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A FRESH APPROACH TO MEASURING AFFINITY
TO PHYSICAL AND DIGITAL BRAND EXPERIENCES
2
Traditional tools for
measuring consumer
attitudes toward brands
are becoming antiquated
as digital technologies
take hold of nearly every
aspect of daily life.
Accenture Interactive and
Fjord have created a way
to measure brand love,
accounting for business
disruption and rapidly
changing consumer
expectations.
Using our research-based
method, we can pinpoint
what people love most
about their experiences
with your brand, and how
to improve areas where
your brand may lag.
1. 2. 3.
WHY AM I READING THIS?
3
3
WE LIVE IN A CULTURE OF
LIQUID EXPECTATIONS,
WHERE EACH NEW AND AMAZING EXPERIENCE
BECOMES THE STANDARD TO WHICH ALL
OTHERS ARE COMPARED
“IF I CAN PAY SEAMLESSLY WHEN I TAKE AN
UBER, WHY ISN’T IT THE SAME WHEN I
PURCHASE MY GROCERIES?”
3
4
YOU MUST BUILD
EXPERIENCES THAT
PEOPLE LOVE
IT’S NO LONGER
ENOUGH TO CREATE
SOMETHING THAT
PEOPLE LIKE.
4
5
BUT LOVE IS COMPLEX.
HOW DO YOU DEFINE LOVE
FOR A BRAND EXPERIENCE?
6
A TEAM FROM ACCENTURE
INTERACTIVE AND FJORD SET
OUT ON A JOURNEY TO
QUANTIFY LOVE,
ANSWERING TWO QUESTIONS…
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WHAT MAKES PEOPLE LOVE A BRAND
EXPERIENCE?
1.
…AND WHAT SUSTAINS THAT LOVE?
2.
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TO FIND OUT, WE EMBARKED ON
A TWO-YEAR RESEARCH STUDY
We started with
qualitative ethnographic
studies that revealed rich
expressions on why
people love digital
services.
Using advanced statistical
techniques, we created
an algorithm explaining
people’s feelings toward
brand experiences.
We then conducted
quantitative surveys of
more than 26,000
respondents.
Three countries
U.S., U.K., and Brazil
Four industries
Retail, Hospitality,
Automotive, and Banking
Six brands per industry
9
THE RESEARCH REVEALED FIVE DIMENSIONS
FOR MEASURING CUSTOMERS' FEELINGS
TOWARD A BRAND EXPERIENCE
Holds people’s attention
in an entertaining way
FUN RELEVANT
Provides clear and
customized information
ENGAGING
Identifies with individual
needs and wants
SOCIAL
Connects people with
each other
HELPFUL
Is efficient, easy, and
adapts over time
F R E S H
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THE LOVE INDEX PROVIDES A RELIABLE
AND REPEATABLE
EXPERIENCE-MEASURING SYSTEM
THE DIMENSIONS APPLY TO
ALL BRANDS,
PHYSICAL OR DIGITAL.
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KEY FINDINGS
Each industry has a unique
FRESH shape consistent across
every market.
Digital-only brands outperform
traditional.
Brands have considerable scope
for differentiation across one or
more dimensions; The Love
Index shows where.
Five experience leaders set the
pace for brand engagement
across industries in the U.S.
We will also reveal the
most-loved brand across the
U.S., U.K., and Brazil.
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THE SHAPE OF INDUSTRY
Regardless of geography, each
industry, comprising six prescribed
brands, has its own distinct shape,
reflecting the dimensions people
care about most.
But these brands and industry
shapes are traditional — crafted
by decades of experiences with
products and services.
As experience leaders change user
expectations, brands will need to
“stretch” one or more dimensions
to differentiate.
Their scores will rise and create a
new shape altogether — for
themselves and potentially their
entire industry.
In an era of disruption, existing
brands and start-ups will continue
to bring imaginative technologies,
services, and experiences to
market.
The driving force behind this
momentum is the shape of
opportunity.
13
DIGITAL BRANDS
OUTPERFORM TRADITIONAL
Digital giants — such as Google,
Fitbit, Amazon, and Netflix —
outperformed traditional brands
in the three markets we studied.
These findings demonstrate the
embedded role technology plays
in our lives.
To remain relevant, traditional
brands must focus on building
design-led, user-centric, and
adaptive products, services, and
experiences.
Surprisingly, Walmart joined the
high-tech juggernauts, ranking
#10 on the top 10 list of most-
loved brands among U.S.
respondents.
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EXPERIENCE LEADERS SET THE
PACE FOR OTHER BRANDS
The following companies garner
the most brand love by
dimension among U.S.
respondents:
Netflix: Fun
Fitbit: Relevant
Apple: Engaging
Facebook: Social
Amazon: Helpful
Experience leaders are
high-scoring “top-of-mind”
brands that set the experience
expectations on specific
dimensions.
Experience leaders have the
power to affect how traditional
brands might choose to
innovate and differentiate
themselves according to FRESH,
and how emerging start-ups
might aim to further disrupt
business and society.
15
U.S. MARKET STUDIES
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U.S. MOST-LOVED BRANDS
#1 #2
#3
#4
#5
#6
#7
#8
#9
#10
17
U.S. RETAIL:
IS IT THERAPY?
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4.0
6.0
8.0
10.0
Walmart Brand A Nordstrom
Best Buy Whole Foods Amazon
U.S. RETAIL MARKET
Helpful, Relevant, Engaging: That’s why people love this select
group of retailers the most.
It’s certainly validation for a sector whose primary responsibility
is to lead people to products they consider “made just for
them.” Indeed, that’s what rings the register.
But we are surprised to see relatively low scores for Fun and
Social, given that so many people already turn to “retail
therapy” to lift their spirits, or spend time with family and friends
looking at the latest gadgets and fashions.
We see an opportunity to design new services that connect
digital and in-store environments and boost the entertainment
aspects of shopping.
Fun
Relevant
EngagingSocial
Helpful
19
4.0
6.0
8.0
10.0
Walmart Brand A Nordstrom
Best Buy Whole Foods Amazon
U.S. RETAIL MARKET
Retail disruptor Amazon, which accounts for 26% of U.S.
e-commerce sales, according to Macquarie Research, is also the
experience leader for Relevant and Helpful. Compared with
other brands, it ranks a bit higher on Fun and scores similarly on
Engaging and Social. Respondents gave good marks for a large
assortment of products in one place, ratings, reviews, and
suggestions for companion items.
Here again, Social and Fun are ripe for the taking. Who will take
the calculated risk?
The most innovative players will likely see fuller shopping carts:
Forrester projects that U.S.
e-commerce sales will exceed $500 billion by 2020.
Fun
Relevant
EngagingSocial
Helpful
20
4.0
6.0
8.0
10.0
Walmart Brand A Nordstrom
Best Buy Whole Foods Amazon
Experience leaders
U.S. RETAIL MARKET
Netflix, Fitbit, Amazon, Apple, and Facebook — our
aforementioned experience leaders — are changing expectations
for all other products and services.
If people love Apple because its hardware and software serve
their individual needs, or Netflix for great bouts of binge-
watching, then they expect every other brand experience to be
just as good…even life-changing.
We call standard setting across industries “liquid expectations.”
You can find out more about this tech-driven phenomenon in
our Living Services report.
Fun
Relevant
EngagingSocial
Helpful
21
U.S. HOSPITALITY:
DESIGN DESTINATIONS
WIN HEARTS
22
4.0
6.0
8.0
10.0
Marriott Hilton W
Brand B Brand C
U.S. HOSPITALITY MARKET
The W, known for its attention to design and premier locations
and amenities, such as Bliss spas, is the clear winner in
hospitality. It is far surpassing the other brands in Fun and
Social, a result of the brand’s lobbies, bars, and restaurants
favored by jet-setting millennials and Gen Xers.
We believe other hotels could win big by capitalizing on their
gathering places, too. Fun and Social, after all, create both brand
buzz and enjoyable getaways for guests.
The key to both aesthetic and functional design is an
understanding of customer journeys and a commitment to
connecting people better once they arrive.
Fun
Relevant
EngagingSocial
Helpful
23
4.0
6.0
8.0
10.0
Marriott Hilton W
Brand B Brand C AirBnb
U.S. HOSPITALITY MARKET
In contrast to other industries, the disruptor, Airbnb, does not
outperform all the traditional players.
The community marketplace scores the same as The W on
Helpful, Relevant, and Social. But it lags on Engaging and even
more so on Fun because it cannot offer on-site experiences like
The W.
That said, Airbnb does surpass the other hotel brands on Social
because its 60 million customers feel a connection to peers and
places.
The industry as a whole has much to ponder as it modernizes
the idea of a destination.
Fun
Relevant
EngagingSocial
Helpful
24
4.0
6.0
8.0
10.0
Marriott Hilton W
Brand B Brand C AirBnb
Experience leaders
U.S. HOSPITALITY MARKET
Comparing hotels to experience leaders sheds further light on
the many opportunities for new services in this sector.
The leaders on this chart are solely digital, except for Apple,
whose stores are a gathering place in their own right. Moreover,
Genius Bars — where people go to manage and simplify their
digital lives — have a unique power to connect.
