Accenture Interactive - Living Services

PEOPLE AS THE DIGITAL

DIFFERENTIATOR

D i g i t a l D i s r u p t , A u c k l a n d 1 6 A u g u s t 2 0 1 6

B e n M o r g a n - D i g i t a l D i r e c t o r , A c c e n t u r e I n t e r a c t i v e

@ b m _ m o r g a n

1. WHAT’S GOING ON IN DIGITAL?

2. HUMANS AT THE HEART OF DIGITAL

3. THE IMPLICATIONS

W H A T W E ’ L L C O V E R

WE CAN NOW MAKE ANYTHING

WE CAN IMAGINE

1977

STAR WARS

STAR WARS1977

1982

KNIGHT RIDER

KNIGHT RIDER1982

2013

HER

HER2013

1962

JAMES BONDSUPER VILLAIN

JAMES BONDSUPER VILLAIN

1962

Speed of change will increase

Anything we can imagine we can make

People are getting used to ‘amazing’ experiences

K E Y T A K E A W A Y S

THE ERA OF

LIVING SERVICES

LIVING SERVICES

ARE THE RESULT

OF TWO FORCES

THE DIGITIZATION OF EVERYTHING

AND

LIQUID EXPECTATIONS

CUSTOMER EXPECTATIONSARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES

Services that directly compete with yours

DIRECT COMPETITORS



EXPERIENTIAL COMPETITORS

Services that ( partially ) replace the need for yours

DIRECT COMPETITORS


DIRECT COMPETITORS

EXPERIENTIAL COMPETITORS

Services that change customer expectations – and raise them for yours

PERCEPTUAL COMPETITORS

WEB & INTERNET

2000

MOBILITY

2010s

LIVING SERVICES

WE’VE COME A LONG WAY

1990s

LIVING?

• They are tailored and live around the individual – flex to

meet each person’s needs and preferences

• They evolve: They constantly learn more about our

needs, intents, preferences, and change in real time

• They are very proximate to us in the environment –

think wearables and nearables

Digital Complexity is growing

Digital is integral in everything, not a separate thing

Opportunities for transformation

are everywhere

K E Y T A K E A W A Y S



3. THE IMPLICATIONS


WHY BOTHER WITH

MESSY HUMANS?

TAKE THE PAIN AND ANXIETY OUT OF HOME BUYING / GIVE FIELD WORKERS HANDS-FREE ACCESS

TO LATEST CUSTOMER DATA / RE-IMAGINE THE HOTEL EXPERIENCE FOR THE NEXT GENERATION TRAVELER

/ TRANSFORM A COMPLEX CONNECTED HOME ECOSYSTEM INTO AN ELEGANT AND SIMPLE SMARTPHONE APP

/ MAKE INSURANCE RELEVANT IN THE MOBILE AGE / INNOVATE THE EMPLOYEE ENGAGEMENT EXPERIENCE /

CREATE A GLOBAL DESIGN-LED INNOVATION INCUBATOR / TAKE THE HASSLE OUT OF PUBLIC TRANSPORT / PUT

THE CUSTOMER AT THE CENTER FOR THE ENERGY INDUSTRY / INVENT NEW PROPOSITIONS TO DRIVE YOUTH

ENGAGEMENT / FORECAST THE FUTURE OF AN INTEGRATED HEALTHCARE PROVIDER / RE-IMAGINE WHAT A BILL IS

ALL ABOUT / UNLEASH DESIGN

TO HELP EMPLOYEES MAKE SMART DECISIONS AND GET THEIR JOB DONE EFFICIENTLY / CREATE A

360-DEGREE VIEW OF CUSTOMERS, TO BE ABLE TO SERVE THEM BETTER / INVENT THE CUSTOMER EXPERIENCE

STRATEGY FOR MAJOR CORPORATIONS / RE-ENERGIZE THE EXPERIENCE OF A COMPUTER HISTORY MUSEUM /

HELP BANKS ENGAGE MEANINGFULLY WITH THE MOBILE GENERATION / RADICALLY SIMPLIFY CITIZENS’

