Personalization @ Scale
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Personalization @ Scale
Personalization@ ScaleDRIVING GROWTH & LOYALTYWITH EVERY CUSTOMER
LETS TALK ABOUT WHY, AND WHAT IT TAKES TO SUCCESSFULLY PERSONALIZE AT SCALEDELIVER ONE-TO-ONE EXPERIENCES TAILOR YOUR CUSTOMERS JOURNEY ACROSS CHANNELS
INCREASE RESPONSE RATES, SPEND, LOYALTYTHE REALITY IS THAT ITS TRUE BUT MOST WHOVE INVESTED ARE NOT SEEING THE RETURNS THEYD HOPED
Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |2Youve probably heard this story before
Source: Advance to Next-Generation Personalization Forrester Research, Inc., January 13, 2014To succeed in todays 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.Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |3Why Personalization?
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. Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |4Why Personalization?
OK BUT WHY?Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |5Why Personalization?
Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |6Why Personalization?TOO MUCH CHOICEFrom 50,000 products in 100,000 sq. ft. stores to 10 million products on a 4 screenHow do I know Im choosing the best product?Could I get a better deal elsewhere?Choice can be paralyzingNOT ENOUGH TIMEUltra-competitive workplace, overscheduled families, always connected
TOO MUCH CONTENTSolicitations, offers, promotions, social streamsProduct sites, third-party research, news, reviews, ratings, blogs
Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |7HOW DO most COMPANIES RESPOND?Why Personalization?Deliver more contentDeliver tailored contentPresent only as many choices as relevant andPresent as many choices as possible andOrchestrated and optimized for channel, recipient and journeyTo every customer through all channels1234567891011121314
Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |8STRATEGICALLYPersonalization is a survival issueWhy Personalization?Millennials and other digital natives expect personalized experiences from all brands they interact withDEMOGRAPHICS REQUIRE ITCOMPANY EFFICIENCY ISNT 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 experiencesOrganizations 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 PersonalizationDYNAMICALLY 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
Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |10PERSONALIZATION ISDefining PersonalizationDATA-BASEDDYNAMICSEAMLESSUNIQUEIN CONTEXTBuilt on actual information about individualsAdapting content to changing consumer attributes, behavior, and context Unified across time, location and touchpoints Content and options tailored to individuals intentAppropriate 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 everyoneDisconnected across channel or department Generic personal touches, like exclusively for smart consumers like youData-blind events, such as requests to review a product customer returnedPERSONALIZATION IS NOT
Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |11ACCENTURE 4R PERSONALIZATION FRAMEWORKDefining Personalization
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 customers 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 AdvertisersConsumers 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%
BELIEFSRESULTSA 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 |13Three Primary Challenges to ScaleKey ChallengesOrchestration of the various technologies, including DMPs, recommendation engines, optimization tools, digital analytics platforms, and rules engines to curate a seamless personalized experienceScaling up the necessary talent with the right skills and culture to enable personalization @ scale across all customer interaction pointsOperationalizing the capabilities with the necessary operating models, processes, and governance to embed personalization across all campaigns & digital experiencesOrchestrateORGANIZEOPERATIONalize123
Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |14HAVE YOU IMPLEMENTEDAny personalization technologies? Which types or vendors?Defining PersonalizationWHAT RESULTShave you seen?WHAT CHALLENGEShave you encountered?
IN WHICH CHANNELSand on what scale?
Copyright 2016 Accenture. All rights reserved. Accenture Confidential Information |15Where is your organization today?Accenture Personalization Maturity ModelMINIMAL PERSONALIZATIONSELECTIVE PERSONALIZATIONSTAGE 1STAGE 2STAGE 4STAGE 5STAGE 3MANAGEDPERSONALIZATIONOMNI-CHANNEL PERSONALIZATIONENTERPRISE DIGITAL AGILITYJOURNEY TO DIGITAL PERSONALIZATIONJOURNEY TO DIGITAL AGILITY
PERSONALIZATION AT SCALE
Jeriad Zoghby, PhDManaging Director Global LeadPersonalizationAccenture Interactivejeriad.email@example.com@jeriad
Scott Tieman Managing DirectorNorth America Lead PersonalizationAccenture Interactivescott.firstname.lastname@example.org@Scott_Tieman
Learn MoreFor more information on Accenture Personalization services, please contact:
Xavier CiminoManaging DirectorEALA LeadPersonalizationAccenture Interactivexavier.email@example.com
Irwin LimManaging DirectorAPAC LeadPersonalizationAccenture Interactiveirwin.firstname.lastname@example.org
About Accenture InteractiveAccenture Interactive, part of Accenture Digital, helps the worlds 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 functionsunderpinned by the worlds largest delivery networkAccenture 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.
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