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The Art of Knowing Me - Customer Genome & Personalization

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The Accenture Genome and the path to Personalization

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The Art of Knowing Me - Customer Genome & Personalization

  1. 1. THE CUSTOMER GENOME AND THE NEW STATE OF PERSONALIZATION
  2. 2. The digitization of everything has granted customers near-immediate access to (almost) anything they desire. But this has created a burden of choice, 40% of customers have abandoned a business’s website because they were overwhelmed with too many choices when trying to make a decision. THE BURDEN OF CHOICE 2Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information |
  3. 3. 3Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | SIMPLICITY Companies succeed when they cater to the individual customer and make it easy for them to consume what they want, how and when they want it.
  4. 4. 4Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | of consumers are likely to buy from a retailer if they are recognized, remembered and receive relevant recommendations THE POWER OF
  5. 5. 5Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | RELEVANCE IS IN THE True personalization is not knowing what choices a customer makes; it’s understanding why they make them.
  6. 6. 6Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | RELEVANCE IS IN THE To understand the motivation behind the choice, companies must uncover the customer’s needs, wants, beliefs and preferences.
  7. 7. 7Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | THE PERSON BEHIND THE PURCHASE Understanding the customer on this personal level helps brands create experiences that anticipate and fulfill future needs, decisions, and purchases uniquely to each individual. It puts the “personal” back into personalization
  8. 8. 8Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | LOVE A SPECIFIC DESIGNER? PREFER CERTAIN COLORS, STYLES OR FEATURES? “WHY” DECISION DRIVERS HAVE A UNIQUE ALLERGY OR A SPECIFIC DIET? Does the customer…
  9. 9. 9Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | THE PATH TO PERSONALIZATION Every digital interaction is comprised of descriptive attributes that reveal a customer’s unique preferences, motivations and passions – it’s their Interaction DNA.
  10. 10. 10Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | THE PRODUCT Much like a customers’ interactions reveal attributes about them as an individual, every product or service also has its own attributes – which make up the Product’s DNA.
  11. 11. 11Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | The Accenture Genome combines Interaction DNA and Product DNA to develop a Living Profile for every customer. INTRODUCING: THE ACCENTURE GENOME
  12. 12. 12Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | This ever-evolving profile uses the collection of interaction data and product data to shed light on each customer’s unique needs, wants and preferences and defines their individual why. It uncovers why consumers make their decisions, helping companies better understand their customers.
  13. 13. CHECK OUT A HOTEL CUSTOMER’S GENOME 13Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information |
  14. 14. 14Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | The DNA of a hotel, for example, is comprised of ratings and reviews, location details, packages, amenities and brand characteristics. The Interaction DNA is comprised of attributes that can uncover personal preferences and needs for traveling and hotel stays. IDENTIFYING THE PRODUCT DNA
  15. 15. 15Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | USING THE LIVING PROFILE When the customer books a hotel, the hotel can look at the customer’s Living Profile to determine the why that drove their choice. • Do they prefer a hotel that offers live music? • Features a brand name? • Has a great pool?
  16. 16. 16Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | FOUNDATION FOR THE NEW By understanding the customer’s needs and preferences, the hotel can curate the entire guest experience.
  17. 17. 17Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | FOUNDATION FOR THE NEW By shifting from the what to the why, this new approach to customer-brand relationships will set the scene for an era in which we put the personal back in personalization, paving the way for brands to architect previously unimagined experiences.
  18. 18. For customers, the Accenture Genome’s real value will be realized through intelligent service design. Living Profiles will help brands engage much like a personal assistant, concierge or shopper would, resulting in a customer experience – and relationship – that’s more personalized than ever. 18Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | FOR CUSTOMERS THE NEW STATE:
  19. 19. For businesses, the Accenture Genome is a subtle shift in consumer data captured that helps them understand the why of customer decision making. 19Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | FOR BUSINESS: THE NEW STATE But it represents a foundational shift in how companies interact with customers.
  20. 20. 20Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | The Accenture Genome also allows businesses to build a collection of voices that become the intellectual property (IP) to drive all forms of business decisions, including marketing, merchandising, personalization and service design. FOR BUSINESS: THE NEW STATE
  21. 21. 21Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | The best customers generally represent 80% of profits, so focusing on why they choose instead of what they choose will influence decision-making across the organization. ALL DATA IS NOT EQUAL
  22. 22. By shifting focus from the what to the why, the Accenture Genome Platform allows brands to better understand their customers and puts the personal back in personalization. 22Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | IN SUMMARY
  23. 23. 23Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | To learn more about Accenture’s Genome Platform or conduct a fourteen-day customer genome pilot visit www.Accenture.com/genome or contact: Jeriad Zoghby, PhD Managing Director, Global Lead Personalization Accenture Interactive jeriad.zoghby@accenture.com Scott Tieman Managing Director, North America Lead Personalization Accenture Interactive scott.w.tieman@accenture.com Javier Perez Moiño Managing Director, EALA Lead Personalization Accenture Interactive Javier.perez.moino@accenture.com Irwin Lim Managing Director, APAC Lead Personalization Accenture Interactive Irwin.lim@accenture.com

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