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The Communications Industry faces a major shift in customer expectations, driven by customers’ experiences with major over-the-top (OTT) digital companies and the emergence of a new, non-stop customer model. Today’s customers are seeking:
A single brand across multiple touch points, with consistency across every channel.
True omni-channel treatment, reflecting knowledge of customers’ previous interactions, history of purchases and interests over time.
A deeper relationship that goes beyond transactions to support customers in their lifestyles and daily digital routines.
Accenture Digital Customer Interaction Services helps companies deliver on today’s customer expectations—interacting with customers in a personalized, relevant and engaging way that provides an improved customer experience while making increased use of digital channels, lowering companies’ cost of customer acquisition and enabling increased sales conversion and ARPU.
Just as importantly, Accenture Digital Customer Interaction Services builds seamless bridges between the online and offline interactions in the agent-assisted channels, including call centers, retail and field technicians to enable the single brand experience.
Accenture Digital Customer Interaction Services has delivered multiple benefits to communications companies seeking to optimize their customer interactions. It can:
Double online sales conversion and increase online sales revenues by 70 percent
Increase cross-sell by over 50 percent and corresponding ARPU by 15 percent
Reduce OPEX by deflecting inbound calls by 30 percent, live chat by 80 percent and emails by more than 80 percent
Achieve 88 percent issue resolution through online channels through the use of automation and artificial intelligence
We deliver Digital Customer Interaction Services through a service arrangement in which Accenture operates as an extension of the client’s organization, focused on delivering outcomes. We scale services up or down to accommodate clients’ needs, giving them the flexibility and agility to gain speed to market—powering sales and margins, while also lowering the cost of entry.
Accenture Digital Customer Interaction Services is a set of end-to-end services that synergistically work together to help drive personalization, relevance and seamlessness at scale across all customer interactions, for both acquisition and service. We do this with a proven set of solutions, offered as a service in a risk-sharing, outcome-based commercial model:
Digital Interactions Services: Provides online, mobile, social and retail channel enablers to interact with customers for marketing, sales and service
Marketing and Traffic Generation Services: Includes digital campaign design and execution for target marketing, coupled with SEO and SEM to drive traffic to the online channels
Sales Optimization: Online personalization and real-time contextual recommendations to increase sales conversion
Smart Service: Intelligent self-service, agent-assisted and field support interactions focused on optimizing the customer and employee experience
Analytics: Customer, channel, campaign and social intelligence for contextual and personalized interactions
Content Management: Industrialized digital asset production and management for web page personalization
An Overview of Accenture Digital Customer Interaction Services
Digital Interactions enables all the channels companies use to interact with customers for marketing, sales and service, including web portal, mobile apps and social media, and is integrated with a robust eCommerce capability to support seamless purchases.
Digital Interactions leverages a common view of customer data, including the customer, product, business rules and process, to enable consistent, seamless and personalized experiences for customers across all channels. This interaction platform is an OTT service that interfaces with existing core client systems in a way that minimizes impact and changes in the legacy systems. Data caching from the system’s information layer enables a quick response time. And all channels, both digital and agent-assisted, are integrated through a common view of the customer, product, business rules and business processes to provide customers with a consistent omni-channel experience, while also providing companies with a consistent view of their customers.
Benefits include increased online interactions and sales conversions, higher customer satisfaction and loyalty, and reduced cost for acquisitions and customer operations.
Marketing & Traffic Generation helps grow traffic to online properties through the use of cost-effective digital marketing and unified outbound and inbound campaign management. The service effectively utilizes a combination of SEO and SEM to increase online traffic cost effectively. Analytics are leveraged for micro-segmentation in order to shape targeted offerings and promotions at speed. The service also enables the effective coordination of the new offerings with finance, IT, sales and care for quick approvals of the business case, configuration of the offerings in the systems, and orchestration across the customer operations to deploy the new offers and promotions quickly. Meanwhile, the unified marketing services provide integrated marketing across all channels to deliver intelligent and coordinated communications across all inbound and outbound channels, from the contact center, retail store and web, to email, social media and mobile channels.
