Modernize 2018: Activating Customer Experiences for Modern Organisations - Accenture
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Activating Customer Experiences for Modern Organisations - presented by Martyn Toney, Managing Director, Accenture Interactive Laying the Foundation for Delivering World Class Experiences. ABOUT MODERNIZE 2018: Be a part of the future. Shape the customer experience with Accenture, Forrester, Qantas, REA, Intrepid and more -- and learn how leading organisations are harnessing their people, processes, and technologies to exceed customer’s expectations. Visit: https://www.optimizely.com/anz/modernize2018
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Modernize 2018: Activating Customer Experiences for Modern Organisations - Accenture
- 3. 50%OF CEO’S SEE THEIR CMO AS THE DRIVER OF THE COMPANY’S GROWTH STRATEGIES 81%OF THE ORGANISATION'S SAY “DELIVERING PERSONALISED CUSTOMER EXPERIENCES IS ONE OF THE KEY PRIORITIES” TOPCMOPRIORITIESFORTODAY 80% OF BRANDS THINK THEY DELIVER A SUPERIOR CUSTOMER EXPERIENCE, BUT ONLY… 8% OF THEIR CUSTOMERS AGREE
- 4. TRAPPED INTELLIGENCE LIQUID EXPECTATIONS DIGITIZATION OF EVERYTHING DIGITALMEGATRENDSSHAPINGTHE MODERN ERA THEBATTLEGROUNDIS EXPERIENCE
- 5. LIVING BUSINESS …your brand, operations, employees, culture and platforms adapt, evolve and respond to business and customer insights LIVING SERVICES …constantly learn about our needs, preferences, behaviors, actions, are proximate to us and change in real time WESEETHENEXTWAVEISLIVING EXPERIENCES… +
- 7. DIGITAL PLATFORMS DIGITAL CHANNELS AND MARKETS DIGITAL ENTERPRISE RE-ORIENT YOUR BUSINESS Effective, Agile, Delivers, ROI FLEX YOUR PLATFORMS Robust, Scalable, Deployed, Fast DELIGHT YOUR CUSTOMER Relevant, Elegant, Simple DIGITAL BUSINESS FRONT STAGE BACK STAGE LIVINGEXPERIENCESNEEDMODERNDIGITAL ORGANISATIONS
- 8. 2018 PERSONALISATION PULSE CHECK MAKE IT PERSONAL 91% OF CONSUMERS ARE MORE LIKELY TO SHOP WITH BRANDS WHO RECOGNIZE, REMEMBER, AND PROVIDE RELEVANT OFFERS AND RECOMMENDATIONS 27% OF CONSUMERS HAVE HAD A BRAND EXPERIENCE THAT WAS TOO PERSONAL OR INVASIVE SO ARE YOU BEING COOL OR CREEPY?
- 9. THE NEXT EVOLUTION OF PERSONALISATION MOVING FROM COMMUNICATION TO CONVERSATION AND PUT CUSTOMERS IN CONTROL OF THEIR EXPERIENCE SO ENGAGE IN TWO-WAY CONVERSATIONS AND INTERACTIONS CREATE AND CURATE CUSTOMER LIVING PROFILES
- 11. SEE HOW WE HELP “MELIA HOTELS CURATE MEANINGFUL EXPERIENCES HTTPS://WWW.YOUTUBE.COM/WATCH?V=YRHZ2E3HLO4
- 12. MINIMAL PERSONALIZATION SELECTIVE PERSONALIZATION STAGE 1 STAGE 2 STAGE 4 STAGE 5STAGE 3 MANAGED PERSONALIZATION OMNI-CHANNEL PERSONALIZATION HYPER PERSONALISATION PERSONALIZATION @ SCALE One-to-All One-to-Many One-to-Some One-to-Few One-to-One TRANSFORM YOUR WAYS OF WORKING FLEXIBLE AGILE INTEGRATED AUTOMATED RIGID WATERALL SILOED MANUAL PERSONALISED EXPERIENCES IS A JOURNEY REQUIRESINVESTMENT,INTEGRATIONANDCHANGE
- 13. Operationalise the capabilities with new operating models and ways of working, Agile processes, and governance to embed personalization and experimentation across all product and service experiences OPERATIONALISE 3 Orchestrate the different communications, platforms and tools, including campaign content, marketing, optimization, analytics, insights and rules engines to curate, automate personalized experiences @ scale ORCHESTRATE 1 Scale up the necessary talent, skills and culture in cross functional teams to enable personalization @ scale across all customer interaction points ORGANIZE 2 PERSONALISED EXPERIENCES IS A JOURNEY THREEKEYSTOPERSONALISATION@SCALE
