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Accenture Digital Customer Solutions:
Design to Delivery
They can make or break your future
Digital customers are always connected at home, at work and at play. They browse, book and buy products and services in person, online and on the go. No matter your business model, your digital customer expects you to know them, anticipating and delivering what they want across all channels. If you do this, your company will win.
Your digital customers are here to stay:
Digital technologies have disrupted everything. Anywhere and everywhere, everyone is a digital customer—consumers, shoppers, patients, physicians, travelers, guests, drivers, riders and diners.
As people move throughout their day, their needs and behaviors blur traditional industry lines. This is shaping a whole new ecosystem for companies and how they meet the needs of their digital customers.
Only 24% of customers feel loyal to the brands they purchase.
31% of customers switched due to lack of customized offers.1
64% of customers switched providers in 2014 due to poor service.
Every customer is a digital customer:
The new reality that companies cannot ignore
The digital revolution is disrupting so much for companies that serve customers. From rapidly evolving technologies and nimble market players to the growth of omni-channel commerce and the data deluge, change is everywhere.
The digital customer is at the heart of it—maybe the most disruptive force of them all. This is a new kind of customer, empowered, engaged and expectant, with more control than ever.
Leading companies know that what worked for yesterday’s customer no longer applies. They recognize that personalization is non-negotiable, targeted content is king, loyalty is not guaranteed and traditional operating models need to evolve.
Still, how to capture value from the digital customer can raise more questions than answers about the need to:
• Create highly personalized customer experiences across every channel.
• Empower sales and marketing teams with data insight that enables them to make more customer-focused decisions.
• Execute the right campaigns for the right customers at the right time across the right channels.
• Streamline content management approaches to meet customers’ unique needs at scale and speed.
• Complete customer transactions easily and securely so they don’t click away before purchasing.
• Better understand customers to influence preference and build relationships that last.
Getting value from customer centered approaches demands that companies develop the operational capabilities to work efficiently and effectively across the business—all of the time. Otherwise, developing unique connections with millions of digital customers is impossible, impractical and costly.
Winning companies will be adaptive. They will flex and scale at a quick pace across every touch point as customer and market demands change. This is how to drive top-line growth in the era of the digital customer.
High-performers know the importance of digital. High growth vs. no- or low-growth companies:
• Recognize strategic importance of digital channels. 84% vs. 71%.
• Provide a consistent customer experience across channels. 80% vs. 59%.
• Use data and analytics to improve marketing impact. 86% vs. 65%.
If a website takes more than two seconds to load, 40 percent of online shoppers will abandon a site.2
Making the most of the digital customer journey:
Accenture Digital Customer Solutions
It can be overwhelming to know where to begin to serve the digital customer. A complete digital transformation—delighting customers, flexing the platform and reinventing the business—takes time and investment. But getting results does not have to be this way.
Accenture Digital Customer Solutions offer a different approach to change. They focus on priority areas in marketing, sales and service that span today’s dynamic and continuous customer journey so that you can:
• Accelerate speed to market.• Dramatically change the cost to serve customers.• Expand the reach to new customers to fuel
growth.• Improve efficiency and effectiveness to reduce costs.• Deliver seamless omni-channel services.• Create more relevant content, offers and
recommendations.• Gain customer loyalty and grow sales.
These solutions are flexible and scalable, targeting specific areas in ways that work for your business needs. You can select limited engagements, technology integration or ongoing managed services, all of which can build a foundation for or dovetail into a larger digital transformation.
From exploring swings in digital conversion, aligning marketing and customer intent and localizing digital campaigns to streamlining digital asset libraries, simplifying online transactions and keeping your best customers close over time, Accenture Digital Customer Solutions can help you address your most pressing customer related needs.
There are 6.8 billion people on the planet at present. 4 billion own mobile phones.3
A UK fast fashion retailer worked with Accenture to retool its mobile website and realized a 100 percent increase in mobile sales. The site has seen nearly a 13 percent increase in online market share.
Customer Experience OptimizationDeliver one-size-fits-one customer experiences. Take a customer-first, outside-in approach to align organization, processes, technology and data insights to consistently deliver personalized, digitally-enabled, cross-channel customer experiences that resonate and delight at every touch point.