Hotels and future disruptors might look to Apple for on-site
inspiration (a genius concierge, anyone?). They might also
mirror — and aim to surpass — the experiences offered by the
most-loved shopping and entertainment brands.
Fun
Relevant
EngagingSocial
Helpful
25
U.S. BANKING:
MAKING MONEY FUN
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U.S. BANKING MARKET
Fun Money. As children, we relished in the joy of playing with it.
For adults, it’s a serious matter — often a source of worry.
Such attitudes help to explain why people don’t particularly like
banking experiences. Here’s the good news: As money also
funds dreams, we believe banks have an opportunity to let their
hair down — to excite people about their life journey.
In an industry most associated with Helpful and Relevant,
Capital One — a traditional brand in our set — leads the pack
on all dimensions. Likewise, its on-premise services point
upward toward Fun.
Our research indicates that Capital One delivers on its brand
promise, expressed so well in a series of ad campaigns starring
Spike Lee, Charles Barkley, and Samuel Jackson. Barkley’s
search for a “fresh” nickname is a surprising coincidence, while
the guys’ parody of “Escape (the Piña Colada Song)” is “good-
humored fun,” says Ad Age/Creativity.
4.0
6.0
8.0
10.0
Brand D Brand E Brand F
Brand G Capital One
Fun
Relevant
EngagingSocial
Helpful
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4.0
6.0
8.0
10.0
Brand D Brand E
Brand F Brand G
Capital One Rocket Mortgage
U.S. BANKING MARKET
Meanwhile Rocket Mortgage — the disruptor — significantly
beats the others on Engaging and has double the scores on Fun
and Social.
As banks react to disruption from Rocket Mortgage and fin-tech
start-ups, one lesson is clear: Products are less important than
people.
In fact, complementary Fjord research has identified four types
of banking customers: achievers, balancers, experiences, and
explorers. If banks don’t change their own mindsets, they risk
losing $4.7 billion in revenue, according to Goldman Sachs
Global Investment Research.
For more information on this topic, check out our Financial
Mindsets study.
Fun
Relevant
EngagingSocial
Helpful
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4.0
6.0
8.0
10.0
Brand D Brand E
Brand F Brand G
Capital One Experience leaders
U.S. BANKING MARKET
As with the other verticals, liquid expectations mean banks not
only compete with each other but also with myriad other firms
working to earn affection.
How can applying for a loan be as seamless as tracking an
Amazon order? How can a bank’s service be as immersive and
engaging as, say, iTunes? Could banks tailor options as well as
Netflix to make money Fun?
These are the questions banks must answer if they’re to protect
and grow their market position.
Fun
Relevant
EngagingSocial
Helpful
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U.S. AUTOMOTIVE:
TAKING THE OPEN ROAD…
TO SILICON VALLEY
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4.0
6.0
8.0
10.0
Brand H Brand I Brand J
Chrysler Dodge
U.S. AUTOMOTIVE MARKET
The iconic global brands we studied are earning the most
consumer affection for Relevant, Engaging and Helpful. Fair
enough, cars get drivers where they need to go.
The industry scores lower on Fun and Social, a bit surprising
given that drivers often have passengers with whom they tell
tales, sing songs, and head for vacation. Heck, even the
aforementioned Capital One ads feature men in a car having a
hilarious time.
What can auto brands do to help people connect better? As cars
become more digitally powered – more connected to the home
and other devices – the industry may, as a direct result, win more
hearts as people buckle up.
Fun
Relevant
EngagingSocial
Helpful
31
4.0
6.0
8.0
10.0
Brand H Brand I Brand J
Chrysler Dodge Tesla
U.S. AUTOMOTIVE MARKET
Tesla, considered the leader in luxury electric cars and
autonomous-driving technology, is the industry disruptor. The
company’s engineers first designed a powertrain for a sports car
with an AC induction motor, patented in 1888 by Nikola Tesla, the
inventor who inspired the company’s name.
Yet new disruption is coming from everywhere. For example, Ford
expects to have a fully autonomous vehicle by 2021 for ride-
hailing and ride–sharing, and Google — one of our study’s most-
loved brands — is partnering with Chrysler to build self-driving
minivans.
Apple — another of our respondents’ most-loved digital brands
and the experience leader for Engaging — is making fast
advances, too. The rumor mill about “Project Titan” is working
overtime, according to digitaltrends.com.
Fun
Relevant
EngagingSocial
Helpful
32
U.S. AUTOMOTIVE MARKET
Car brands are following Apple’s (Engaging) lead, but they lag on
Fun (Netflix) Relevant and Helpful (Amazon), and Social (Facebook).
Accenture research provides myriad ways that car brands can
improve their relationships with customers in these five dimensions.
According to Automotive Survey: What Drivers Want (U.S.), a
significant percentage of car buyers say customized services would
influence their car-buying decision:
• 78% - free oil change
• 52% - access to manufacturer’s membership services without
annual fees
• 38% - test drive tailored to the car chosen on the website
• 33% - membership club with special benefits reflecting car value
• 27% - free music/entertainment downloads with car purchase
Car makers are undoubtedly the most high-tech of the industries we
studied. But at the end of the day, not everything requires artificial
intelligence. Turns out, people still want free stuff and singing in
the car.
Fun
Relevant
EngagingSocial
Helpful
4.0
6.0
8.0
10.0
Brand H Brand I Brand J
Chrysler Dodge Tesla
Experience leaders
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U.K. MARKET STUDIES
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U.K. MOST-LOVED BRANDS
#1 #2
#3
#4
#5
#6
#7
#8
#9
#10
35
U.K. RETAIL:
SAME DAY OR BUST
36
4.0
6.0
8.0
10.0
Tesco John Lewis Brand Y
Topshop Brand K
U.K. RETAIL MARKET
Brits give their retailers the highest marks for Relevant and
Helpful, followed by Engaging. Top Shop takes the lead on Fun
and Dixons for Social, but in general these two dimensions are
not generating brand love.
The sector’s strengths could be due in part to the investments
that U.K. retailers are making in mobile technology.
Nearly three-quarters (72%) of U.K. retailers offer smartphone
apps with purchase capabilities, significantly higher than the
global average of 58% and lower only than the U.S., where 83%
do so, says the Accenture Adaptive Retail report.
In addition, 50% of British shoppers surveyed find it easy to
make purchases with their mobile devices.
While mobile technology is improving shopping experiences, we
believe that real-time, in-store promotions would make
shopping more Fun and Engaging, especially for millennials, who
would also like to check product availability online before
heading to a store.
Fun
Relevant
EngagingSocial
Helpful
37
4.0
6.0
8.0
10.0
Tesco John Lewis Brand Y
Topshop Brand K Amazon
U.K. RETAIL MARKET
Retail disruptor Amazon, the international experience leader for
Relevant and Helpful, accounts for 16% of U.K. e-commerce sales.
It outpaces U.K. retailers on all dimensions except for Dixons,
which scores slightly higher on Social than the e-commerce giant.
A leader in same-day delivery, Amazon certainly has an edge in a
market where convenience matters.
Nearly 75% of British consumers say they would shop more with a
chosen high street retailer if it offered same-day delivery, while
62% say they would pay a premium for the service, according to
Stuart, a Paris- and Barcelona-based company that connects
retailers with local couriers to speed up deliveries.
Stuart, which launched in the U.K. in September, estimates that the
high street is missing out on 4.9 billion pounds by failing to meet
shoppers’ immediate needs.
Fun
Relevant
EngagingSocial
Helpful
38
4.0
6.0
8.0
10.0
Tesco John Lewis Brand Y
Topshop Brand K Amazon
Experience leaders
U.K. RETAIL MARKET
As with the U.S. sectors we studied, U.K. retailers must feel
quite aspirational while assessing consumer love for
experience leaders in their market. While the four companies
are the same for both countries, Netflix steals Helpful away
from Amazon in the U.K.
Here again, the question about Social and Fun remains. If
people just want their stuff, do retailers need to forge human
connections and entertain them, too?
Perhaps a company we can’t even imagine yet could disrupt
the sector by doing all three, thus embodying a key Love
Index finding: Companies that innovate don’t limit themselves
to the traditional shape of their industry. Rather, they stretch
themselves, creating a new shape of opportunity.
Fun
Relevant
EngagingSocial
Helpful
39
U.K. HOSPITALITY:
THE FLATTENING OF PRIVILEGE
NEED NOT BE A FLAT PILLOW
40
4.0
6.0
8.0
10.0
Marriott Brand L Premier Inn
Travelodge Hilton
U.K. HOSPITALITY MARKET
When first plotting the data for this chart, we noticed that the
more upscale the hotel brand, the higher its scores on every
dimension. But we believe that budget hotels can use cost-
effective technology and design approaches to provide more
luxury-like experiences.
Tailored experiences used to be reserved for the wealthy, but
today’s businesses can use digital advances to offer luxury to
the masses.
Hotels that wish to do so have options at the ready. We believe
that investments in understanding the customer journey, user-
centered design that shows empathy for guests throughout the
day and night, and seamless connections between digital and
physical worlds will enhance the memories that guests take
away with them.
For more on “The Flattening of Privilege” visit our Trends report.
