Customer Insight

• Putyourcustomerattheheartofyourbusiness.

• Gobeyondbroadsegmentsandpersonastoidentifyfocused‘micro-segments’.

• Createcampaignsandmerchandisingpreciselytargetedtoyourbestcustomers.

• Understandthebigpictureandthefinedetail.

• Getclearanswerstocomplexquestions.

• Movetothecuttingedgeofcustomerstrategy.

• Achievemore,biggerandbetterbasketsovertime.

• Increaseyourcompany’sNetOperatingProfit.

Becomingacustomer–infusedcompany.

Expectedbenefits

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AnewlevelofsuccessforaU.S.pharmacyretailer ThisretailerhasthelargestcustomerloyaltyprogramintheUnitedStates,withover65millionmembers.Thecompanywasalreadyusingsophisticatedtoolsforcustomer-focusedmarketing,butaskedusforhelptoimprovetheefficiencyandeffectivenessofitspromotions.

One campaign powered by our new analytics drove an incremental sales increase of more than $100,000. Another achieved over 100 percent ROI, by generating a 27 percent response rate.

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TurningdataintoinsightforaleadingglobalretailerThisretailerwashavingtroubleharnessingitsvastcustomerandtransactiondata,andaskedustohelpprovidedeepinsightsintocustomerbehavior.TheAccentureCustomerInsightengineenabledthecompany’smerchantsandmarketersto‘flipaswitch’andopenupahugerepositoryofkeycustomerdata.

Thishelpedthemincreasesales,improvethetransparencyofmarketinginvestmentsandmakedecisionstodrivecustomerloyaltyandgrowth.

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Casestudies.

Identifyyourmostvaluablecustomers.Givethemwhattheywant.

Weallknowit’sanythingbut.

• Whoareyourmostvaluablecustomers?• Whataretheybuying—andwhy?• Whichofthegrowingarrayofchannelsandoptionsdotheyuse?

• Whichcampaignswilltheyrespondtobest?• Whichmerchandisingstrategiesaremostlikelytoaddvaluetothemostbaskets?

Simple,right?

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AccentureCustomerInsightisanintuitivebusinessintelligencesolutionthatprovidesnewinsightintocustomerdata.Itdoesn’tjusttellyouwhatyourcustomersaredoing,italsoprovidescriticalinsightintohowyoucanhelpoptimizeyourmarketingandmerchandisingaroundtheirneeds.

Uniquely,oursolutiongoesbeyondbroadsegmentsandpersonas,enablingyoutocreatehighlyrefined‘micro-segments’ofcustomers,products,locationsandpromotions.Thesystemtranslateshugevolumesofpoint-of-sale,customerloyaltyandbehaviordataintoclearinsights.Insightsthatcantransformyourmarketingandmerchandising.

Yourcustomer:thecenterofa360-degreepicture.

Thegoalsofallcustomer-infusedcompaniesarethesame:

• Greatershareofhouseholdsandcustomers• Greatershareoftripsandtransactions• Greatershareofneedsandrequirements• More,biggerandbetterbasketsovertime

Butthemarketischangingeveryday.

Linearshoppingisdead.There’sabewilderingarrayofchannels,touchpointsandtactics.Andcustomersgeneratemoredatathanever.

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Today’stacticshavetofocusonthecustomer.Youneedtoharnesseveryscrapofdatatocreatea360-degreepictureofyourcustomerbase,andthencreate‘micro-segments’tohelpidentifythebestcustomerstotarget.

Thisiswhatwecalla‘customer-infused’company.Peoplewillchooseyoumoreoften,becauseyourmarketing,merchandisingandoperationsareinfusedwithanunderstandingofcustomers’needs,behaviorsandattitudes.Youtakeyourcorevaluepropositionandmakeitrelevantforeachshopper.Whichhelpsyoudevelopamorevaluablecustomerbase,deliveringstrongerrevenueandprofit.

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Thejourneytobecomingacustomer-infusedcompany.

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Basedontheuniquelydetailed,holisticinsightprovidedbythissolution,youcanhelpimprovetheperformanceofspecialoffers,drivelargerbaskets,increasecustomervisitsandimproveloyalty.

Ourhighlyexperiencedstrategicandanalyticspecialistscanworkwithyoutohelptranslateyournewcustomerknowledgeintorelevant,effectivepromotionsandtactics.

Usingthe‘bestpractices’ofcustomer-centricmarketing,we’llhelpyoumaximizethevalueofeverycustomerrelationshipprocessedbythesolution.

Withyourcustomerspreciselyprofiled,youcanintegratestrategicinitiativeswithyourcustomer,locationandproductplans.Youcancreatehighlytargetedtacticsthatsurroundkeycustomersegmentswithaholisticshoppingexperiencetailoredexactlytotheirneeds.

