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Accenture Interactive
Digital Transformation
Re-imagine from the outside-in
How can companies develop a customer relevant digital business
when change is the only constant and best practices are being
redefined at warp speed? In today’s digital world, business
success requires a customer-focused digital transformation.
The time to act is now.
Through the digital looking-glass
Leading companies are already re-imagining customer experiences with a
strong focus on digital. By giving customers rich experiences in their own
languages, Marriott is reaching $7 billion in annual sales online.1
With a
multi-channel commerce solution, Nespresso is offering more personalized
and complete customer experiences across 41 countries.2
Empowered customers
Customers expect superior and relevant interactions
across all digital and physical channels at all times.
New competitors
Across industries, traditional players are exploring
new identities.
Technology disruption
The importance of technology is not solely a function
of technology itself but rather what it empowers
people to do.
Customer experience leaders know that
digital is not solely about technology.
Companies need to think and rethink about how to be relevant to current
and future customers—from creating new experiences and service models
to transforming the business.
Shattering the status quo
Digital transformation will require reorientation
around an “outside-in” lens to deliver enduring
customer relevance at scale. Companies should
first consider the visible part of their business—
everything that customers experience directly.
Then they can align the parts of the business
that customers do not see—internal operations
and technology infrastructure.
Enduring Customer Relevance at Scale
Enduring customer relevance at scale requires
three essential elements. Making a complete
digital transformation means aligning and
executing these elements together, even if
maturity among them varies. The result can be
breakthrough business performance.
DELIGHT YOUR CUSTOMERS
Companies must understand customers
to design delightful omni-channel
experiences and services. Customer
systems should be relevant, simple
and elegant. This is just what digital
pioneer Amazon has always prided
itself on. Amazon wins with customers
because it makes it easy for them to
get exactly what they want hassle-free,
while continually raising the bar on the
customer experience.3
Relevant, Elegant, Simple
RE-ORIENT YOUR BUSINESS
Companies must tune brand management
and the operating model toward
customer-centricity and agility while
infusing analytics into the core culture.
Business systems should be effective,
efficient and deliver return on investment.
BMW recognized this need to align its
internal business operations around its
customers, implementing an eKanban
system digital solution together with Lear
Corp., a car seat supplier, to streamline
the supply chain.4
Performance should be
monitored and measured, with changes
made as necessary.
Effective, Agile, Delivers ROI
FLEX YOUR PLATFORM
Optimizing the marketing, content
and commerce technology
infrastructure - and turning on a
dime as needed - powers customer
experiences and business operations.
Technology systems should be robust,
scalable and capable of being deployed
quickly. A leading global consumer
goods company is extending its digital
transformation with the creation of
a comprehensive digital dashboard
architecture. This flexible technology
solution will store data from multiple
digital sources and provide a strategic
business intelligence platform for
analysis, insights and measurement of
global digital marketing initiatives.
Robust, Scalable, Deployed Fast
No journey looks the same
The digital business is hyper focused on customers. With data management at the core and
fueled by expert analytics, insight and content management, the digital business provides
fully integrated services for seamless, 360-degree customer experiences. Organizational and
cultural changes and the right operating model must underpin these building blocks, and
are often the most challenging elements to tackle.
Customer Journey Blueprint
An ecosystem that addresses organization structure, culture and partners
Analytics &
Intelligence
Data
Management
Content
Management
Omnichannel
Experience
(online, offline
mobile)
Integrated
Services (to allow
personalization of
customer dialogue)
Building blocks of a digital business
With so much at stake, getting started can be overwhelming. But there are specific
actions that companies can focus on today to jumpstart a meaningful digital
transformation—keeping the customer experience front and center at every turn.
For more information on each of the actions, download the Digital Transformation PoV
Mindset ConnectionMindset
Entrepreneurship Planning
Education
Teamwork
Leadership

@AccentureSocial
www.accenture.com/interactive
To learn more about customer-focused
digital transformation, contact:
Baiju Shah
baiju.shah@accenture.com
Anatoly Roytman
anatoly.roytman@accenture.com
Patricio De Matteis
patricio.de.matteis@accenture.com
References
1
Accenture, “Marriott International: Web Content Optimization.” http://www.accenture.com/
us-en/Pages/success-marriott-international-web-services-platform.aspx
2
Accenture, “Accenture and hybris Team to Implement Multichannel Commerce Solutions for
Global Enterprises,” August, 5, 2013. http://newsroom.accenture.com/article_display.cfm?
article_id=5814
3
Accenture, “Growth Strategies for a Digital World,” March 2014. http://www.accenture.com/us-
en/Pages/insight-growth-strategies-digital-world.aspx
4
Accenture, “Serving the Nonstop Customer,” October 2012. http://www.accenture.com/us-en/
outlook/Pages/outlook-journal-2012-serving-the-nonstop-customer-marketing.aspx
Join the conversation
Copyright © 2014 Accenture
All rights reserved.
Accenture, its logo, and
High Performance Delivered
are trademarks of Accenture. 14-1742
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. Information regarding
third-party products, services and organizations was obtained from publicly available sources, and Accenture cannot
confirm the accuracy or reliability of such sources or information. Its inclusion does not imply an endorsement by or
of any third party.
The views and opinions in this article should not be viewed as professional advice with respect to your business.
Download the Digital Transformation PoV

