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The Future of Personalization with Accenture

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With the digitization of everything & the growth of liquid expectations, how can firms design a more fluid approach to understanding customer preferences & passions to drive personalized marketing & experiences? In this session we’ll discuss how personalization has evolved, the base framework for guiding your personalization transformation strategy, and the major challenges holding firms back from achieving personalization at scale.

We’ll also discuss how the customer genome will establish a new foundation for personalization that will impact what it means for our customers and our companies, leading us into an interactive discussion of what this means for our various industries.

Published in: Business

The Future of Personalization with Accenture

  1. 1. THE FUTURE STATE OF PERSONALIZATION
  2. 2. z50sqft & 100k products CURRENT STATE OF DIGITAL 4”screen with 10M Past Present
  3. 3. LIQUID EXPECTATIONS Your buyers compare the ease and relevance of your experience against the best in all industries DIRECT COMPETITORS EXPERIENTIAL COMPETITORS PERCEPTUAL INFLUENCERS Change expectations your customers have Set expectations across industries Sell products or services that compete with you DIFFERENCE BETWEEN WHAT CUSTOMERS EXPECT AND WHAT YOU DELIVER DIRECT CATEGORY COMPETITORS 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.
  5. 5. 4 R’s of Personalization RECOGNIZE REMEMBER RECOMMEND RELEVANCE
  6. 6. WHERE IS YOUR ORGANIZATION TODAY? Accenture Personalization Maturity Model Digital experiences and campaigns for audience segments based solely on expert judgment and simplistic business rules MINIMAL PERSONALIZATION Personalized experiences and campaigns based on A/B testing and data-driven recommendations and audience targeting SELECTIVE PERSONALIZATION STAGE 1 STAGE 2 STAGE 4 STAGE 5STAGE 3 Industrialized operating model for managing processes, governance, and platform instrumentation to support personalized experiences and campaigns MANAGED PERSONALIZATION Centralized decision management to create contextualized personalization and create a seamless experience across channels OMNI-CHANNEL PERSONALIZATION ENTERPRISE DIGITAL AGILITY Orchestrating across all channels to enable and manage goal setting for corporate level KPIs, such as margins, revenue, and excess inventory JOURNEY TO DIGITAL PERSONALIZATION JOURNEY TO DIGITAL AGILITY PERSONALIZATION AT SCALE
  7. 7. ORCHESTRATE OPERATIONALIZE ORGANIZE THREE PRIMARY CHALLENGES TO SCALE TALENT & CULTURE NEEDED TO TEACH SYSTEMS TO BE PERSONAL TECHNOLOGIES & DATA TO CREATE A SEAMLESS PERSONALIZED EXPERIENCE PROCESSES & GOVERNANCE TO EMBED PERSONALIZATION ACROSS ALL EXPERINCES
  8. 8. CUSTOMER GENOME With the digitization of everything and the growth of liquid expectations, how can we design a more fluid approach to understanding customer preferences and passions to drive personalized marketing and experiences? Traditional personalization approaches focus on what customers buy, view, or consume, which results in a product- centric view limiting customer understanding Uncovering why people chose versus what they chose leads to an understanding of preferences, motivations & passions, which goes beyond the limitations of current merchandise, offers & services Decomposing each interaction and mapping them to the customer to understand each individuals uniqueness for greater and more effective personalization THE CHALLENGES THE ANSWER CUSTOMER GENOME
  9. 9. FEATURES • Lavender and Vanilla aroma • Helps lull baby to sleep • Tear-free • Cleans hair and skin • No phthalates, parabens, petrolatum, or SLS • Pediatrician-tested and hypo-allergenic • Safe, effective and natural INGREDIENTS Aqua (water, eau), caprylyl/capryl glucoside, sodium lauroyl glutamate, disodium cocoyl glutamate, oryza sativa (rice) extract, sodium cocoyl hydrolyzed soy protein, origanum vulgare leaf oil MERCHANDISING • Size: 12oz • Price: $9 • Package: no pump • Category: Health & Beauty • Sub-Catg: Children Shampoo • Shelf Position: top • Display: no RATINGS & REVIEWS • Ratings: 5.0 stars • Review Cnt: 9 • Review Tokens: babysitting, fussy, love this product, grandmother • Reviewer Avg Age: 45 • Percent Incentivized: 0% • Sensitive Skin: 50% BRAND • Name: Burts Bees • Klout Score:50.7 • Green Score: 8.9 • Manf Location: USA ORGANIC BRAND CRUELTY FREE LAVENDER HYPOALLERGENIC ALOE Customer Genome DNA & LIVING PROFILE OF THE GENOME
  10. 10. What this means for Your Customers Your Corporation DNA & LIVING PROFILE OF THE GENOME
  11. 11. WHATS NEXT?
  12. 12. EMAIL GET IN TOUCH michael.dekshenieks@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
  13. 13. Why Personalization? TOO MUCH CHOICE From 50,000 products in 50,000 sq. ft. stores to millions of 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…

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