Fun
Relevant
EngagingSocial
Helpful
41
4.0
6.0
8.0
10.0
Marriott Brand L Premier Inn
Travelodge Hilton AirBnb
U.K. HOSPITALITY MARKET
In line with our research, low-budget hotels with small rooms are
appealing to customers who want attractive accommodations
and convenience at a good price. Flat-screen TVs mounted on
the wall and crafty storage spaces make tight quarters seem
roomier.
Meanwhile, Marriott – the industry’s top performer – recently
launched its Moxy brand in the U.K., where demand for small-
format hotels is on the rise. As noted by Big Hospitality, an
industry publication in the U.K., the design scheme uses natural
tones and materials to evoke an organic and comfortable feel.
Each room will feature a floor-to-ceiling art wall reflecting the
locale. As with The W in the U.S., design wins hearts.
For its part, Airbnb is dramatically disrupting the U.K. hospitality
market but does not dominate 100% of the time. In fact, the
community marketplace comes in at third, trailing one brand or
another on every dimension except Social, where it just edges
out Marriott.
Fun
Relevant
EngagingSocial
Helpful
42
4.0
6.0
8.0
10.0
Marriott Brand L
Premier Inn Travelodge
Hilton AirBnb
Experience Leaders
U.K. HOSPITALITY MARKET
Airbnb scores high on Social because it enables its 60 million
customers to leave home without having to succumb to hotel
constraints. As new travel options arise, the overall travel
market is growing because millennials tend to prefer
experiences over things.
“We've always believed that for us to win, no one has to lose,”
says Airbnb’s Nick Papas. “Hospitality is a large, growing
market, and we think there's a place in this market for
everyone."
Expansion provides the ideal opportunity to redefine travel.
Guests come and go, and eat and drink, at all hours of the day
and night – this means hotel brands need to design experiences
that provide instant gratification. Studying the four leaders at
the right would be a good start.
Fun
Relevant
EngagingSocial
Helpful
43
U.K. BANKING:
TRUSTED MORE THAN
SUPERMARKETS
44
4.0
6.0
8.0
10.0
Brand M Brand N Brand O
Brand P Brand Q
U.K. BANKING MARKET
One might feel pessimistic about the U.K. banking industry given
the pentagon to the right.
But a companion study to The Love Index shows incredible
opportunity. According to the Accenture Financial Services
Customer Survey 2016, 50% of respondents say they trust their
bank, and 65% are satisfied with its services.
Keeping those numbers on an upward trajectory requires
constant innovation and the design of new digital services.
One of the traditional banks we studied is pioneering heartbeat-
authentication technology to replace the need for passwords,
and using advanced technologies such as machine learning and
artificial intelligence to quicken responses to customer
questions.
Fun
Relevant
EngagingSocial
Helpful
45
4.0
6.0
8.0
10.0
Brand M Brand N Brand O
Brand P Brand Q Fidor
U.K. BANKING MARKET
German digital bank Fidor, which launched in the U.K. in
September 2015, has a perfectly shaped pentagon, reflecting a
well-planned and balanced approach to customer service.
Reports The Guardian: “Fidor…is part of a new wave of banks
aiming to attract digital-savvy customers, including those who
are ‘tired of the old banks that don’t listen.’” Monzo and N26 are
additional newcomers shifting expectations through intuitive
user experience, intelligent budgeting, and quick payments.
However, the Accenture financial services study reveals that
only 18% of account holders want a digital-only bank. Traditional
players, then, have a major competitive advantage as long as
they don’t rest on their laurels. Digital and personalized services
are still key to marketshare growth.
Fun
Relevant
EngagingSocial
Helpful
46
4.0
6.0
8.0
10.0
Brand M NatWest N
Brand O Brand P
Brand Q Fidor
Experience leaders
U.K. BANKING MARKET
As we assess bank performance in relation to digital-only
experience leaders, we see a huge disparity in appreciation.
While The Love Index’s five FRESH dimensions track consumer
values to measure brand love, our financial services study sheds
further light on bank customers.
Most notably, those who use multiple financial products and
services behave differently from their less sophisticated
counterparts. They are significantly more digital in their
everyday lives and make or receive online payments three times
a day. They are harder to please, more likely to complain, and
much less loyal.
With U.K. consumer sentiment on the upswing, institutions need
to design in anticipation of these behaviors. Here again, people
today have “liquid expectations,” wanting the best of the best.
Fun
Relevant
EngagingSocial
Helpful
47
U.K. AUTOMOTIVE:
BLA BLA BLA-ING IN THE CAR
48
4.0
6.0
8.0
10.0
Brand I Brand H Toyota
Citroen Audi
U.K. AUTOMOTIVE MARKET
Relevant, Engaging, and Helpful. Like their American counterparts,
British drivers have traditionally appreciated car brands for getting
them where they need to go, not necessarily requiring the ride to be
Fun or Social.
Yet people’s expectations are changing alongside the industry’s race
to innovate. Of the British drivers surveyed for Accenture’s
Connected Vehicle study, about half said they would like their cars to
provide access to productivity tools, e-learning, music, movies,
and news.
Digital conveniences and enhanced safety features are even more
important, with a vast majority of respondents saying they would like
to use or already use: high-quality navigation solutions, automatic
phone calling, parking location systems, trackers to recover stolen
vehicles, and technology to identify traffic signals and snarls.
Nothing like clear directions: These findings provide the path for
designing multidimensional services that delight adults and
children alike.
Fun
Relevant
EngagingSocial
Helpful
49
4.0
6.0
8.0
10.0
Brand I Brand H Toyota
Citroen Audi Bla Bla Car
U.K. AUTOMOTIVE MARKET
Meanwhile, BlaBlaCar, the U.K. auto disruptor, is already
scoring high on the Social dimension. Like Airbnb, the
company is propelling the sharing economy.
BlaBla’s value proposition is simple: “Connecting people who
need to travel with drivers who have empty seats.”
For a demographic more keen to share than own, BlaBla’s
service design does not disappoint.
Fun
Relevant
EngagingSocial
Helpful
50
4.0
6.0
8.0
10.0
Brand I Brand H
Toyota Citroen
Audi BlaBlaCar
Experience leaders
U.K. AUTOMOTIVE MARKET
From infotainment services in the family SUV to chats with
strangers en route to the Glastonbury music fest, consumer
expectations are changing fast.
We don’t believe the auto sector’s current shape – say, longer
on Helpful, shorter on Fun – will remain stagnant for long.
As car brands reap the benefits of Silicon Valley partnerships
while cherishing design traditions, they, too, will push the
limits of the pentagon.
Fun
Relevant
EngagingSocial
Helpful
51
BRAZIL MARKET STUDIES
52
BRAZIL MOST-LOVED BRANDS
#1 #2
#3
#4
#5
#6
#7
#8
#9
#10
53
BRAZILIAN RETAIL:
HAPPY AND SUSTAINABLE FILL
THE SHOPPING CART
54
4.0
6.0
8.0
10.0
Extra (Casino) Brand R
Pão de Açúcar Casas Bahia
Magazine Luiza
BRAZIL RETAIL MARKET
Welcome to our conversation about Brazilian love, which we
kick off with retail.
Like their European peers and cousins up North, Brazilians
consider their retailers as Helpful and Relevant purveyors of
goods. Here again, shoppers do not think heading to the store is
particularly Fun or Social, unless they’re talking about Pão de
Açúcar.
We believe this upscale food retailer – similar to Whole Foods in
the states - is delivering on its brand promise to be the
“Specialist That Makes You Happy.”
For example, the chain is uniting people – the essence of Social –
through sustainable food trucks that travel through São Paulo
and Rio de Janeiro.
Fun
Relevant
EngagingSocial
Helpful
55
4.0
6.0
8.0
10.0
Extra (Casino) Brand R
Pão de Açúcar Casas Bahia
Magazine Luiza Netshoes
BRAZIL RETAIL MARKET
We chose Netshoes – the world’s largest online retailer of shoes
and sporting goods – as the Brazilian retail disruptor.
E-commerce is nowhere near as developed as in the U.S., and
U.K., but it is growing in popularity in the center of São Paulo,
where Netshoes is based. Netshoes is the only company in Brazil
that delivers heavy items, such as bikes and treadmills, in such a
short period of time.
The company aims to be just as sustainable as it is speedy by
making same-day deliveries of products up to 4.5 lbs by bicycle
(before 10 p.m. and in São Paulo’s city center only).
But equally as endearing are Netshoes’ 3D tools, which help
people compare their current shoes with new models.
Professional advisors are also on hand to help shoppers make
the best choice.
Fun
Relevant
EngagingSocial
Helpful
56
4.0
6.0
8.0
10.0
Extra (Casino) Brand R
Pão de Açúcar Casas Bahia
Magazine Luiza Netshoes
Experience leaders
BRAZIL RETAIL MARKET
In this chart we take the opportunity to visualize how traditional
brands compare with Brazil’s experience leaders – Netflix,
Google, and Facebook.
While Brazilians tend to give brands higher scores overall, we
can see that brands still have plenty of opportunity to innovate.
Two important observations:
Fun
Relevant
EngagingSocial
Helpful
• Netflix is the experience leader on a whopping three
dimensions, which no other brand accomplishes in any other
market.
