Perfect Consumer Engagement. Delighting consumers through dynamic digital capabilities delivered as an end-to-end service

Transcription

1 Perfect Consumer Engagement Delighting consumers through dynamic digital capabilities delivered as an end-to-end service

2 Enduring Consumer Relevance. At Scale. The consumer population is growing at rapid-fire pace, and across developed and emerging markets. The advent of digital and social channels have created new opportunities to connect directly with these consumers but it has also opened the door to consumers expecting more from brands. Today s digital consumer shops online, learns online, tracks health online and offers opinions online. Their online presence is ubiquitous, and they know that consumer companies are hot on their trail, keeping data about individual buying behaviors and patterns. Consumer relevance is king for these always-on shoppers. They expect businesses to use their data to provide relevant promotions, consumer service that picks up where the last interaction left off, and offers that are tailored to local tastes. If businesses don t deliver, just one negative interaction can have a rippling effect that damages a brand before the company is even aware of a problem. How can companies economically deliver on the rising demand and diverse needs of consumers around the world? Enterprises need to change their perspective and possibly realign their operations to seize the opportunities of this new market, where consumer relevance is king. 2

3 Accenture Perfect Consumer Engagement This end-to-end service, with underlying technology from salesforce.com, stitches together back-end ecommerce, consumer interaction applications and reporting functions and connects them to a consumer database. Analytic insights can then be seamlessly shared across technologies and used to deliver a digitally enabled, multi-channel experience that drives brand awareness, attracts new customers and wins loyalty. Deliver a Different Consumer Experience Deliver seamless and relevant consumer experiences across all touch points (devices and channels) all day, every day globally and locally. Reorganize to become consumer centric focused on individuals. Work horizontally across silos including sales, marketing, service, supply chain and technology become an extended enterprise. Achieve a greater flexibility to cope with different market archetypes and needs. Access and grow new emerging digital skills. Figure 1: To address today s challenges, CPG companies need to deliver a multi-channel experience Social f Call Center Digital Content Management Knowledge Base Consumer Engagement Center Kiosk Consumer DB Analytics Web/Portal ecommerce ecommerce Web Cross-channel Campaign Social Engagement Couponing & Loyalty Mobility Retailer Chat Mobile Channels Digital Capabilities 3

4 How does it all come together? Deliver dynamic digital capabilities as a service to delight consumers. Accenture strategic consultants help clients design consumer experience journeys to meet their specific business goals. We can complete the puzzle of consumer engagement, connecting enabling technologies to one another and the consumer data source and complementing existing components to fill any gaps. Our BPO professionals then manage the processes as end-to-end services, freeing up the CPG professionals for more strategic and differentiating capabilities. Figure 3: Accenture Perfect Consumer Engagement delivered as a service E2E Consumer Experience Journeys as a Service (Outcome-based) Multi-channel Journey Designs Interaction Management Services Web Services Consumer Contact Center Service C Social Med Core Services Campaign Services Digital Content Management Services Knowledge Base Lead Gen f Analytics Services Consumer DB Services (Big Data) Consume Supporting Services Compliance / Legal Services Operating Models Change Management Performance Audit Consumer Engagement Process Library Consists of: SaaS Pre-configured assets Partnership with vendors Analytics as a service Consulting/outsourcing 4

5 Key Service and Technology Components Accenture Perfect Consumer Engagement is an integrated set of end-to-end services and solutions that bring together strategy, technology, analytics and marketing operations to drive consumer relevance and ROI at scale for clients. omponents Technology Components ia Services ecommerce Mobile Services eration Couponing Services eretailer Services Search Marketing Services r Insight Marketing Analytics Infrastructure Services Operating Model Integration Services Pricing: Per user per month Transaction based Value based 5

6 Focus on E2E Consumer Experience Journeys as a Service Consumer journeys, delivered as an end-to-end service, can get your business to outcomes, including reduced operating costs, increased revenue and an enhanced consumer experience. Managing this process as a service and institutionalizing the integration also lowers your cost of entry, increases speed to capability and enables exponential scale. These six consumer journeys enable improved consumer engagement. We can also design journeys ad hoc or support journeys that already exist in your business. Figure 4: Consumer journeys Acquire new consumers Unknown > Qualified Turning non-registered into qualified consumers to sell or upsell and serve better. Develop brand advocates Qualified > Advocate Identify brand advocates to drive ratings and reviews while building loyalty. Increase consumer satisfaction Complaint > Upsell Increase consumer satisfaction score by delivering an additional value. Drive direct-to-consumer sales Trialist > Repeat Deliver personalized consumer experience to increase usage, regimen or purchase frequency. Leverage consumer innovation Insight > Innovation Understanding multi-channel trends to drive product innovation. Increase sales through eretailers Consider > Trial Deliver seamless experience to consumers across touch points to increase sales at retailers. 6

