital Marketing Governance Team Focus on Adoption and Results Consumer Delivery Model Illustrative
  • 21. Digital Control Center as a starting point Serves as a training and education facility for key personnel ..detailed sentiment analysis around key topics and product and campaign launches, perception monitoring and responding… ..new technology lab… … 21 Copyright © 2012 Accenture. All rights reserved.
  • 22. While we talked Copyright © 2012 Accenture. All rights reserved. 22 170,000,000,000,000,000MB of data has been generated 2,900 hours of video uploaded on You Tube 6,000,000 tweets 120,000,000 Google searches 2,900,000 apps downloaded from Apple app store Brands collected 2,000,000 ‘likes’ on Facebook