• Netshoes may have what it takes to close the gap with Netflix
on Engaging. Again, major kudos to the
e-commerce company for achieving so many firsts.
57
BRAZILIAN HOSPITALITY:
SHADES OF BLUE
58
4.0
6.0
8.0
10.0
Ibis BlueTree Brand S CVC
BRAZIL HOSPITALITY MARKET
The companies comprising the Brazil hospitality sector
collectively score a nearly perfect pentagon.
Leading the group is Blue Tree Hotels, launched in 1997 by
Japanese businesswoman Chieko Aoki, whose name in English
means Blue Tree. The chain, which operates three levels of
hotels, has scores on par with The W in the U.S. and the Marriott
in the U.K., the highest-performing brands in those two markets.
Whereas many brands in our study lag on Social, Blue Tree is
doing well. As such, it is worth noting that Blue Tree Towers
specializes in the business market, and Blue Tree Park comprises
luxury resorts and hotels with large recreational and events
spaces. By definition these properties help people to form
bonds, exactly what a Social brand should do.
Fun
Relevant
EngagingSocial
Helpful
59
BRAZIL HOSPITALITY MARKET
The Brazilian and U.S. hospitality industries also have something
in common in relation to their respective disruptors: Decolar and
Airbnb.
Decolar, an online travel agency, received a $270 million
investment from Expedia in 2015. Like Airbnb it does not have
properties of its own. Rather, its role is to help people plan their
trips, envision their destinations, prepare to feel what they want
to feel.
Like Airbnb, Decolar is Helpful and Relevant, leaving the other
three dimensions in the capable hands of Brazil’s hotels.
Fun
Relevant
EngagingSocial
Helpful
4.0
6.0
8.0
10.0
Ibis BlueTree Brand S
CVC Decolar
60
4.0
6.0
8.0
10.0
Ibis BlueTree
Brand S CVC
Decolar Experience leaders
BRAZIL HOSPITALITY MARKET
Having mentioned in the retail section that Netflix is Brazil’s
experience leader for three dimensions – one of the greatest
feats we’ve observed in this study – it’s important to notice that
Google takes the lead on Relevant, replacing Fitbit in the U.S.
and Amazon in the U.K.
Here again, it’s a success story for Blue Tree. Operating solely in
Brazil, it is keeping pace with two of the most iconic brands in
the world.
Fun
Relevant
EngagingSocial
Helpful
61
BRAZILIAN BANKING:
GETTIN’ DIGI WITH IT
62
4.0
6.0
8.0
10.0
Brand T Brand U Brand V
Brand W Brand X
BRAZIL BANKING MARKET
Banks in Brazil score much higher on all five dimensions than in
the U.S. and U.K., even though they charge some of the highest
interest rates in the world.
Writes the New York Times, “Brazil’s banking industry has long
seemed untouchable, one of the few sectors immune to the
effects of the country’s moribund economy.”
But competition is heating up as start-ups and traditional banks
vie for business from a digitally savvy and young demographic.
Fun
Relevant
EngagingSocial
Helpful
63
4.0
6.0
8.0
10.0
Brand T Brand U Brand V
Brand W Brand X Nubank
Fun
Relevant
EngagingSocial
Helpful
BRAZIL BANKING MARKET
These advances couldn’t come fast enough, given that Brazilians
are some of the most digitally and financially minded consumers
in the world.
They conduct 23 banking interactions per month, significantly
higher than Americans (15) and the British (18), according to
Accenture’s 11-country report, Banking Customer 2020: Rising
Expectations Point to the Everyday Bank.
Of total banking transactions, Brazilians use the internet, mobile
phones, and tablets 12 times per month, compared with
Americans (10) and the British (12), according to our banking
study.
These trends help to explain the big love that so many of our
respondents expressed for Nubank, the mobile-only start-up
founded in 2013.
64
4.0
6.0
8.0
10.0
Brand T Brand U Brand V
Brand W Brand X Nubank
Experience leaders
Fun
Relevant
EngagingSocial
Helpful
BRAZIL BANKING MARKET
As a digital-only enterprise, Nubank clearly has what it takes to
compete with Netflix and Google for people’s affections.
As we start to wind down this report, we revisit liquid
expectations, the phenomenon whereby people’s exceptional
interactions with one brand heighten their expectations for
every other product and service they encounter.
Nubank, then, is meeting expectations set by Netflix and Google.
And setting the bar high for everyone else.
BRAZILIAN AUTO MARKET:
DRIVING IN YOUR
(PRE-ORDERED) CAR
66
4.0
6.0
8.0
10.0
Fiat Volkswagen
Brand H Chevrolet
Renault
Fun
Relevant
EngagingSocial
Helpful
BRAZIL AUTOMOTIVE MARKET
The automotive industry has seen relatively little change over
the past many years, creating opportunity for another brand to
take the open road.
And that’s exactly what’s happening.
Next slide, please.
67
4.0
6.0
8.0
10.0
Fiat Volkswagen Brand H
Chevrolet Renault Tesla
Fun
Relevant
EngagingSocial
Helpful
BRAZIL AUTOMOTIVE MARKET
Can you experience something if the thing doesn’t exist yet?
Can you feel something because you dream of feeling it?
That seems to be the case with Brazilians who aspire to own a
Tesla.
Thousands of Brazilians have paid the equivalent of $1,000 to
pre-order the vehicles, which won’t actually be available until
the end of 2017. It’s a life-changing brand, helping to explain
why so many people are in the infatuation stage that typically
occurs in loving relationships.
As Techcrunch reports, “Since the car won’t go into production
until next year, there’s no instant answer, and there’s a small
window for other automakers to introduce competition.”
68
4.0
6.0
8.0
10.0
Fiat Volkswagen Brand H
Chevrolet Renault Tesla
Experience leaders
Fun
Relevant
EngagingSocial
Helpful
BRAZIL AUTOMOTIVE MARKET
Like the leaders to the right, Tesla is already forging drivers’
digital dreams.
As many Brazilians aspire to own a Tesla, car brands in this
market should likewise aspire to design personalized and
immersive experiences that only emerging technologies
can offer.
69
NETFLIX IS THE MOST-LOVED
BRAND ACROSS THE THREE
MARKETS
70
NETFLIX IS THE MOST-LOVED BRAND
ACROSS THE THREE MARKETS
Netflix came out as the most-
loved brand in the study – it’s
setting the pace for other
companies regardless of industry.
The streaming service has
reshaped the way people
consume content. It disrupted TV
viewing, cinema going,
storytelling, pop culture…
Whether they like it or not, other
brands, independent of their
industry, will be measured against
the experience Netflix is providing
to its consumers. Liquid
expectations are fully at play.
Netflix operates in most major
markets in the world – (but not
China, yet). It has 75 million
customers who streamed 42.5
billion hours of content last year.
In an era of attention deficits,
Netflix captivates the world in 20
languages.
According to The Love Index, the
company is the most fun-brand in
the three countries we studied,
taking 1st, 2nd or 3rd for every other
dimension as well.
71
THAT SAID, HOW CAN
THE LOVE INDEX
HELP YOU?
72
GIVEN THE COMPLEXITY OF TODAY’S BUSINESS CLIMATE,
CATCHING UP WITH EXPERIENCE LEADERS
WON’T BE EASY.
BUT IT CAN BE DONE.
73
ACCENTURE INTERACTIVE
& FJORD
HAVE THE EXPERTISE
TO TRANSFORM EXPERIENCES
AND INCREASE BRAND LOVE.
74
AS BUSINESS STRATEGISTS AND
DESIGNERS, WE CREATE
DELIGHTFUL EXPERIENCES THAT
FEEL INTUITIVE AND PERSONAL
THROUGHOUT EVERY STEP
OF THE CUSTOMER JOURNEY
75
THROUGH THE LOVE INDEX’S
MULTIDIMENSIONAL APPROACH,
WE GAIN A DEEP UNDERSTANDING OF HOW
DAILY LIFE AFFECTS PEOPLE’S
RELATIONSHIPS WITH BRANDS.
WE DESIGN ON THEIR TERMS,
IN THEIR LANGUAGE.
76
Identify the target user groups who interact with your brand.
Run a quantitative study to assess these group’s experiences with your brand.
Compare your brand’s scores to those across a range of industries and countries,
using our annual Love Index benchmark scores.
Run a collaborative workshop with you to present findings, synthesize what we’ve
discovered, and generate insights.
OUR PROCESS STARTS BY
DIAGNOSING YOUR BRAND
Provide design recommendations to capitalize on what people love most about
your brand and address what you can do differently to surprise and delight.
DIAGNOSE
NEXT STEPS
THANK YOU
Get in touch with Cupid if you’d like more information:
fjord.cupid@accenture.com
78
About Accenture Interactive
Accenture Interactive, part of Accenture Digital, helps the world’s
leading brands drive superior marketing performance across the full
multichannel customer experience. Accenture Interactive offers
integrated, industrialized and industry-driven digital transformation
and marketing solutions. It was recently named by Ad Age as the
world’s largest and fastest-growing digital agency. To learn more
follow us @Accenture Social and
visit www.accenture.com/interactive.