• Creative• Customer experience• Design and innovation• Personalization• Social
Customer Acquisition and Campaign ManagementDeliver marketing messages that inspire customers to take action—targeted, meaningful and effective. Plan, execute and measure digital and cross-channel communications to acquire new customers, grow wallet share from existing customers and retain your most profitable customers.
• Rich marketing content• Targeted segmentation• Timely cross-channel delivery
CommerceDrive business results with a high-performing, convenient commerce platform. Deliver on customer expectations for easy check out, multiple delivery and collection offerings, seamless click-and-pay options, and personalized recommendations at the point of purchase through in-store and digital channels including web, tablet, mobile and apps. Use responsive design to manage seamless customer experience across devices.
• Commerce optimization• Managed run services• Order management• Platform design and build
A pharmaceutical leader turned to Accenture to help develop a pioneering digital content management tool and implement an end-to-end system that facilitates marketing planning, creative, sourcing, search and approval.
Accenture helped a leading beverage company to use digital to process more than 100,000 orders per day across 41 countries in 20 languages.
Content ManagementEngage customers with fresh content that moves them. Retool content management workflows, technologies and resources so that operations are more nimble, scalable, efficient and effective. Deliver rich, personalized content at speed, on the fly and before customers know they want it.
• Content production• Content platform distribution• Content strategy• Web Content Management
System• Web development
Sales and Marketing ServicesReinvent sales and marketing to dramatically enhance productivity while enhancing the customer experience. Improve return on investment (ROI) of both working and non-working sales and marketing spend. Empower marketers and your salesforce to work proactively and strategically, making data-driven, customer-savvy decisions that support business goals.
• Customer interaction strategy and blueprint
• Marketing ROI analytics• Sales and channel spend
optimization• Sales and marketing
enablement services• Sales and marketing shared
business services• Sales and marketing talent
management services
Digital Customer Service and LoyaltyCultivate enduring customer relationships. Make your products and services indispensable to digital customers’ lives by taking loyalty programs beyond rewards cards to connect with individuals’ needs, passions and values while collaborating in new ways to serve the whole customer.
• B2B service operation• Digital service• Field services• Loyalty, retention and growth• Service excellences
From design to delivery:Accenture brings scale, industry focus and commitment to outcomes
One seamless team.We are the #1 digital transformation consultant based on revenue according to Gartner. Work with the only provider that integrates experience design, technology and analytics so you need just one team end to end. We are highly invested in digital and have built our capabilities by acquiring leading companies in service design and innovation; digital marketing and production; and digital strategy, technology and creative.
Global scale.Operating in 49 countries with 28,000 digital professionals, we serve you 24/7 with a field-tested global delivery network that is consistent, reliable, fast and scalable. We have digital professionals in the countries in which you operate and can help you balance the need to act globally and think locally.
Industry insight.With more than 4,000 clients in digital, we work across many customer-facing industries—retail, consumer goods and services, life sciences, automotive, travel and hospitality, transportation and industrial—so you get industry know-how, ideas for applying what works in other industries to your challenges and insights into how industry lines are converging in the digital world.
Focus on outcomes.We offer creative compensation models that tie our fees directly to your desired outcomes. That is how strongly we believe our solutions can help you capture value from the digital customer.
We understand how important capturing value from the digital customer is to your company. That’s why Accenture is fully invested in developing practical approaches to help you grow your business in the digital world. We design customer experiences that are delivered through technology and analytics. You can expect:
There are many things that companies can start to do today to win over the digital customer. But none of it will pay off in top line growth without execution excellence across every customer touch point. That’s where Accenture Digital Customer Solutions can make all the difference. Because when every customer is a digital customer, all the rules are different. And the possibilities are endless.
For more information on Accenture Digital Customer Solutions, please contact:Janet Hoffman Digital Customer - Global & North America [email protected]
Rick Murray Digital Customer - EALA [email protected]
Richard Darracott Digital Customer - APAC [email protected]
References1. ”Global Consumer Pulse Research”, Accenture, 2014
2. “60SecondMarketer.com, 2013
3. “Digital Industry 4.0 and the Emergence of the New Value-Chain Network,” Accenture, 2013
Copyright © 2015 Accenture All rights reserved.
Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
About Accenture Accenture is a global management consulting, technology services and outsourcing company, with more than 323,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$30.0 billion for the fiscal year ended Aug. 31, 2014. Its home page is www.accenture.com.
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