- 15. One-to-All One-to-Many One-to-Some One-to-Few One-to-One ADDRESSABLE CUSTOMERS HIGH HIGH LOW LOW CUSTOMERS’ LIFETIME VALUE EFFORT&COMPLEXITY Potential Cost Available Budget PRIORITISINGWHERETOFOCUSANDEXPERIMENT VALUEDRIVENINVESMENTDECISIONS Operating Budget
- 16. Example Value Tree • Customer Acquisition • Customer Retention • Sales and Revenue • Customer Engagement • Channel Effectiveness • Customer Satisfaction • Delivery Efficiency • Cost Optimization • Speed to market OBJECTIVES VALUE DRIVERS • Increase speed and velocity • Increase quality of delivery • Increase delivery efficiency • Release more often • Reduce infrastructure costs • Drive modularity and re-use • Increase awareness and visitation • Increase conversion rates • Increase retention / reduce churn • Engage in-active customers • Improve customer offers • Increase up-sell and cross-sell • Increase customer engagement • Improve cross-channel effectiveness • Increase number and quality of communications • Improve campaign effectiveness • Improve quality of service • Improve measurement and optimise performance • Research and optimise customer experience ROI OUTCOMES GROW REVENUES IMPROVE CUSTOMER EXPERIENCES INCREASE EFFICIENCY PRIORITISINGWHERETOFOCUSANDEXPERIMENT USEVALUEDRIVERSANDMEASUREIMPACTS
- 20. ACTIVATINGEXPERIENESINMODERNORGANISATIONS INVOLVESDIFFERENTEXPERTISETODELIVER Analytics Product management Personalization Research Engineering Product development Design
- 21. ACTIVATINGEXPERIENESINMODERNORGANISATIONS ACROSSACOMPLEXECOSYSTEM ORGANISATION Analytics Product management Personalization Research Engineering Product development Design DELIVERY TEAM EXTERNAL PARTNERS
- 23. FROM TO Fragmentation of data and technology across marketing, merchandising and channel systems Integrated and orchestrated data and technology with clear Marketing ownership and access Rearview mirror perspective on campaign performance after it’s too late to make an impact Forward looking, agile optimization fueled by predictive analytics and experimentation Rigid and inefficient operating model that lacks critical capabilities and scalable execution Create a liquid talent pool and Centers of Excellence to mobilize and scale the right talent Product-centric and offer-centric Customer-centric and service-centric, intent on serving their customer’s purpose Segmentation and mass personalization Hyper-relevance at the Moments That Matter Operating in organizational silos Co-create customer strategy with shared objectives across Merchant, Channel & Partners TODELIVERINTHEMODERNERA REQUIRESNEWMODELSANDAPPROACHES
- 24. MODERNOPERATINGMODELS HAVEDIFFERENTATTRIBUTESANDAFOCUSONPEOPLE AGILITY FLEXIBILITY & ADAPTABILITY Self-organizing, agile ways of work, stakeholder- centricity, sense and experiment EMPLOYEE EXPERIENCE Purpose driven, personalised work experiences, empowered, learning, connected working HUMAN INTEGRATED OPERATIONS Multi-faceted business models & partners, plug & play capabilities, open and collaborative MODULAR CONNECTED ECOSYSTEM Permeable & connected ecosystem, shared, assets, services, tools & talent pools LIQUID INSIGHTS& AUTOMATION Artificial Intelligence, data transparency, insight driven, real- time visibility & decisions INTELLIGENT