About FJORD
Fjord, part of Accenture Interactive, is a design and innovation
consultancy that reimagines people’s relationships with the digital
and physical world around them. We use the power of design to
create services people love. By combining a human-centered
approach with robust methodology, we work with some of the
world’s leading businesses to make complex systems simple and
elegant. Founded in 2001, Fjord has a diverse team of 800+ design
and innovation experts in 22 studios around the world, including
Atlanta, Austin, Berlin, Chicago, Dallas, Helsinki, Hong Kong,
Istanbul, London, Los Angeles, Madrid, Melbourne, Milan, New York,
Paris, San Francisco, São Paulo, Seattle, Stockholm, Sydney,
Toronto and Washington, DC. For more information
visit https://www.fjordnet.com or follow us on Twitter @fjord.
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.
This document makes descriptive 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.
Copyright © 2016 Accenture. All rights reserved. Accenture, its logo,
and High Performance Delivered are trademarks of Accenture.

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The Love index

  • 1. A FRESH APPROACH TO MEASURING AFFINITY TO PHYSICAL AND DIGITAL BRAND EXPERIENCES
  • 2. 2 Traditional tools for measuring consumer attitudes toward brands are becoming antiquated as digital technologies take hold of nearly every aspect of daily life. Accenture Interactive and Fjord have created a way to measure brand love, accounting for business disruption and rapidly changing consumer expectations. Using our research-based method, we can pinpoint what people love most about their experiences with your brand, and how to improve areas where your brand may lag. 1. 2. 3. WHY AM I READING THIS?
  • 3. 3 3 WE LIVE IN A CULTURE OF LIQUID EXPECTATIONS, WHERE EACH NEW AND AMAZING EXPERIENCE BECOMES THE STANDARD TO WHICH ALL OTHERS ARE COMPARED “IF I CAN PAY SEAMLESSLY WHEN I TAKE AN UBER, WHY ISN’T IT THE SAME WHEN I PURCHASE MY GROCERIES?” 3
  • 4. 4 YOU MUST BUILD EXPERIENCES THAT PEOPLE LOVE IT’S NO LONGER ENOUGH TO CREATE SOMETHING THAT PEOPLE LIKE. 4
  • 5. 5 BUT LOVE IS COMPLEX. HOW DO YOU DEFINE LOVE FOR A BRAND EXPERIENCE?
  • 6. 6 A TEAM FROM ACCENTURE INTERACTIVE AND FJORD SET OUT ON A JOURNEY TO QUANTIFY LOVE, ANSWERING TWO QUESTIONS…
  • 7. 7 WHAT MAKES PEOPLE LOVE A BRAND EXPERIENCE? 1. …AND WHAT SUSTAINS THAT LOVE? 2.
  • 8. 8 TO FIND OUT, WE EMBARKED ON A TWO-YEAR RESEARCH STUDY We started with qualitative ethnographic studies that revealed rich expressions on why people love digital services. Using advanced statistical techniques, we created an algorithm explaining people’s feelings toward brand experiences. We then conducted quantitative surveys of more than 26,000 respondents. Three countries U.S., U.K., and Brazil Four industries Retail, Hospitality, Automotive, and Banking Six brands per industry
  • 9. 9 THE RESEARCH REVEALED FIVE DIMENSIONS FOR MEASURING CUSTOMERS' FEELINGS TOWARD A BRAND EXPERIENCE Holds people’s attention in an entertaining way FUN RELEVANT Provides clear and customized information ENGAGING Identifies with individual needs and wants SOCIAL Connects people with each other HELPFUL Is efficient, easy, and adapts over time F R E S H
  • 10. 10 THE LOVE INDEX PROVIDES A RELIABLE AND REPEATABLE EXPERIENCE-MEASURING SYSTEM THE DIMENSIONS APPLY TO ALL BRANDS, PHYSICAL OR DIGITAL.
  • 11. 11 KEY FINDINGS Each industry has a unique FRESH shape consistent across every market. Digital-only brands outperform traditional. Brands have considerable scope for differentiation across one or more dimensions; The Love Index shows where. Five experience leaders set the pace for brand engagement across industries in the U.S. We will also reveal the most-loved brand across the U.S., U.K., and Brazil.
  • 12. 12 THE SHAPE OF INDUSTRY Regardless of geography, each industry, comprising six prescribed brands, has its own distinct shape, reflecting the dimensions people care about most. But these brands and industry shapes are traditional — crafted by decades of experiences with products and services. As experience leaders change user expectations, brands will need to “stretch” one or more dimensions to differentiate. Their scores will rise and create a new shape altogether — for themselves and potentially their entire industry. In an era of disruption, existing brands and start-ups will continue to bring imaginative technologies, services, and experiences to market. The driving force behind this momentum is the shape of opportunity.
  • 13. 13 DIGITAL BRANDS OUTPERFORM TRADITIONAL Digital giants — such as Google, Fitbit, Amazon, and Netflix — outperformed traditional brands in the three markets we studied. These findings demonstrate the embedded role technology plays in our lives. To remain relevant, traditional brands must focus on building design-led, user-centric, and adaptive products, services, and experiences. Surprisingly, Walmart joined the high-tech juggernauts, ranking #10 on the top 10 list of most- loved brands among U.S. respondents.
  • 14. 14 EXPERIENCE LEADERS SET THE PACE FOR OTHER BRANDS The following companies garner the most brand love by dimension among U.S. respondents: Netflix: Fun Fitbit: Relevant Apple: Engaging Facebook: Social Amazon: Helpful Experience leaders are high-scoring “top-of-mind” brands that set the experience expectations on specific dimensions. Experience leaders have the power to affect how traditional brands might choose to innovate and differentiate themselves according to FRESH, and how emerging start-ups might aim to further disrupt business and society.
  • 16. 16 U.S. MOST-LOVED BRANDS #1 #2 #3 #4 #5 #6 #7 #8 #9 #10
  • 18. 18 4.0 6.0 8.0 10.0 Walmart Brand A Nordstrom Best Buy Whole Foods Amazon U.S. RETAIL MARKET Helpful, Relevant, Engaging: That’s why people love this select group of retailers the most. It’s certainly validation for a sector whose primary responsibility is to lead people to products they consider “made just for them.” Indeed, that’s what rings the register. But we are surprised to see relatively low scores for Fun and Social, given that so many people already turn to “retail therapy” to lift their spirits, or spend time with family and friends looking at the latest gadgets and fashions. We see an opportunity to design new services that connect digital and in-store environments and boost the entertainment aspects of shopping. Fun Relevant EngagingSocial Helpful
  • 19. 19 4.0 6.0 8.0 10.0 Walmart Brand A Nordstrom Best Buy Whole Foods Amazon U.S. RETAIL MARKET Retail disruptor Amazon, which accounts for 26% of U.S. e-commerce sales, according to Macquarie Research, is also the experience leader for Relevant and Helpful. Compared with other brands, it ranks a bit higher on Fun and scores similarly on Engaging and Social. Respondents gave good marks for a large assortment of products in one place, ratings, reviews, and suggestions for companion items. Here again, Social and Fun are ripe for the taking. Who will take the calculated risk? The most innovative players will likely see fuller shopping carts: Forrester projects that U.S. e-commerce sales will exceed $500 billion by 2020. Fun Relevant EngagingSocial Helpful
  • 20. 20 4.0 6.0 8.0 10.0 Walmart Brand A Nordstrom Best Buy Whole Foods Amazon Experience leaders U.S. RETAIL MARKET Netflix, Fitbit, Amazon, Apple, and Facebook — our aforementioned experience leaders — are changing expectations for all other products and services. If people love Apple because its hardware and software serve their individual needs, or Netflix for great bouts of binge- watching, then they expect every other brand experience to be just as good…even life-changing. We call standard setting across industries “liquid expectations.” You can find out more about this tech-driven phenomenon in our Living Services report. Fun Relevant EngagingSocial Helpful
  • 22. 22 4.0 6.0 8.0 10.0 Marriott Hilton W Brand B Brand C U.S. HOSPITALITY MARKET The W, known for its attention to design and premier locations and amenities, such as Bliss spas, is the clear winner in hospitality. It is far surpassing the other brands in Fun and Social, a result of the brand’s lobbies, bars, and restaurants favored by jet-setting millennials and Gen Xers. We believe other hotels could win big by capitalizing on their gathering places, too. Fun and Social, after all, create both brand buzz and enjoyable getaways for guests. The key to both aesthetic and functional design is an understanding of customer journeys and a commitment to connecting people better once they arrive. Fun Relevant EngagingSocial Helpful
  • 23. 23 4.0 6.0 8.0 10.0 Marriott Hilton W Brand B Brand C AirBnb U.S. HOSPITALITY MARKET In contrast to other industries, the disruptor, Airbnb, does not outperform all the traditional players. The community marketplace scores the same as The W on Helpful, Relevant, and Social. But it lags on Engaging and even more so on Fun because it cannot offer on-site experiences like The W. That said, Airbnb does surpass the other hotel brands on Social because its 60 million customers feel a connection to peers and places. The industry as a whole has much to ponder as it modernizes the idea of a destination. Fun Relevant EngagingSocial Helpful
