Customer Relationship Management: Services Overview

To achieve a high-performing marketing organisation, CMOs must flawlessly manage an optimised marketing operation while identifying promising opportunities from customer data, developing the most compelling and profitable offers, and engaging customers across both direct and indirect communication channels. Accenture works closely with CMOs to connect strategy to operations and integrate excellence into each of these areas.

Accenture’s deep experience—backed by a suite of sales transformation solutions and assets—builds a strong foundation for our clients’ sales organisations and fine tunes individual skills to improve sales performance.

Accenture offers a portfolio of strategic, analytical and operational service transformation solutions and services that help clients raise their performance levels and increase profitability. Our services are anchored by tested methods and tools; pre-integrated architectures and processes; and a worldwide network of resources for solution delivery and operations management.

In addition, Accenture maintains alliances with key technology providers to extend our capabilities. These providers include Microsoft, Oracle, SAP and others.

Marketing Transformation

Drive marketing operating efficiency

• Marketing operations optimisation: Optimise marketing operations to better source, manage and deliver value from marketing investments, processes, technology, resources and organisation.
  
  
• Marketing measurement optimisation: Develop and implement performance metrics and analytical decision support solutions that increase return on marketing investment.
  
  
• Trade promotion management: Enable past promotion evaluation and analysis to improve future plans.
  
  
• Merchandising and trade marketing: Use scientific methods and sophisticated analytics to identify and optimise available product assortments and portfolios to satisfy more customer needs profitably.
  
  
• Media management: Maximise media value across traditional and digital channels—for everything from media auditing to defining the right media strategy.
  
  

Identify the most profitable opportunities

• Customer data management: Provide strategy, data resources, governance models and support services to integrate customer data from multiple sources with information to support sophisticated analysis.
  
  
• Segmentation and analytics: Develop and scale actionable segmentation and insights, and rapidly integrate these insights into downstream decisions about precision targeting, loyalty, pricing customer experience and segment strategies.
  
  

Develop compelling, profitable new offers

• Market and customer strategy: Develop customer-centric strategies for market development, brand positioning, proposition development and marketing communications to help drive profitable growth and sustain competitive advantage.
  
  
• Customer-centric marketing: Translate customer strategies into meaningful, competitive customer experiences that span the customer lifecycle. Define the business, technology and operating requirements for delivering and managing these experiences. Help track and manage their impact on business performance.
  
  
• Loyalty management: Increase the loyalty of profitable customers while improving profitability and growth potential, using assets and capabilities in loyalty analytics, strategy and programme development, and execution and measurement.
  
  
• Category, product and brand management: Prioritise portfolio innovations and evolve these innovations to create market-ready product propositions. Define entry, channel and supply chain strategies and enable the organisation to deliver the innovations.
  
  
• Pricing management: Build a sustainable, comprehensive pricing capability to identify the best opportunities for generating value through pricing. Develop and implement strategies for capturing these benefits and make more effective pricing decisions throughout the sales and marketing processes.
  
  

Create engaging customer interactions in the right channels, at the right time

• Digital marketing optimisation: Establish a systematic, data-driven capability—enabled by technology, organisation and processes—for continuously improved return on digital investments.
  
  
• Campaign management and multi-channel interactions: Design and implement functional and technical capabilities to deliver multi-channel marketing dialogues and interactions that support customer acquisition, growth, retention and win-back.
  
  

Sales Transformation

Sales Strategy & Channel Management

• Sales Strategy: Leverage qualitative and quantitative assessments to guide decisions that drive differentiation, address competitive threats and maximise profitability.
  
  
• Sales Multichannel Management: Strategise, design and implement customer-focused initiatives across multiple channels, through integrated data, coordinated processes and automation.
  
  

Sales Talent Management

• High Performance Sales Workforce: Migrate top-performer attributes, including time/behaviour, competencies and personality, to the core interactions between sales representatives and customers using effective training and new-hire profiling.
  
  
• Compensation Management: Create incentive-based compensation management programmes, leveraging next-generation technology solutions to rapidly improve sales performance and accelerate time to market.
  
  
• Sales Process Design: Adapt a differentiated and effective lead-to-compensation process architecture to sell in a complex sales environment.
  
  

Sales Operations Optimisation

• Sales Operations Optimisation: Unlock the full potential of a sales force by maximising customer-facing time and intelligently reducing supporting operating costs.
  
  
• Sales Technology Enablement: Provide solution architecture and implementation services to support leading sales solutions.
  
  

Service Transformation

Differentiated service strategy and channel integration

• Differentiated service experience: Evaluate current service operations; segment and analyze the customer base; and devise a customer experience blueprint that balances the cost of service with the current and potential value of customer relationships. Incorporate customer behavioural insights and implement employee skills, competencies and performance measurements to support delivery of the desired customer experience.
  
  
• Customer enablement and channel integration: Identify high-impact opportunities by tracking customer intentions and behaviours from channel to channel. Increase customer usage, maximise the benefits of particular channels and supply consistent information across all channels so that customers get the right answer no matter how they choose to interact.
  
  

Service delivery management and optimisation

• Service-enabling technology and architecture: Integrate and optimise technology to streamline operations and provide visibility across all touch points within one framework to quantify the experience from the customer’s perspective. Route customer contacts to the best sourcing option based on defined business rules, such as contact history, service tier, quality, cost or fulfillment time.
  
  
• Service operations and analytics: Define a common framework and business capability to manage customer-centric metrics by identifying cost-saving areas in operations, contact centres and workforce and vendor management—all while providing a consistent customer service experience.
  
  

Service execution

• Service workforce and processes: Measure, manage and maximise workforce performance throughout the employee life cycle, including onboarding, service delivery and career management, to reduce costs and add revenue.
  
  
• Service transactions and processing: Leverage Accenture solutions in convergent billing, revenue assurance and real-time prepaid and postpaid billing to increase customer value, reduce costs, add revenue, improve speed to market and simplify service.