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8 Focus on Technology Components Integration is one of our key strengths and we connect enabling technologies that fuse multiple enablers of success. Whether we integrate the technologies you already have, or we fill the gaps where you are missing technologies, we connect it all to a consumer database to deliver consistent, accurate, real-time information that can you can act on with agility. Figure 5: Accenture Perfect Consumer Engagement technology components Consumer Service Center Call center Workflow Case management/sr Live agent Case classification Chargeback portal Consumer survey Response management ing/FAX/SMS Crisis/issue management Templates Order management Usability console Asset management Call script Opt IN/Opt OUT CTI Guided service Production and Digital Content Management Content repository Digital asset management Workflow and approval Multi-channel delivery Knowledge Base Search FAQ Knowledge catalog Integration with external KB Cross-channel Campaign Campaign planning Campaign segmentation Operational reporting Dynamic content and content repository Campaign execution including , mobile (SMS), social and web Campaign monitoring Newsletter Survey Event management (inviting, sending and gathering feedback) Workflow Couponing and Loyalty ecouponing engine Voucher management Loyalty programs 8

9 In addition to offering our own robust suite of software-based solutions, clients benefit from our alliance relationships with technology leaders as well as key industry-specific software providers. With more than 80 alliances, we are the largest systems integrator in revenue for SAP, Microsoft and Oracle. We are working with several technology partners to provide this offering for clients. For example, we are collaborating with Salesforce.com to provide the underlying CRM and social collaboration technologies that support Accenture Perfect Consumer Engagement. Consumer Data Management Opt IN/Opt OUT Data quality Consumer profiling Deduplication and cleansing Master data Identity manager (SSO) Security/privacy Analytics Platform Segmentation Dashboard Reporting KPI/metrics Fraud detection ROI Blacklist Marketing analytics Performance management Web/Portal Public portal BTL Mobile site Authenticated portal Rating and review Web personalization Web analytics Consumer self service Communities (partners and consumers) ecommerce Product catalog Order management ERP integration Portal/web integration Web analytics Product and content recommendation engine Guided selling Mobility Consumer apps development Consumer apps distribution Apps integration layer Social Engagement Listening Communities (partners and consumers) Sentiment Social integration layer Social posting/ Gamification publishing 9

10 The Accenture Advantage Accenture has a strong technology heritage, a passion for innovation, an eye for analysis, global scale and deep knowledge in all aspects of business and customer relationship management. We blend our consulting, technology and outsourcing experience and know-how to manage a truly endto-end service that draws from the capabilities and expertise of the following practices: Accenture Interactive Accenture Interactive helps businesses grow in entirely new ways. From marketing strategy, analytics and consumer experience to campaign and content management and ecommerce, we help companies drive revenues, increase efficiencies and reduce costs. In addition to our own capabilities, we have acquired companies such as Acquity, avventa Worldwide and Fjord which strengthen our offerings in ecommerce, content and campaign management, and creative digital design. Accenture Analytics The ability to gain insights from your data is critical it lets you make faster and smarter decisions as you tackle your most complex business issues. Accenture Analytics uses its experience, offerings and solutions to reduce risk and speed time to value, helping companies gain insights and compete on analytics across any business function in any industry or geography. We offer a full spectrum of services, from point solutions to end-to-end integration to outsourcing of key business processes that help companies outperform in these fast-changing times. Accenture Mobility Mobility can help companies connect with customers but also employees, businesses and machines on web-enabled devices of every kind. Accenture Mobility solutions include consulting, software services, managed services and enterprise integration services all of which can be delivered globally at scale in any market to increase productivity, enhance collaboration and drive more transactions. Accenture Software Accenture Software represents our unmatched combination of software, industry, process and technology expertise. We develop industryfocused, software-based solutions to help organizations meet their business goals, all while reducing implementation time and risk. For example, Accenture Customer Insight is a solution that integrates our customer analytics, technologies, data processes and services to help companies increase sales and loyalty by building marketing and merchandising strategies based on deep customer knowledge. 10

11 Digital Services Make a Difference Accenture Perfect Consumer Engagement helps you: Leverage emerging digital capabilities Have global scale with local relevance Focus on individuals Appeal to market archetypes Work horizontally across sales, marketing, service, supply chain and technology silos Use economy and flexibility of scale to make relevance affordable and effective at every moment of truth, every time Figure 2: Range of Business Benefits Engagement 640 percent increase in consumer engagement in one month percent increased satisfaction with online communities 2 Increased revenue 27 percent ecoupon redemption rate 3 $10M net benefits from new community credit card 4 Innovation 166,000+ new product and expereience ideas 5 2,000+ successful arrangements with innovation partners 6 Reduced cost 12 percent of calls shifted to social 8x cheaper 7 30 percent reduction in contacts with peer-to-peer support 8 Crisis management Responding to 10 percent fall in share price = -$180M 9 Responding to 1.2M viewings of negative YouTube videos Accenure credential for P&G 2, 4, 5, 8, 9. Most of the data are quoted in the book Delivering Effective Social Customer Service by Carolyn Blunt and Martin Hill Wilson 3. Accenture credential for P&G 6. Starbucks website 7. P&G website 8. Nestle-based on information found through Google 11

12 For more information on Accenture Perfect Consumer Engagement, please contact: Koen Van Bockstaele Global Lead, Commercial Services for Consumer Goods Silvano Perrotta PCE Operations Lead About Accenture Accenture is a global management consulting, technology services and outsourcing company, with approximately 289,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$28.6 billion for the fiscal year ended Aug. 31, Its home page is Bernie Segal PCE Global Lead bernie.segal@accenture.com Matthew DeNicola PCE North America Lead matthew.b.denicola@accenture.com Alessandro Diana PCE EALA Lead alessandro.diana@accenture.com Mac Karlekar mac.karlekar@accenture.com PCE Product Lead +44 (0) Copyright 2014 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.