  • 24. 24 4.0 6.0 8.0 10.0 Marriott Hilton W Brand B Brand C AirBnb Experience leaders U.S. HOSPITALITY MARKET Comparing hotels to experience leaders sheds further light on the many opportunities for new services in this sector. The leaders on this chart are solely digital, except for Apple, whose stores are a gathering place in their own right. Moreover, Genius Bars — where people go to manage and simplify their digital lives — have a unique power to connect. Hotels and future disruptors might look to Apple for on-site inspiration (a genius concierge, anyone?). They might also mirror — and aim to surpass — the experiences offered by the most-loved shopping and entertainment brands. Fun Relevant EngagingSocial Helpful
  • 26. 26 U.S. BANKING MARKET Fun Money. As children, we relished in the joy of playing with it. For adults, it’s a serious matter — often a source of worry. Such attitudes help to explain why people don’t particularly like banking experiences. Here’s the good news: As money also funds dreams, we believe banks have an opportunity to let their hair down — to excite people about their life journey. In an industry most associated with Helpful and Relevant, Capital One — a traditional brand in our set — leads the pack on all dimensions. Likewise, its on-premise services point upward toward Fun. Our research indicates that Capital One delivers on its brand promise, expressed so well in a series of ad campaigns starring Spike Lee, Charles Barkley, and Samuel Jackson. Barkley’s search for a “fresh” nickname is a surprising coincidence, while the guys’ parody of “Escape (the Piña Colada Song)” is “good- humored fun,” says Ad Age/Creativity. 4.0 6.0 8.0 10.0 Brand D Brand E Brand F Brand G Capital One Fun Relevant EngagingSocial Helpful
  • 27. 27 4.0 6.0 8.0 10.0 Brand D Brand E Brand F Brand G Capital One Rocket Mortgage U.S. BANKING MARKET Meanwhile Rocket Mortgage — the disruptor — significantly beats the others on Engaging and has double the scores on Fun and Social. As banks react to disruption from Rocket Mortgage and fin-tech start-ups, one lesson is clear: Products are less important than people. In fact, complementary Fjord research has identified four types of banking customers: achievers, balancers, experiences, and explorers. If banks don’t change their own mindsets, they risk losing $4.7 billion in revenue, according to Goldman Sachs Global Investment Research. For more information on this topic, check out our Financial Mindsets study. Fun Relevant EngagingSocial Helpful
  • 28. 28 4.0 6.0 8.0 10.0 Brand D Brand E Brand F Brand G Capital One Experience leaders U.S. BANKING MARKET As with the other verticals, liquid expectations mean banks not only compete with each other but also with myriad other firms working to earn affection. How can applying for a loan be as seamless as tracking an Amazon order? How can a bank’s service be as immersive and engaging as, say, iTunes? Could banks tailor options as well as Netflix to make money Fun? These are the questions banks must answer if they’re to protect and grow their market position. Fun Relevant EngagingSocial Helpful
  • 29. 29 U.S. AUTOMOTIVE: TAKING THE OPEN ROAD… TO SILICON VALLEY
  • 30. 30 4.0 6.0 8.0 10.0 Brand H Brand I Brand J Chrysler Dodge U.S. AUTOMOTIVE MARKET The iconic global brands we studied are earning the most consumer affection for Relevant, Engaging and Helpful. Fair enough, cars get drivers where they need to go. The industry scores lower on Fun and Social, a bit surprising given that drivers often have passengers with whom they tell tales, sing songs, and head for vacation. Heck, even the aforementioned Capital One ads feature men in a car having a hilarious time. What can auto brands do to help people connect better? As cars become more digitally powered – more connected to the home and other devices – the industry may, as a direct result, win more hearts as people buckle up. Fun Relevant EngagingSocial Helpful
  • 31. 31 4.0 6.0 8.0 10.0 Brand H Brand I Brand J Chrysler Dodge Tesla U.S. AUTOMOTIVE MARKET Tesla, considered the leader in luxury electric cars and autonomous-driving technology, is the industry disruptor. The company’s engineers first designed a powertrain for a sports car with an AC induction motor, patented in 1888 by Nikola Tesla, the inventor who inspired the company’s name. Yet new disruption is coming from everywhere. For example, Ford expects to have a fully autonomous vehicle by 2021 for ride- hailing and ride–sharing, and Google — one of our study’s most- loved brands — is partnering with Chrysler to build self-driving minivans. Apple — another of our respondents’ most-loved digital brands and the experience leader for Engaging — is making fast advances, too. The rumor mill about “Project Titan” is working overtime, according to digitaltrends.com. Fun Relevant EngagingSocial Helpful
  • 32. 32 U.S. AUTOMOTIVE MARKET Car brands are following Apple’s (Engaging) lead, but they lag on Fun (Netflix) Relevant and Helpful (Amazon), and Social (Facebook). Accenture research provides myriad ways that car brands can improve their relationships with customers in these five dimensions. According to Automotive Survey: What Drivers Want (U.S.), a significant percentage of car buyers say customized services would influence their car-buying decision: • 78% - free oil change • 52% - access to manufacturer’s membership services without annual fees • 38% - test drive tailored to the car chosen on the website • 33% - membership club with special benefits reflecting car value • 27% - free music/entertainment downloads with car purchase Car makers are undoubtedly the most high-tech of the industries we studied. But at the end of the day, not everything requires artificial intelligence. Turns out, people still want free stuff and singing in the car. Fun Relevant EngagingSocial Helpful 4.0 6.0 8.0 10.0 Brand H Brand I Brand J Chrysler Dodge Tesla Experience leaders
  • 34. 34 U.K. MOST-LOVED BRANDS #1 #2 #3 #4 #5 #6 #7 #8 #9 #10
  • 36. 36 4.0 6.0 8.0 10.0 Tesco John Lewis Brand Y Topshop Brand K U.K. RETAIL MARKET Brits give their retailers the highest marks for Relevant and Helpful, followed by Engaging. Top Shop takes the lead on Fun and Dixons for Social, but in general these two dimensions are not generating brand love. The sector’s strengths could be due in part to the investments that U.K. retailers are making in mobile technology. Nearly three-quarters (72%) of U.K. retailers offer smartphone apps with purchase capabilities, significantly higher than the global average of 58% and lower only than the U.S., where 83% do so, says the Accenture Adaptive Retail report. In addition, 50% of British shoppers surveyed find it easy to make purchases with their mobile devices. While mobile technology is improving shopping experiences, we believe that real-time, in-store promotions would make shopping more Fun and Engaging, especially for millennials, who would also like to check product availability online before heading to a store. Fun Relevant EngagingSocial Helpful
  • 37. 37 4.0 6.0 8.0 10.0 Tesco John Lewis Brand Y Topshop Brand K Amazon U.K. RETAIL MARKET Retail disruptor Amazon, the international experience leader for Relevant and Helpful, accounts for 16% of U.K. e-commerce sales. It outpaces U.K. retailers on all dimensions except for Dixons, which scores slightly higher on Social than the e-commerce giant. A leader in same-day delivery, Amazon certainly has an edge in a market where convenience matters. Nearly 75% of British consumers say they would shop more with a chosen high street retailer if it offered same-day delivery, while 62% say they would pay a premium for the service, according to Stuart, a Paris- and Barcelona-based company that connects retailers with local couriers to speed up deliveries. Stuart, which launched in the U.K. in September, estimates that the high street is missing out on 4.9 billion pounds by failing to meet shoppers’ immediate needs. Fun Relevant EngagingSocial Helpful
  • 38. 38 4.0 6.0 8.0 10.0 Tesco John Lewis Brand Y Topshop Brand K Amazon Experience leaders U.K. RETAIL MARKET As with the U.S. sectors we studied, U.K. retailers must feel quite aspirational while assessing consumer love for experience leaders in their market. While the four companies are the same for both countries, Netflix steals Helpful away from Amazon in the U.K. Here again, the question about Social and Fun remains. If people just want their stuff, do retailers need to forge human connections and entertain them, too? Perhaps a company we can’t even imagine yet could disrupt the sector by doing all three, thus embodying a key Love Index finding: Companies that innovate don’t limit themselves to the traditional shape of their industry. Rather, they stretch themselves, creating a new shape of opportunity. Fun Relevant EngagingSocial Helpful
  • 39. 39 U.K. HOSPITALITY: THE FLATTENING OF PRIVILEGE NEED NOT BE A FLAT PILLOW
  • 40. 40 4.0 6.0 8.0 10.0 Marriott Brand L Premier Inn Travelodge Hilton U.K. HOSPITALITY MARKET When first plotting the data for this chart, we noticed that the more upscale the hotel brand, the higher its scores on every dimension. But we believe that budget hotels can use cost- effective technology and design approaches to provide more luxury-like experiences. Tailored experiences used to be reserved for the wealthy, but today’s businesses can use digital advances to offer luxury to the masses. Hotels that wish to do so have options at the ready. We believe that investments in understanding the customer journey, user- centered design that shows empathy for guests throughout the day and night, and seamless connections between digital and physical worlds will enhance the memories that guests take away with them. For more on “The Flattening of Privilege” visit our Trends report. Fun Relevant EngagingSocial Helpful