- 25. TRANSPARENCY OF EARN VS BURN Business is able to see in near real-time the business value earnt for cost against a set of metrics to prioritise and optimise VALUE AT VELOCITY Relentless focus on business value, embedded in an operating model INTELLIGENT INVESTMENT Ability to rapidly assess the impact of investment decisions on business outcomes and prioritise accordingly TAILORED DELIVERY AND VALUE MODELS Analytical delivery model and value measurement tailored to type of hypothesis OUTCOME BASED BUSINESS VALUE MEASUREMENT Business value and effort is measured against impacts to established KPIs MODERNOPERATINGMODELS–GOVERNANCE LEADERSHIP,CAPABILTIY&VALUEREALISATION
- 26. DESIGNERS AND CREATIVES The Magic Makers – creators of the inspirational and personal experiences at the brand and individual level EXPERIENCE ARCHITECTS The Architects - orchestrate the end to end process DATA SCIENTISTS & INSIGHT EXPERTS The Knowledge Seekers - transform data and research to reveal important and differing customers traits CUSTOMER & DIGITAL STRATEGISTS The Story Tellers - who make meaning out of the data and turn into a highly targeted and personalized experience plan CAMPAIGN MANAGERS The Activators – ensure the experience plan is realised and the personalised experiences reach the intended end customer DIGITAL TECHNOLOGISTS The Engineers – ensure that appropriate technology is in place and integrated to enable activation MARKETING ANALYSTS The Evolvers – measure and evaluate performance and determine better ways to engage with customers CROSS FUNCTIONAL TEAMS MODERNOPERATINGMODELS–PEOPLE NEWCULTURE,ACCOUNTABLE&COLLABORATIVETEAMS PERSONALISATION TEAM
- 27. Highly Confidential. Internal Use only. Do Not Forward. Copyright © 2018 Accenture All rights reserved. MODERNOPERATINGMODELS–PROCESS DESIGNLED,AGILEWAYSOFWORKING,ANDINNOVATION DELIVERDISCOVER OPERATE Define Problem ’Inside-out’ Observe ‘Outside-in’ Q2 Insights Ideate Moment Mapping Build Measure Learn MVP Experience Journeys Optimise Learn Measure Iterate IDEA & CONCEPT EXPERIMENTS OPTIMISATION EXPERIMENTS VALIDATION EXPERIMENTS Test & Learn CONTINOUOS FEEDBACK & INSIGHTS
- 28. MODERNOPERATINGMODELS–DATA&TECHNOLOGY DECOUPLED,INTEGRATED,SCALABLE&INTELLEGENT Decoupled platforms and micro-services architecture reduces reliance on vendors, and enables plug & play of new platforms, services, tools, data sets DECOUPLED PLATFORMS Re-usable services to share data & insights, reduce handling and offline processes and allow real-time decisions across the platforms and services INTEGRATED DATA AND PLATFORMS Secure cloud-based platforms and services provide the flexibility and scalability to meet changing business and customer demands SCALABLE AND SECURE PLATFORMS Smart, automated and self-learning platforms and services drive efficiencies, increase value velocity and agility, and minimizes IT dependence INTELLIGENT PLATFORMS
- 29. TO ACTIVATE CUSTOMER EXPERIENCE IN MODERN ORGANISATIONS YOU NEED TO… …and scale evidence based experience design and decision making ADOPT …speed to value and learning through lifecycle experimentation ACCELERATE …from project checklists to solving customer problems and delivering experiences TRANSFORM EVOLVE …from conversion to experience optimization …measure and quantify the value of the experience and outcomes OPTIMIZE
- 30. EXECUTIVE LEADERSHIP VALUE DRIVEN INVESTMENT EXPERIENCE MOMENTS THAT MATTER AGILE WAYS OF WORKING SHIFT THE CULTURE & MINDSET PRODUCT LIFECYCLE MANAGEMENT EMBEDDED EXPERIMENTATION DECOUPLED BUT INTEGRATED PLATFORMS REAL-TIME INSIGHTS AND DECISIONS 0201 03 0504 06 0807 09 IN SUMMARY
- 31. THANK YOU Martyn Toney Managing Director, Accenture Interactive martyn.toney@accenture.com