Personalization @ Scale

PERSONALIZATION@ SCALE

DRIVING GROWTH & LOYALTYWITH EVERY CUSTOMER

Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information |

LET’S TALK ABOUT WHY, AND WHAT IT TAKES TO SUCCESSFULLY

PERSONALIZE AT SCALE

DELIVER ONE-TO-ONE EXPERIENCES

TAILOR YOUR CUSTOMER’S JOURNEY ACROSS

CHANNELS

INCREASE RESPONSE RATES, SPEND, LOYALTY

THE REALITY IS THAT IT’S TRUE… BUT MOST WHO’VE INVESTED ARE NOT SEEING THE RETURNS THEY’D HOPED

2

YOU’VE PROBABLY HEARD THIS STORY BEFORE…

Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information |Source: “Advance to Next-Generation Personalization” Forrester Research, Inc., January 13, 2014

To succeed in today’s 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.

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.



OK… BUT WHY?


Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 6Why Personalization?

TOO MUCH CHOICE

From 50,000 products in 100,000 sq. ft. stores to 10

million products on a 4” screen

How do I know I’m choosing the best product?

Could I get a better deal elsewhere?

Choice can be paralyzing…

NOT ENOUGH TIME

Ultra-competitive workplace, overscheduled families,

always connected…

TOO MUCH CONTENTSolicitations, offers,

promotions, social streams…

Product sites, third-party research, news, reviews, ratings, blogs…

Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 7

HOW DO MOST COMPANIES RESPOND?

Why Personalization?

Deliver more content…

Deliver tailored content…

Present only as many choices as relevant and…

Present as many choices as possible and…

Orchestrated and optimized for channel, recipient and journey

To every customer through all channels

1 2 3 4 5

6 7 8 9 10

11 12 13 14 …

7 12 5 8 3

2 4 6 9

10 11 13 14 …

1

OR


STRATEGICALLYPersonalization is a survival issue

Why Personalization?

Millennials and other digital natives expect personalized experiences from all brands they interact with

DEMOGRAPHICS REQUIRE IT

COMPANY EFFICIENCY ISN’T 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 experiences

Organizations 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 Personalization

DYNAMICALLY 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

PERSONALIZATION IS…


PERSONALIZATION IS…

Defining Personalization

DATA-BASED DYNAMIC SEAMLESS UNIQUE IN CONTEXT

Built on actual information about

individuals

Adapting content to changing consumer attributes, behavior,

and context

Unified across time, location and

touchpoints

Content and options tailored to individual’s intent

Appropriate 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

everyone

Disconnected across channel or

department

Generic “personal” touches, like

“exclusively for smart consumers like you”

“Data-blind” events, such as requests to

review a product customer returned

PERSONALIZATION IS NOT…


ACCENTURE 4R PERSONALIZATION FRAMEWORK


RECOGNIZE

RECOMMEND

REMEMBER

RELEVANCE

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 customer’s 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 Advertisers

Consumers 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%

BELIEFS RESULTS

A good start, but we still have work to do…

EVERYONE IS DOING IT, NO ONE IS DOING IT WELL, BUT EFFORTS ARE ACCELERATING


THREE PRIMARY CHALLENGES TO SCALE

Key Challenges

Orchestration of the various technologies, including DMPs,

recommendation engines, optimization tools, digital analytics

platforms, and rules engines to curate a seamless personalized

experience

Scaling up the necessary talent with the right skills

and culture to enable personalization @ scale

across all customer interaction points

Operationalizing the capabilities with the necessary operating

models, processes, and governance to embed

personalization across all campaigns & digital experiences

ORCHESTRATE ORGANIZE OPERATIONALIZE

1 2 3


HAVE YOU IMPLEMENTEDAny personalization technologies? Which types or vendors?


WHAT RESULTShave you seen?

WHAT CHALLENGEShave you encountered?

IN WHICH CHANNELSand on what scale?


WHERE IS YOUR ORGANIZATION TODAY?

Accenture Personalization Maturity Model

MINIMAL PERSONALIZATION

SELECTIVE PERSONALIZATION

STAGE 1 STAGE 2 STAGE 4 STAGE 5STAGE 3

MANAGEDPERSONALIZATION

OMNI-CHANNEL PERSONALIZATION

ENTERPRISE DIGITAL AGILITY

JOURNEY TO DIGITAL PERSONALIZATION JOURNEY TO DIGITAL AGILITY

PERSONALIZATION AT SCALE

Jeriad Zoghby, PhDManaging Director Global LeadPersonalizationAccenture [email protected]

@jeriad

Scott Tieman Managing DirectorNorth America Lead PersonalizationAccenture [email protected]

@Scott_Tieman

LEARN MOREFor more information on Accenture Personalization services, please contact:

About Us

Xavier CiminoManaging DirectorEALA LeadPersonalizationAccenture [email protected]

@XCimino

Irwin LimManaging DirectorAPAC LeadPersonalizationAccenture [email protected]

mailto:[email protected]




About Accenture InteractiveAccenture Interactive, part of Accenture Digital, helps the world’s 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 functions—underpinned by the world’s largest delivery network—Accenture 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.

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This document makes reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of suchtrademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.

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