  • 41. 41 4.0 6.0 8.0 10.0 Marriott Brand L Premier Inn Travelodge Hilton AirBnb U.K. HOSPITALITY MARKET In line with our research, low-budget hotels with small rooms are appealing to customers who want attractive accommodations and convenience at a good price. Flat-screen TVs mounted on the wall and crafty storage spaces make tight quarters seem roomier. Meanwhile, Marriott – the industry’s top performer – recently launched its Moxy brand in the U.K., where demand for small- format hotels is on the rise. As noted by Big Hospitality, an industry publication in the U.K., the design scheme uses natural tones and materials to evoke an organic and comfortable feel. Each room will feature a floor-to-ceiling art wall reflecting the locale. As with The W in the U.S., design wins hearts. For its part, Airbnb is dramatically disrupting the U.K. hospitality market but does not dominate 100% of the time. In fact, the community marketplace comes in at third, trailing one brand or another on every dimension except Social, where it just edges out Marriott. Fun Relevant EngagingSocial Helpful
  • 42. 42 4.0 6.0 8.0 10.0 Marriott Brand L Premier Inn Travelodge Hilton AirBnb Experience Leaders U.K. HOSPITALITY MARKET Airbnb scores high on Social because it enables its 60 million customers to leave home without having to succumb to hotel constraints. As new travel options arise, the overall travel market is growing because millennials tend to prefer experiences over things. “We've always believed that for us to win, no one has to lose,” says Airbnb’s Nick Papas. “Hospitality is a large, growing market, and we think there's a place in this market for everyone." Expansion provides the ideal opportunity to redefine travel. Guests come and go, and eat and drink, at all hours of the day and night – this means hotel brands need to design experiences that provide instant gratification. Studying the four leaders at the right would be a good start. Fun Relevant EngagingSocial Helpful
  • 43. 43 U.K. BANKING: TRUSTED MORE THAN SUPERMARKETS
  • 44. 44 4.0 6.0 8.0 10.0 Brand M Brand N Brand O Brand P Brand Q U.K. BANKING MARKET One might feel pessimistic about the U.K. banking industry given the pentagon to the right. But a companion study to The Love Index shows incredible opportunity. According to the Accenture Financial Services Customer Survey 2016, 50% of respondents say they trust their bank, and 65% are satisfied with its services. Keeping those numbers on an upward trajectory requires constant innovation and the design of new digital services. One of the traditional banks we studied is pioneering heartbeat- authentication technology to replace the need for passwords, and using advanced technologies such as machine learning and artificial intelligence to quicken responses to customer questions. Fun Relevant EngagingSocial Helpful
  • 45. 45 4.0 6.0 8.0 10.0 Brand M Brand N Brand O Brand P Brand Q Fidor U.K. BANKING MARKET German digital bank Fidor, which launched in the U.K. in September 2015, has a perfectly shaped pentagon, reflecting a well-planned and balanced approach to customer service. Reports The Guardian: “Fidor…is part of a new wave of banks aiming to attract digital-savvy customers, including those who are ‘tired of the old banks that don’t listen.’” Monzo and N26 are additional newcomers shifting expectations through intuitive user experience, intelligent budgeting, and quick payments. However, the Accenture financial services study reveals that only 18% of account holders want a digital-only bank. Traditional players, then, have a major competitive advantage as long as they don’t rest on their laurels. Digital and personalized services are still key to marketshare growth. Fun Relevant EngagingSocial Helpful
  • 46. 46 4.0 6.0 8.0 10.0 Brand M NatWest N Brand O Brand P Brand Q Fidor Experience leaders U.K. BANKING MARKET As we assess bank performance in relation to digital-only experience leaders, we see a huge disparity in appreciation. While The Love Index’s five FRESH dimensions track consumer values to measure brand love, our financial services study sheds further light on bank customers. Most notably, those who use multiple financial products and services behave differently from their less sophisticated counterparts. They are significantly more digital in their everyday lives and make or receive online payments three times a day. They are harder to please, more likely to complain, and much less loyal. With U.K. consumer sentiment on the upswing, institutions need to design in anticipation of these behaviors. Here again, people today have “liquid expectations,” wanting the best of the best. Fun Relevant EngagingSocial Helpful
  • 47. 47 U.K. AUTOMOTIVE: BLA BLA BLA-ING IN THE CAR
  • 48. 48 4.0 6.0 8.0 10.0 Brand I Brand H Toyota Citroen Audi U.K. AUTOMOTIVE MARKET Relevant, Engaging, and Helpful. Like their American counterparts, British drivers have traditionally appreciated car brands for getting them where they need to go, not necessarily requiring the ride to be Fun or Social. Yet people’s expectations are changing alongside the industry’s race to innovate. Of the British drivers surveyed for Accenture’s Connected Vehicle study, about half said they would like their cars to provide access to productivity tools, e-learning, music, movies, and news. Digital conveniences and enhanced safety features are even more important, with a vast majority of respondents saying they would like to use or already use: high-quality navigation solutions, automatic phone calling, parking location systems, trackers to recover stolen vehicles, and technology to identify traffic signals and snarls. Nothing like clear directions: These findings provide the path for designing multidimensional services that delight adults and children alike. Fun Relevant EngagingSocial Helpful
  • 49. 49 4.0 6.0 8.0 10.0 Brand I Brand H Toyota Citroen Audi Bla Bla Car U.K. AUTOMOTIVE MARKET Meanwhile, BlaBlaCar, the U.K. auto disruptor, is already scoring high on the Social dimension. Like Airbnb, the company is propelling the sharing economy. BlaBla’s value proposition is simple: “Connecting people who need to travel with drivers who have empty seats.” For a demographic more keen to share than own, BlaBla’s service design does not disappoint. Fun Relevant EngagingSocial Helpful
  • 50. 50 4.0 6.0 8.0 10.0 Brand I Brand H Toyota Citroen Audi BlaBlaCar Experience leaders U.K. AUTOMOTIVE MARKET From infotainment services in the family SUV to chats with strangers en route to the Glastonbury music fest, consumer expectations are changing fast. We don’t believe the auto sector’s current shape – say, longer on Helpful, shorter on Fun – will remain stagnant for long. As car brands reap the benefits of Silicon Valley partnerships while cherishing design traditions, they, too, will push the limits of the pentagon. Fun Relevant EngagingSocial Helpful
  • 52. 52 BRAZIL MOST-LOVED BRANDS #1 #2 #3 #4 #5 #6 #7 #8 #9 #10
  • 53. 53 BRAZILIAN RETAIL: HAPPY AND SUSTAINABLE FILL THE SHOPPING CART
  • 54. 54 4.0 6.0 8.0 10.0 Extra (Casino) Brand R Pão de Açúcar Casas Bahia Magazine Luiza BRAZIL RETAIL MARKET Welcome to our conversation about Brazilian love, which we kick off with retail. Like their European peers and cousins up North, Brazilians consider their retailers as Helpful and Relevant purveyors of goods. Here again, shoppers do not think heading to the store is particularly Fun or Social, unless they’re talking about Pão de Açúcar. We believe this upscale food retailer – similar to Whole Foods in the states - is delivering on its brand promise to be the “Specialist That Makes You Happy.” For example, the chain is uniting people – the essence of Social – through sustainable food trucks that travel through São Paulo and Rio de Janeiro. Fun Relevant EngagingSocial Helpful
  • 55. 55 4.0 6.0 8.0 10.0 Extra (Casino) Brand R Pão de Açúcar Casas Bahia Magazine Luiza Netshoes BRAZIL RETAIL MARKET We chose Netshoes – the world’s largest online retailer of shoes and sporting goods – as the Brazilian retail disruptor. E-commerce is nowhere near as developed as in the U.S., and U.K., but it is growing in popularity in the center of São Paulo, where Netshoes is based. Netshoes is the only company in Brazil that delivers heavy items, such as bikes and treadmills, in such a short period of time. The company aims to be just as sustainable as it is speedy by making same-day deliveries of products up to 4.5 lbs by bicycle (before 10 p.m. and in São Paulo’s city center only). But equally as endearing are Netshoes’ 3D tools, which help people compare their current shoes with new models. Professional advisors are also on hand to help shoppers make the best choice. Fun Relevant EngagingSocial Helpful
  • 56. 56 4.0 6.0 8.0 10.0 Extra (Casino) Brand R Pão de Açúcar Casas Bahia Magazine Luiza Netshoes Experience leaders BRAZIL RETAIL MARKET In this chart we take the opportunity to visualize how traditional brands compare with Brazil’s experience leaders – Netflix, Google, and Facebook. While Brazilians tend to give brands higher scores overall, we can see that brands still have plenty of opportunity to innovate. Two important observations: Fun Relevant EngagingSocial Helpful • Netflix is the experience leader on a whopping three dimensions, which no other brand accomplishes in any other market. • Netshoes may have what it takes to close the gap with Netflix on Engaging. Again, major kudos to the e-commerce company for achieving so many firsts.
