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Personalization @ Scale

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Thanks to the digitization of everything, we now have the most hyper-reactive markets in history. However, innovation at this speed comes with an unintended consequence – a never-ending glut of options.

The promise of personalization is to propel growth by dynamically and uniquely tailor experiences to each individual and context in a seamless manner across channels. But, personalization is not limited to cross-selling or up-selling. Nor is it strictly about having the right product at the right place at the right time. Accenture believes the ultimate goal of personalization is to use data to make it easier for customers to find and consume what they want, how and when they want it.

Learn more about our services below and explore how Accenture’s personalization research & insights combined with our unique tools, assets & enablers can help your organization drive sustained personalization results.

Learn more at http://accenture.com/personalization

Published in: Business

Personalization @ Scale

  1. 1. PERSONALIZATION SCALE DRIVING GROWTH & LOYALTY WITH EVERY CUSTOMER
  2. 2. LET’S TALK ABOUT WHY, AND WHAT IT TAKES TO SUCCESSFULLY PERSONALIZE AT SCALE DELIVER ONE-TO-ONE EXPERIENCES TAILOR YOUR CUSTOMER’S JOURNEY ACROSS CHANNELS INCREASE RESPONSE RATES, SPEND, LOYALTY THE REALITY IS THAT IT’S TRUE… BUT MOST WHO’VE INVESTED ARE NOT SEEING THE RETURNS THEY’D HOPED YOU’VE PROBABLY HEARD THIS STORY BEFORE…
  3. 3. Source: “Advance to Next-Generation Personalization” Forrester Research, Inc., January 13, 2014 To succeed in today’s digital environment, firms must deliver smarter, more-customer-centric interactions that feel like they were tailored for each user and his or her specific set of circumstances. It must be more dynamic and more predictive than current personalization techniques. Why Personalization?
  4. 4. The goal of personalization is not about cross or up selling. Nor is it about the right product in the right place at the right time. The goal of personalization is to use data to make it easier for customers to find & consume what they want, how and when they want. Why Personalization?
  5. 5. OK… BUT WHY? Why Personalization?
  6. 6. Why Personalization? TOO MUCH CHOICE From 50,000 products in 100,000 sq. ft. stores to 10 million products on a 4” screen How do I know I’m choosing the best product? Could I get a better deal elsewhere? Choice can be paralyzing… NOT ENOUGH TIME Ultra-competitive workplace, overscheduled families, always connected… TOO MUCH CONTENT Solicitations, offers, promotions, social streams… Product sites, third-party research, news, reviews, ratings, blogs…
  7. 7. HOW DO MOST COMPANIES RESPOND? Why Personalization? Deliver more content… Deliver tailored content… Present only as many choices as relevant and… Present as many choices as possible and… Orchestrated and optimized for channel, recipient and journey To every customer through all channels 1 2 3 4 5 6 7 8 9 10 11 12 13 14 … 7 12 5 8 3 1 OR
  8. 8. STRATEGICALLY Personalization is a survival issue Why Personalization? Millennials and other digital natives expect personalized experiences from all brands they interact with DEMOGRAPHICS REQUIRE IT COMPANY EFFICIENCY ISN’T ENOUGH RE-SETTING CUSTOMER EXPECTATIONS Mass-oriented practices adopted for operational and cost efficiency have distanced companies from their customers with one-size-fits-all, top-down, policy-driven interactions and experiences Organizations that have successfully developed personalized experiences are raising the bar for companies in across all industries
  9. 9. Defining Personalization DYNAMICALLY and uniquely tailoring communications and experiences to be CONTEXTUALLY RELEVANT to each INDIVIDUAL customer and their seamlessly ACROSS CHANNELS and the customer journey – at scale. THE HIDDEN FUEL BEHIND EVERY ACTION INTENTINTENT PERSONALIZATION IS…