Benefits of this service include increased online sales, lower transactional costs and improved customer experience.
Addressing the growing challenge of converting traffic to sales, Sales Optimization delivers personalized, relevant interactions geared to a given customer segment and set of behaviors. It includes web page personalization for a specific geography, language, customer segment or product search, so that customers are able to quickly access the offers that are relevant to them. Customers are presented with product recommendations tailored to their profile, products, usage, and context based on popularity of the product by similar customers. Sales Optimization also provides for seamless transition between agent-assisted and unassisted channels through optimized click-to-call and click-to-chat capabilities.
Benefits of Sales Optimization include increased sales conversion, improved cross-selling/up-selling performance, optimized marketing costs, enhanced customer experience and reduced churn.
Today’s companies are finding it necessary to make the smartest possible use of both digital and human agents. Smart Service supports intelligent self-service, agent-assisted and field support interactions by optimizing the customer and employee experience. It delivers a superior service experience by equipping the field force with mobility tools, leveraging next-generation interactive voice response (IVR) systems and enhancing self-service online channels through Artificial Intelligence (AI) capabilities.
Smart Service works in many ways to enhance the effectiveness of both digital and human agents—leveraging agent interactions to make digital interactions more efficient and vice versa. For example, the service uses the digital agent as a front door to all human chat sessions, addressing all the simple questions, and enabling the human agents to focus on the more complex questions. When the human agents take over the discussion thread, they can mark the discussion for continuous learning, and use it to enhance the knowledge base for future Digital Agent responses.
Smart Service also addresses the issue of agent turnover by empowering the workforce to perform. It does this by equipping employees with the tools, processes and information required to build long-lasting customer relationships. Smart Service also equips field techs to provide the ultimate front-line interaction and representation of the brand through access to information that will allow them to do their job more efficiently and have more meaningful conversations with the customer. From an operations perspective, Smart Services enables pooled WFM that engages business and operational management to build forecasts in conjunction with planned business events; monitor intra-day performance; manage scheduling, compliance and exceptions; and address escalations.
This service has shown the ability to reduce calls to a call center by 30 percent and to achieve an 88 percent success rate in answering questions. Overall benefits include lower operational costs, improved customer experience and incremental sales.
Web page personalization is becoming increasingly crucial in addressing the dynamic expectations of today’s non-stop customers. The Content Management services deliver digital asset production and asset management capabilities that allow for such personalization at scale. In fact, the services cover all the critical areas of the marketing value chain, including build, publish, store, reuse and trans create, while addressing all media types, including digital and video, for mobile, tablet and the web form factors.
The services’ industrialized capabilities for content production allow our clients, along with marketing strategy and branding agencies, to focus on the strategic and creative, while we can focus on the more transactional asset production and management. The low-cost digital content management capabilities of AvVenta, based in Costa Rica, enable graphics to be leveraged across multiple web pages, which can be personalized to the needs of each product, geography and customer segment.
The Content Management services allow our clients to interact with their customers with a personalized, consistent experience across all the digital channels, at speed, in a cost-effective model.
It’s clear that going forward, micro-segmentation will be critical to all aspects of digital customer interaction, from definition and marketing of the offer through sales and support. Our Analytics service harnesses customer, channel, campaign and social intelligence for contextual and personalized interactions in all these areas. It delivers an integrated, 360 degree view customer profile that encompasses customers’ account information, utilized services, browsing history, purchases, usage behavior, social likes and location information. It also analyzes customer data from all channels to improve customer journey designs, and uses micro-segmentation and propensity modeling to help create targeted campaigns.
Benefits of our Analytics capabilities include better customer lifetime value management, improved revenue opportunity identification, higher sales conversion rate, optimized cost-to-serve, differentiated customer experience and reduced churn.
Together, these services can help providers navigate today’s increasingly digital landscape for valuable customer interactions—increasing revenue and ARPU, reducing operating expenses (OPEX) and churn, and increasing customer satisfaction.
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