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Digital Transformation: Re-imagine from the outside In

  • 2. How can companies develop a customer relevant digital business when change is the only constant and best practices are being redefined at warp speed? In today’s digital world, business success requires a customer-focused digital transformation. The time to act is now.
  • 3. Through the digital looking-glass Leading companies are already re-imagining customer experiences with a strong focus on digital. By giving customers rich experiences in their own languages, Marriott is reaching $7 billion in annual sales online.1 With a multi-channel commerce solution, Nespresso is offering more personalized and complete customer experiences across 41 countries.2
  • 4. Empowered customers Customers expect superior and relevant interactions across all digital and physical channels at all times. New competitors Across industries, traditional players are exploring new identities. Technology disruption The importance of technology is not solely a function of technology itself but rather what it empowers people to do. Customer experience leaders know that digital is not solely about technology. Companies need to think and rethink about how to be relevant to current and future customers—from creating new experiences and service models to transforming the business.
  • 5. Shattering the status quo Digital transformation will require reorientation around an “outside-in” lens to deliver enduring customer relevance at scale. Companies should first consider the visible part of their business— everything that customers experience directly. Then they can align the parts of the business that customers do not see—internal operations and technology infrastructure.
  • 6. Enduring Customer Relevance at Scale Enduring customer relevance at scale requires three essential elements. Making a complete digital transformation means aligning and executing these elements together, even if maturity among them varies. The result can be breakthrough business performance.
  • 7. DELIGHT YOUR CUSTOMERS Companies must understand customers to design delightful omni-channel experiences and services. Customer systems should be relevant, simple and elegant. This is just what digital pioneer Amazon has always prided itself on. Amazon wins with customers because it makes it easy for them to get exactly what they want hassle-free, while continually raising the bar on the customer experience.3 Relevant, Elegant, Simple
  • 8. RE-ORIENT YOUR BUSINESS Companies must tune brand management and the operating model toward customer-centricity and agility while infusing analytics into the core culture. Business systems should be effective, efficient and deliver return on investment. BMW recognized this need to align its internal business operations around its customers, implementing an eKanban system digital solution together with Lear Corp., a car seat supplier, to streamline the supply chain.4 Performance should be monitored and measured, with changes made as necessary. Effective, Agile, Delivers ROI
  • 9. FLEX YOUR PLATFORM Optimizing the marketing, content and commerce technology infrastructure - and turning on a dime as needed - powers customer experiences and business operations. Technology systems should be robust, scalable and capable of being deployed quickly. A leading global consumer goods company is extending its digital transformation with the creation of a comprehensive digital dashboard architecture. This flexible technology solution will store data from multiple digital sources and provide a strategic business intelligence platform for analysis, insights and measurement of global digital marketing initiatives. Robust, Scalable, Deployed Fast
  • 10. No journey looks the same The digital business is hyper focused on customers. With data management at the core and fueled by expert analytics, insight and content management, the digital business provides fully integrated services for seamless, 360-degree customer experiences. Organizational and cultural changes and the right operating model must underpin these building blocks, and are often the most challenging elements to tackle. Customer Journey Blueprint An ecosystem that addresses organization structure, culture and partners Analytics & Intelligence Data Management Content Management Omnichannel Experience (online, offline mobile) Integrated Services (to allow personalization of customer dialogue) Building blocks of a digital business
  • 11. With so much at stake, getting started can be overwhelming. But there are specific actions that companies can focus on today to jumpstart a meaningful digital transformation—keeping the customer experience front and center at every turn. For more information on each of the actions, download the Digital Transformation PoV Mindset ConnectionMindset Entrepreneurship Planning Education Teamwork Leadership 
  • 12. @AccentureSocial www.accenture.com/interactive To learn more about customer-focused digital transformation, contact: Baiju Shah baiju.shah@accenture.com Anatoly Roytman anatoly.roytman@accenture.com Patricio De Matteis patricio.de.matteis@accenture.com References 1 Accenture, “Marriott International: Web Content Optimization.” http://www.accenture.com/ us-en/Pages/success-marriott-international-web-services-platform.aspx 2 Accenture, “Accenture and hybris Team to Implement Multichannel Commerce Solutions for Global Enterprises,” August, 5, 2013. http://newsroom.accenture.com/article_display.cfm? article_id=5814 3 Accenture, “Growth Strategies for a Digital World,” March 2014. http://www.accenture.com/us- en/Pages/insight-growth-strategies-digital-world.aspx 4 Accenture, “Serving the Nonstop Customer,” October 2012. http://www.accenture.com/us-en/ outlook/Pages/outlook-journal-2012-serving-the-nonstop-customer-marketing.aspx Join the conversation Copyright © 2014 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. 14-1742 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. Information regarding third-party products, services and organizations was obtained from publicly available sources, and Accenture cannot confirm the accuracy or reliability of such sources or information. Its inclusion does not imply an endorsement by or of any third party. The views and opinions in this article should not be viewed as professional advice with respect to your business. Download the Digital Transformation PoV