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PERSONALIZATION@ SCALE
DRIVING GROWTH & LOYALTYWITH EVERY CUSTOMER
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information |
LET’S TALK ABOUT WHY, AND WHAT IT TAKES TO SUCCESSFULLY
PERSONALIZE AT SCALE
DELIVER ONE-TO-ONE EXPERIENCES
TAILOR YOUR CUSTOMER’S JOURNEY ACROSS
CHANNELS
INCREASE RESPONSE RATES, SPEND, LOYALTY
THE REALITY IS THAT IT’S TRUE… BUT MOST WHO’VE INVESTED ARE NOT SEEING THE RETURNS THEY’D HOPED
2
YOU’VE PROBABLY HEARD THIS STORY BEFORE…
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information |Source: “Advance to Next-Generation Personalization” Forrester Research, Inc., January 13, 2014
To succeed in today’s digital environment, firms must deliver smarter, more-customer-centric interactions that feel like they were tailored for
each user and his or her specific set of circumstances. It must be more dynamic and more predictive than current personalization techniques.
3Why Personalization?
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information |
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.
4Why Personalization?
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information |
OK… BUT WHY?
5Why Personalization?
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 6Why Personalization?
TOO MUCH CHOICE
From 50,000 products in 100,000 sq. ft. stores to 10
million 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 CONTENTSolicitations, offers,
promotions, social streams…
Product sites, third-party research, news, reviews, ratings, blogs…
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 7
HOW DO MOST COMPANIES RESPOND?
Why Personalization?
Deliver more content…
Deliver tailored content…
Present only as many choices as relevant and…
Present as many choices as possible and…
Orchestrated and optimized for channel, recipient and journey
To every customer through all channels
1 2 3 4 5
6 7 8 9 10
11 12 13 14 …
7 12 5 8 3
2 4 6 9
10 11 13 14 …
1
OR
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 8
STRATEGICALLYPersonalization is a survival issue
Why Personalization?
Millennials and other digital natives expect personalized experiences from all brands they interact with
DEMOGRAPHICS REQUIRE IT
COMPANY EFFICIENCY ISN’T ENOUGH
RE-SETTING CUSTOMER EXPECTATIONS
Mass-oriented practices adopted for operational and cost efficiency have
distanced companies from their customers with one-size-fits-all,
top-down, policy-driven interactions and experiences
Organizations that have successfully developed personalized experiences are raising the bar for companies in
across all industries
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 9Defining Personalization
DYNAMICALLY and uniquely tailoring communications and experiences to be CONTEXTUALLY RELEVANT to each INDIVIDUAL customer and their seamlessly ACROSS CHANNELSand the customer journey – at scale.
THE HIDDEN FUEL BEHIND EVERY ACTION
INTENTINTENT
PERSONALIZATION IS…
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 10
PERSONALIZATION IS…
Defining Personalization
DATA-BASED DYNAMIC SEAMLESS UNIQUE IN CONTEXT
Built on actual information about
individuals
Adapting content to changing consumer attributes, behavior,
and context
Unified across time, location and
touchpoints
Content and options tailored to individual’s intent
Appropriate to time, location, season,
and stage of customer journey
“Personas” or archetypes based
on opinions
Addressing customers by name, but delivering the same message to
everyone
Disconnected across channel or
department
Generic “personal” touches, like
“exclusively for smart consumers like you”
“Data-blind” events, such as requests to
review a product customer returned
PERSONALIZATION IS NOT…
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 11
ACCENTURE 4R PERSONALIZATION FRAMEWORK
Defining Personalization
RECOGNIZE
RECOMMEND
REMEMBER
RELEVANCE
Identify both known and unknown customers & prospects through data from CRM, DMP, device, socialand other sources.
Reach them with the right marketing, offer, content, or product recommendations for the customer based on their actions, preferences and interests.
Knowing your customer’s history means not just knowing what they buy, view and consume, but also why they made those decisions.
Delivering personalization within the context of the digital experience, such as who and where they are, recent events, and/or what time of the year it is.
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 12Why Personalization?
* Accenture ** Hubspot *** Association of National Advertisers
Consumers who prefer more relevant
messages and offers**
Organizations that believe relevant and personal experience will differentiate their
organization***
Increase in sales through personalized
content**
Higher engagement rate from
personalization*
75% 83% 20% 42%
BELIEFS RESULTS
A good start, but we still have work to do…
EVERYONE IS DOING IT, NO ONE IS DOING IT WELL, BUT EFFORTS ARE ACCELERATING
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 13
THREE PRIMARY CHALLENGES TO SCALE
Key Challenges
Orchestration of the various technologies, including DMPs,
recommendation engines, optimization tools, digital analytics
platforms, and rules engines to curate a seamless personalized
experience
Scaling up the necessary talent with the right skills
and culture to enable personalization @ scale
across all customer interaction points
Operationalizing the capabilities with the necessary operating
models, processes, and governance to embed
personalization across all campaigns & digital experiences
ORCHESTRATE ORGANIZE OPERATIONALIZE
1 2 3
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 14
HAVE YOU IMPLEMENTEDAny personalization technologies? Which types or vendors?
Defining Personalization
WHAT RESULTShave you seen?
WHAT CHALLENGEShave you encountered?
IN WHICH CHANNELSand on what scale?
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 15
WHERE IS YOUR ORGANIZATION TODAY?
Accenture Personalization Maturity Model
MINIMAL PERSONALIZATION
SELECTIVE PERSONALIZATION
STAGE 1 STAGE 2 STAGE 4 STAGE 5STAGE 3
MANAGEDPERSONALIZATION
OMNI-CHANNEL PERSONALIZATION
ENTERPRISE DIGITAL AGILITY
JOURNEY TO DIGITAL PERSONALIZATION JOURNEY TO DIGITAL AGILITY
PERSONALIZATION AT SCALE
Jeriad Zoghby, PhDManaging Director Global LeadPersonalizationAccenture [email protected]
@jeriad
Scott Tieman Managing DirectorNorth America Lead PersonalizationAccenture [email protected]
@Scott_Tieman
LEARN MOREFor more information on Accenture Personalization services, please contact:
About Us
Xavier CiminoManaging DirectorEALA LeadPersonalizationAccenture [email protected]
@XCimino
Irwin LimManaging DirectorAPAC LeadPersonalizationAccenture [email protected]
About Accenture InteractiveAccenture Interactive, part of Accenture Digital, helps the world’s leading brands drivesuperior marketing performance across the full omni-channel customer experience.Accenture Interactive offers integrated, industrialized and industry-driven digitaltransformation and marketing solutions. To learn more follow us @AccentureSocialand visit accenture.com/interactive.
About AccentureAccenture is a leading global professional services company, providing a broad rangeof services and solutions in strategy, consulting, digital, technology and operations.Combining unmatched experience and specialized skills across more than 40 industriesand all business functions—underpinned by the world’s largest delivery network—Accenture works at the intersection of business and technology to help clients improvetheir performance and create sustainable value for their stakeholders. With approximately373,000 people serving clients in more than 120 countries, Accenture drives innovationto improve the way the world works and lives. Visit us at www.accenture.com.
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
This document makes reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of suchtrademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.