iStrategy 2012, Melbourne: Customer relevance - the next frontier for competitiv…

Copyright © 2012 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

Relevance, scale & speed

Jason Juma-‐Ross @ideasoc

A brief history of customer relevance

2 NB: Illustrative only Copyright © 2012 Accenture All Rights Reserved.

Re

leva

nc

e +

Traditional Markets Industrialization

Manufacturing

Supply chain

Mass media

Web

Data & analytics

Prosumer

Relevance

?

Mobile

Eff

icie

ncy

+

Relevance works

3 Copyright © 2012 Accenture All Rights Reserved.

50%

66%

79%

52%

17%

31%

18%

-10%

10%

30%

50%

70%

90%

Per

cent

age

Impr

ovem

ent v

s. B

ase

Projects

Improvement in Conversion Rates Net Revenue Improvement

Net Rev. +18%

Orders +7%

-10%

10%

30%

50%

70%

90%

Example Project

Source: Accenture projects in the APAC region executed between 2005-2010

Business outcomes vary enormously

Sales Service Stuff….

Operator X Average Top Performer



Mobile postpaid sales on-line Mobile postpaid self-service customers Service attach rate

35%

14%

1% 3%

22%

55%

12% 9%

23%

Web sales capability in place

Web adoption low, SAC/SRCs remain high

Product complexity increasing

Web adoption low PTS market rapidly evolving

Service attach rates growing

But not fast enough

4 Source: Accenture project database Copyright © 2012 Accenture All Rights Reserved.

Barriers to delivering relevance

•  The knowing-‐doing gap •  The technology gap •  The culture gap



What we say… What we do… Unrealised potential

5 segments Dynamic, granular or one-to-one

segments optimised for outcomes

Personalisation drives better interactions & higher conversion 1

10% on digital Higher overall ROMI and more intelligent allocations

Allocate budget to digital & interactive; less to traditional 2

Mobile app. Design an omni-channel delivery around customer touch-points

Building a multi-channel customer experience 3

Facebook page Explore social for content creation, service, sales , &

engagement We’re engaging with the user

in social media channels 4

Unstructured data pilot Reengineer legacy data strategy from the ground up

Big data is a core plank in our customer strategy 5

BI & reporting team Real-time optimisation integrated to business process

Investing in our analytics & data-driven marketing 6

The knowing-‐doing gap

The technology (& scalability) gap Our customers demand a more granular and con<nuous content and func<onality development cycle than is possible in the current paradigm


Rel

evan

ce

+

Unit Delivery Cost +

Complexity Dimensions

5 Product categories

27 Brands

6 Regions

3 Channels

5 Cust. Segments

New Paradigm

Platform based, componentised dev., flexible architecture with analytics linking content, usage, and value

Current Paradigm

Monolithic web development & digital supply chain. Analytics used primarily for reporting purposes

Current

1 Treatment

5 Treatments

135

2,430

12,150 Treatments

810

Lagging

STATIC ‘ONE-SIZE FITS ALL’ WEB SITES

SYSTEMATIC, SCIENTIFIC OPTIMISATION

Search Social Display

Personalisation (HTML)

Applications, transactional, and service platforms

Intelligence Driven (Analytics)

Leading

Core Systems (Aligned)

Foundational Components

Web Skin (HTML Layer)

Analytics (Reporting)

Search Social Display

Emerging

AGILE, INTELLIGENT DELIVERY

Customer Data Cloud

Intelligent Adaptation

Componentised Architecture


The culture gap

Internal barriers • Internal siloes • Management misalignment • Last-‐century legal structures

External barriers • Privacy expecta<ons


36

64

39

61

34

66

0 10 20 30 40 50 60 70

Companies no longer tracking my website ac<vity

Companies presen<ng me relevant offers

Which is more important to you?

UK USA Total

August 2012, n = 2,000 UK & USA online respondents. Accenture Research


INTELLIGENT DIGITAL PLATFORM

Common Services

Survey

FAQ

Help

Contact Us

Portal, Presentation & Access Template

Management Internationalization Accessibility

Site Layout Validation Services Session-State Management

Architecture Services Mediation Security Infrastructure Exception Handling

Services Audit Logging

Services Caching Services Data Access Services

Channels Web Mobile Kiosk Gaming

External Services Profile

Reverse IP Lookup

Census

Loyalty Viewpoints

Submit Code

Commerce Buy it Now

Customer Profile Registration

Profile

Account Profile Data Integration

Advanced Profiling

Social Media

Wiki Chat

Blog Ratings / Review

Social Network Integration Viral Marketing

Referrals

Consumer Data Services

Product Catalog Specifications

Ratings / Reviews

Schema

Catalog Management

Syndication Non-Advertising Site Advertising

Commerce Order Management

Order Capture

Payment 3rd Party Commerce

Integration

Marketing Campaign

Management Trigger Marketing Lead Management Email Marketing

Content CDN

Digital Optimization Layer Profile Enzgine ADO Rendering Rules Intelligent Meta-Data Website Plug-in

Reporting Advanced Profiling Email Plug-in Search Plug-in Mobile Plug-in

Syndication Plug-in Display Advertising

Plug-in

Analytics Campaign Analytics Email Analytics Search Analytics Offline Attribution

Analytics Video Analytics Integrated Digital

Analytics MMM Integration Shopping Analytics Web Analytics Display Advertising

Optimization Analytics

Advertising Display Advertising

Management

Mobile Advertising Paid Search Management

Search Basic

Advanced

Faceted

Content Management Web Workflow Aggregation Corporate Dictionary

Meta-data Management Translation Campaign Asset

Management Localization Authoring Publishing

Product Guides

Life Tools

Marketing Dashboard Digital Exp Dashboard Cross Channel Publishing Center

NB: for illustrative purposes only


Customer Segments

Customer Interface

Presentation Tier

Business Tier

Data & Analytics

Content & Services Templates Actions > > >

Security & Standards

High level solution design for intelligent digital

①  Put the customer at the centre of design

②  Use analytics to continuously optimise for business and customer outcomes

③  Deliver a tiered, secure, architecture capable of adapting and scaling to changing needs

④  Surface the right, device-appropriate content for each user

⑤  Utilise native or third party 'widgets' as components driving the user experience

⑥  Deploy complementary assets to drive integrated customer communications

⑦  Monitor site integrity and optimise for search, social and mobile customers

⑧  Deploy experienced on-site teams to design and manage design and delivery

⑨  Leverage efficiencies of an offshore, virtualisation, & cloud services

⑩  Adopt an 80/20 approach to innovation

Ten non negotiables for intelligent digital

Broadcast Paradigm

1960 1980

Demog. Segment

Simple Offer

Single Channel

Uniform Campaign

Hindsight based business

Population Dem

and

Pro

file Campaign

Intent Paradigm

2000 2020

Intent Segments

MultipleOffers

Local Mobile Social Search

Web eDM/DM

IPTV, etc

Fragmented Channels

Campaign Relevance

Relevance, scale, & speed B

undl

e

Population Dem

and

Pro

file Campaigns


Relevance = business de-‐averaged

Thank you Jason Juma-‐Ross Regional Managing Director Accenture InteracDve jason.juma-‐[email protected] @ideasoc


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