  • 58. 58 4.0 6.0 8.0 10.0 Ibis BlueTree Brand S CVC BRAZIL HOSPITALITY MARKET The companies comprising the Brazil hospitality sector collectively score a nearly perfect pentagon. Leading the group is Blue Tree Hotels, launched in 1997 by Japanese businesswoman Chieko Aoki, whose name in English means Blue Tree. The chain, which operates three levels of hotels, has scores on par with The W in the U.S. and the Marriott in the U.K., the highest-performing brands in those two markets. Whereas many brands in our study lag on Social, Blue Tree is doing well. As such, it is worth noting that Blue Tree Towers specializes in the business market, and Blue Tree Park comprises luxury resorts and hotels with large recreational and events spaces. By definition these properties help people to form bonds, exactly what a Social brand should do. Fun Relevant EngagingSocial Helpful
  • 59. 59 BRAZIL HOSPITALITY MARKET The Brazilian and U.S. hospitality industries also have something in common in relation to their respective disruptors: Decolar and Airbnb. Decolar, an online travel agency, received a $270 million investment from Expedia in 2015. Like Airbnb it does not have properties of its own. Rather, its role is to help people plan their trips, envision their destinations, prepare to feel what they want to feel. Like Airbnb, Decolar is Helpful and Relevant, leaving the other three dimensions in the capable hands of Brazil’s hotels. Fun Relevant EngagingSocial Helpful 4.0 6.0 8.0 10.0 Ibis BlueTree Brand S CVC Decolar
  • 60. 60 4.0 6.0 8.0 10.0 Ibis BlueTree Brand S CVC Decolar Experience leaders BRAZIL HOSPITALITY MARKET Having mentioned in the retail section that Netflix is Brazil’s experience leader for three dimensions – one of the greatest feats we’ve observed in this study – it’s important to notice that Google takes the lead on Relevant, replacing Fitbit in the U.S. and Amazon in the U.K. Here again, it’s a success story for Blue Tree. Operating solely in Brazil, it is keeping pace with two of the most iconic brands in the world. Fun Relevant EngagingSocial Helpful
  • 62. 62 4.0 6.0 8.0 10.0 Brand T Brand U Brand V Brand W Brand X BRAZIL BANKING MARKET Banks in Brazil score much higher on all five dimensions than in the U.S. and U.K., even though they charge some of the highest interest rates in the world. Writes the New York Times, “Brazil’s banking industry has long seemed untouchable, one of the few sectors immune to the effects of the country’s moribund economy.” But competition is heating up as start-ups and traditional banks vie for business from a digitally savvy and young demographic. Fun Relevant EngagingSocial Helpful
  • 63. 63 4.0 6.0 8.0 10.0 Brand T Brand U Brand V Brand W Brand X Nubank Fun Relevant EngagingSocial Helpful BRAZIL BANKING MARKET These advances couldn’t come fast enough, given that Brazilians are some of the most digitally and financially minded consumers in the world. They conduct 23 banking interactions per month, significantly higher than Americans (15) and the British (18), according to Accenture’s 11-country report, Banking Customer 2020: Rising Expectations Point to the Everyday Bank. Of total banking transactions, Brazilians use the internet, mobile phones, and tablets 12 times per month, compared with Americans (10) and the British (12), according to our banking study. These trends help to explain the big love that so many of our respondents expressed for Nubank, the mobile-only start-up founded in 2013.
  • 64. 64 4.0 6.0 8.0 10.0 Brand T Brand U Brand V Brand W Brand X Nubank Experience leaders Fun Relevant EngagingSocial Helpful BRAZIL BANKING MARKET As a digital-only enterprise, Nubank clearly has what it takes to compete with Netflix and Google for people’s affections. As we start to wind down this report, we revisit liquid expectations, the phenomenon whereby people’s exceptional interactions with one brand heighten their expectations for every other product and service they encounter. Nubank, then, is meeting expectations set by Netflix and Google. And setting the bar high for everyone else.
  • 65. BRAZILIAN AUTO MARKET: DRIVING IN YOUR (PRE-ORDERED) CAR
  • 66. 66 4.0 6.0 8.0 10.0 Fiat Volkswagen Brand H Chevrolet Renault Fun Relevant EngagingSocial Helpful BRAZIL AUTOMOTIVE MARKET The automotive industry has seen relatively little change over the past many years, creating opportunity for another brand to take the open road. And that’s exactly what’s happening. Next slide, please.
  • 67. 67 4.0 6.0 8.0 10.0 Fiat Volkswagen Brand H Chevrolet Renault Tesla Fun Relevant EngagingSocial Helpful BRAZIL AUTOMOTIVE MARKET Can you experience something if the thing doesn’t exist yet? Can you feel something because you dream of feeling it? That seems to be the case with Brazilians who aspire to own a Tesla. Thousands of Brazilians have paid the equivalent of $1,000 to pre-order the vehicles, which won’t actually be available until the end of 2017. It’s a life-changing brand, helping to explain why so many people are in the infatuation stage that typically occurs in loving relationships. As Techcrunch reports, “Since the car won’t go into production until next year, there’s no instant answer, and there’s a small window for other automakers to introduce competition.”
  • 68. 68 4.0 6.0 8.0 10.0 Fiat Volkswagen Brand H Chevrolet Renault Tesla Experience leaders Fun Relevant EngagingSocial Helpful BRAZIL AUTOMOTIVE MARKET Like the leaders to the right, Tesla is already forging drivers’ digital dreams. As many Brazilians aspire to own a Tesla, car brands in this market should likewise aspire to design personalized and immersive experiences that only emerging technologies can offer.
  • 69. 69 NETFLIX IS THE MOST-LOVED BRAND ACROSS THE THREE MARKETS
  • 70. 70 NETFLIX IS THE MOST-LOVED BRAND ACROSS THE THREE MARKETS Netflix came out as the most- loved brand in the study – it’s setting the pace for other companies regardless of industry. The streaming service has reshaped the way people consume content. It disrupted TV viewing, cinema going, storytelling, pop culture… Whether they like it or not, other brands, independent of their industry, will be measured against the experience Netflix is providing to its consumers. Liquid expectations are fully at play. Netflix operates in most major markets in the world – (but not China, yet). It has 75 million customers who streamed 42.5 billion hours of content last year. In an era of attention deficits, Netflix captivates the world in 20 languages. According to The Love Index, the company is the most fun-brand in the three countries we studied, taking 1st, 2nd or 3rd for every other dimension as well.
  • 71. 71 THAT SAID, HOW CAN THE LOVE INDEX HELP YOU?
  • 72. 72 GIVEN THE COMPLEXITY OF TODAY’S BUSINESS CLIMATE, CATCHING UP WITH EXPERIENCE LEADERS WON’T BE EASY. BUT IT CAN BE DONE.
  • 73. 73 ACCENTURE INTERACTIVE & FJORD HAVE THE EXPERTISE TO TRANSFORM EXPERIENCES AND INCREASE BRAND LOVE.
  • 74. 74 AS BUSINESS STRATEGISTS AND DESIGNERS, WE CREATE DELIGHTFUL EXPERIENCES THAT FEEL INTUITIVE AND PERSONAL THROUGHOUT EVERY STEP OF THE CUSTOMER JOURNEY
  • 75. 75 THROUGH THE LOVE INDEX’S MULTIDIMENSIONAL APPROACH, WE GAIN A DEEP UNDERSTANDING OF HOW DAILY LIFE AFFECTS PEOPLE’S RELATIONSHIPS WITH BRANDS. WE DESIGN ON THEIR TERMS, IN THEIR LANGUAGE.
  • 76. 76 Identify the target user groups who interact with your brand. Run a quantitative study to assess these group’s experiences with your brand. Compare your brand’s scores to those across a range of industries and countries, using our annual Love Index benchmark scores. Run a collaborative workshop with you to present findings, synthesize what we’ve discovered, and generate insights. OUR PROCESS STARTS BY DIAGNOSING YOUR BRAND Provide design recommendations to capitalize on what people love most about your brand and address what you can do differently to surprise and delight. DIAGNOSE NEXT STEPS
  • 77. THANK YOU Get in touch with Cupid if you’d like more information: fjord.cupid@accenture.com
  • 78. 78 About Accenture Interactive Accenture Interactive, part of Accenture Digital, helps the world’s leading brands drive superior marketing performance across the full multichannel customer experience. Accenture Interactive offers integrated, industrialized and industry-driven digital transformation and marketing solutions. It was recently named by Ad Age as the world’s largest and fastest-growing digital agency. To learn more follow us @Accenture Social and visit www.accenture.com/interactive. About FJORD Fjord, part of Accenture Interactive, is a design and innovation consultancy that reimagines people’s relationships with the digital and physical world around them. We use the power of design to create services people love. By combining a human-centered approach with robust methodology, we work with some of the world’s leading businesses to make complex systems simple and elegant. Founded in 2001, Fjord has a diverse team of 800+ design and innovation experts in 22 studios around the world, including Atlanta, Austin, Berlin, Chicago, Dallas, Helsinki, Hong Kong, Istanbul, London, Los Angeles, Madrid, Melbourne, Milan, New York, Paris, San Francisco, São Paulo, Seattle, Stockholm, Sydney, Toronto and Washington, DC. For more information visit https://www.fjordnet.com or follow us on Twitter @fjord. 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. This document makes descriptive 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. Copyright © 2016 Accenture. All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.