INTERACTIONS WITH THEIR GOVERNMENTS / MAKE BIG BRANDS RELEVANT IN DIGITAL ECOSYSTEMS / TEACH

CLIENTS TO FISH (BUILD DESIGN AWARENESS AND CAPABILITY) / CHANGE CAR MANUFACTURERS TO SERVICE

ORGANIZATIONS / HELP PEOPLE GROW THEIR MONEY FASTER /

AND THE BIG CHALLENGES ARE INHERENTLY HUMAN CHALLENGES

WE NEED BIG THINGS DONE IN DIGITAL

DELIGHT PEOPLE

FLEX YOUR PLATFORM

RE-ORIENT YOUR BUSINESS

Transform the business and operating models

towards customer-centricity and agility

Understand your customer to design elegant and

simple experiences and services

Power the customer experience by optimizing

technology and scaling as needed

ABOVE-SURFACE ACTION DIFFERENTIATESIN WAYS THAT TECH OR BUSINESS CASE INNOVATION DOESN’T ANYMORE

OUR EXPERIENCE SAYS SO

ACCENTURE TECH VISION 2016

Mobile Commerce

800% increase in mobile app usage – fastest

growth across industries. App rating improved

from 1 star to 4 ½ stars.

Re-invented Phone Bill

70% of customers took the digital bill into use.

Of those, 50% stopped calling service center

each month.

Mobile Banking

From 0.89% of transactions on mobile to 35%

of transactions on mobile, in three years. 375M+ annual

transactions on mobile.

EXAMPLES OF GROWTH AND EFFICIENCY

32

THE MARKET SAYS PEOPLE-CENTRICITY WINS

The Age of the Customer

Empowered customers are shaping business strategy. Simply put,

customers expect consistent and high-value in-person and digital

experiences. They don't care if building these experiences is hard.

- Forrester

Design in Tech Matters

Experience matters a lot because we experience digital products a lot.

- John Maeda, KCBP

Customer Service Differentiation

89% of companies believe customer services will be the primary basis

for competition by 2016 vs. 36% four years ago.

- Gartner

Design-driven companies have shown a

10-year shareholder return of 219% over

that of the S&P 500 index from 2004-

2015.

- DMI

Customer-Centricity drives value

33

WHY PEOPLE-LED?

Liquid expectations changes everything

It’s cheaper, quicker and easier to build a in the digital age

Sustainable differentiation is only possible through a unique experience

The business evidence is now compelling – this is the route to go.



3. THE IMPLICATIONS


FLIP THE THINKING!

THINGS

FROM

If door is unlocked, send message to alert owner

If there is smoke, then notify my phone.

Use mobile phone app to turn on/off lights in the home.

PEOPLE

TO

Only alert owner if someone else walked through the door and they’re not home

My kids are safe, the stove is now off, and the nanny opened the window.

Use wall switches or motion detectors to control lights.

CUSTOMER LOYALTY

BEING LOYAL TO CUSTOMERS

TOFROM

EMPOWERING THEM WITH

DIGITAL

REPLACING EMPLOYEES WITH

DIGITAL

FROM TO

TRANSACTION SERVICE

TOFROM

OPTIMIZING IN SILOS

DESIGNING FORCONVERSATIONS

TOFROM

MLP*MVP

*MINIMUM LOVABLE PRODUCT

DELIGHTFUL

VALUABLE

USABLE

FEASIBLE

TOFROM

IMPLICATIONS FOR YOU

We need to flip our thinking from focusing on things to

focusing on people. Rather than customer loyalty, how to be loyal to

customers. From removing employees to empowering them. From

minimum viable to minimum lovable.

On the surface we see technology as the driving force,

but it is really humans who are at the heart of digital.

Human capital + digital is the killer combo (it’s not either/or).

THANK YOU

Ben Morgan | [email protected] | 021 659 860

mailto:[email protected]

DIGITAL TRANSFORMATION STEPS

1. Digitize existing processes end experiences

2. Let machines do things that are easy to automate

3. Use digital to enable your workforce

4. Use digital to create new propositions and new value

Always: Start and end with people and their needs –customers, employees, citizens, patients, decision makers

Accenture Interactive - Living Services

Technology

Transcript of Accenture Interactive - Living Services