  10. 10. PERSONALIZATION IS… Defining Personalization DATA-BASED DYNAMIC SEAMLESS UNIQUE IN CONTEXT Built on actual information about individuals Adapting content to changing consumer attributes, behavior, and context Unified across time, location and touchpoints Content and options tailored to individual’s intent Appropriate to time, location, season, and stage of customer journey “Personas” or archetypes based on opinions Addressing customers by name, but delivering the same message to everyone Disconnected across channel or department Generic “personal” touches, like “exclusively for smart consumers like you” “Data-blind” events, such as requests to review a product customer returned PERSONALIZATION IS NOT…
  11. 11. ACCENTURE 4R PERSONALIZATION FRAMEWORK Defining Personalization RECOGNIZE RECOMMEND REMEMBER RELEVANCE Identify both known and unknown customers & prospects through data from CRM, DMP, device, social and other sources. Reach them with the right marketing, offer, content, or product recommendations for the customer based on their actions, preferences and interests. Knowing your customer’s history means not just knowing what they buy, view and consume, but also why they made those decisions. Delivering personalization within the context of the digital experience, such as who and where they are, recent events, and/or what time of the year it is.
  12. 12. Why Personalization? * Accenture ** Hubspot *** Association of National Advertisers Consumers who prefer more relevant messages and offers** Organizations that believe relevant and personal experience will differentiate their organization*** Increase in sales through personalized content** Higher engagement rate from personalization* 75% 83% 20% 42% BELIEFS RESULTS EVERYONE IS DOING IT, NO ONE IS DOING IT WELL, BUT EFFORTS ARE ACCELERATING
  13. 13. THREE PRIMARY CHALLENGES TO SCALE Key Challenges Orchestration of the various technologies, including DMPs, recommendation engines, optimization tools, digital analytics platforms, and rules engines to curate a seamless personalized experience Scaling up the necessary talent with the right skills and culture to enable personalization @ scale across all customer interaction points Operationalizing the capabilities with the necessary operating models, processes, and governance to embed personalization across all campaigns & digital experiences ORCHESTRATE ORGANIZE OPERATIONALIZE 1 2 3
  14. 14. HAVE YOU IMPLEMENTED Any personalization technologies? Which types or vendors? Defining Personalization WHAT RESULTS have you seen? WHAT CHALLENGES have you encountered? IN WHICH CHANNELS and on what scale?
  15. 15. WHERE IS YOUR ORGANIZATION TODAY? Accenture Personalization Maturity Model MINIMAL PERSONALIZATION SELECTIVE PERSONALIZATION STAGE 1 STAGE 2 STAGE 4 STAGE 5STAGE 3 MANAGED PERSONALIZATION OMNI-CHANNEL PERSONALIZATION ENTERPRISE DIGITAL AGILITY JOURNEY TO DIGITAL PERSONALIZATION JOURNEY TO DIGITAL AGILITY PERSONALIZATION AT SCALE
  16. 16. Jeriad Zoghby, PhD Managing Director Global Lead Personalization Accenture Interactive jeriad.zoghby@accenture.com @jeriad Scott Tieman Managing Director North America Lead Personalization Accenture Interactive scott.w.tieman@accenture.com @Scott_Tieman LEARN MORE For more information on Accenture Personalization services, please contact: About Us Xavier Cimino Managing Director EALA Lead Personalization Accenture Interactive xavier.cimino@accenture.com @XCimino Irwin Lim Managing Director APAC Lead Personalization Accenture Interactive irwin.lim@accenture.com
  17. 17. About Accenture Interactive Accenture Interactive, part of Accenture Digital, helps the world’s leading brands drive superior marketing performance across the full omni-channel customer experience. Accenture Interactive offers integrated, industrialized and industry-driven digital transformation and marketing solutions. To learn more follow us @AccentureSocial and visit accenture.com/interactive. About Accenture Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions—underpinned by the world’s largest delivery network— Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With approximately 373,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at www.accenture.com. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. This document makes reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.

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