AccentureCustomerInsightenablesyoutointegratecustomerinsightsintoalmostanyformofmarketingorpromotionsmaterial.

AccentureCustomerInsightprovidesaholistic,360-degreepictureofyourcustomers:theirneedsandwants,behaviorsandattitudes.

Itsupportsyourabilitytomakethecriticalconnectionsbetweencustomers,locations,productsandpromotions,revealinghoweachimpactstheothers.

Basedonthecharacteristicsyoudefine,thesolutiontakesyoubeyondbasicsegmentation,personasandlistpullstocreatehighlyrefinedgroupsof‘micro-segments.’

Findthevalue

Minethevalue

Convertthevalue

ReportingThesoftwarewillgeneratealmostanyreportyouneed,revealingexactlywhatcustomersarebuyingandhowthey’rebehaving.Combineproductandcustomerviewsforclosebasketanalysis,andmeasuretheimpactofmarketingandmerchandisingstrategies.Theresultsareshowninclear,accessibleandnon-technicalform.

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The software.

RevealingThesolution’sdashboardsturnthemassofdataoncustomers,products,locationsandpromotionsintoaclear,birds-eyeviewofthekeymetrics.Youcanspottrends,identifyareasthatneedmoreanalysis,visualizeperformanceandactswiftlytohelpimproveresults.It’salsoeasytosharevaluableinformationwithcolleaguesbothwithinandoutsidethebusiness.

SegmentingGroupyourcustomers,productsorlocationsintosegmentsusinganyofthecharacteristicsinthedata.Useourpre-set‘outofthebox’segmentationtemplates,orcreatebespokesegmentsbasedonyourstrategy.Createnewsegmentsandkeepthemupdated.Runreportsbysegment,applyingamagnifyingglasstoyourperformance.

SupportingAccentureCustomerInsightisaself-servicesystem,butyou’renotonyourown.Ourexperiencedspecialistswillhelpgetyousetup,runpilotprojectsandprovidefulltraining.Orwhynotletusmanagetheentiresolutionforyou,endtoend?Withdeepindustryexperienceandknowledgeof‘bestpractices’,wecanhelpthesolutiontodelivervalue,quickly.

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Customer-infusedinitiatives

The(typical)bottomline.

NOPAT Operatingcost

Revenues +0.5%to3.5%

+0.5%to2.5%

(0.5%to1%)

+3%

+27%to72%

10x

Investedcapital

ChangeinNOPAT

TypicalROIperinitiative

Inventoryturns

Grossmargins

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Return on investment

capital

UsingAccentureCustomerInsight,youcanhelpgrowyourbaseofvaluablecustomers,thenumberoftrips,thesizeandvalueoftheirbasketsandyourshareoftheirneedsandrequirements.Andthatcandeliverconsiderablevaluetobothyourtoplineandbottomline.

A typical customer-infused initiative using our solution returns 10 times the value of your investment.

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Find out more.

Babak Ghafouri — Global: babak.ghafouri@accenture.com+17039474483

Brandon Young — North America:brandon.r.young@accenture.com+16786575866

Christine Removille — Europe:christine.removille@accenture.com+33153235245

Patricio De Matteis — APAC:patricio.de.matteis@accenture.com+6564107007Jose A. Goncalves — Latin America:jose.a.goncalves@accenture.com+551151882882

Youcanseeademoversionofthissolutionandfinddetailsofallourmarketingsoftwaresolutionsatwww.accenture.com/interactive-software

Accenture Customer InsightispartofAccentureInteractive.AccentureInteractiveoffersacomprehensivesuiteofcontemporarymarketingservicesandsoftwaretoCMOsandbrandleaderstodriveupmarketingperformance,drivedownthecostperinteractionandcreaterelevantconsumerexperiencesonamassivescale.Byfusingconsumeranalytics,technologyplatforms,andworld-classmarketingtalent,wehelptheworld’sleadingbrandsunderstandthebigpictureandthefinedetail,andenablecampaignstargetedatthemostprofitablesegments.

About AccentureAccentureisaglobalmanagementconsulting,technologyservicesandoutsourcingcompany,withmorethan244,000peopleservingclientsinmorethan120countries.Combiningunparalleledexperience,comprehensivecapabilitiesacrossallindustriesandbusinessfunctions,andextensiveresearchontheworld’smostsuccessfulcompanies,Accenturecollaborateswithclientstohelpthembecomehigh-performancebusinessesandgovernments.ThecompanygeneratednetrevenuesofUS$25.5billionforthefiscalyearendedAug.31,2011.Itshomepageiswww.accenture.com

Copyright©2011AccentureAllrightsreserved.Accenture,itsSignature,andHighPerformanceDeliveredaretrademarksofAccenture.

Let’stalk.Thisintroductiononlyscratchesthesurface.

We’dlovetotalkwithyouabouthowAccentureCustomerInsightcantransformyourbusiness.