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CUSTOMER VISION 2015


Digital disruption: Are you playing to win or playing not to lose?

OVERVIEW

Today’s pioneering enterprises are doing more than just talking a good digital game. They are fundamentally changing the way they look at themselves and quickly mastering the shift from “me” to “we.”

Proactive corporate leaders see their businesses, employees and customers as a living, breathing digital fabric offering unprecedented opportunity to establish beachheads in new markets, drive profit and change life for the better. Through the transformational power of this network, we’re witnessing the birth of a new era of “digital ecosystems.”

The Accenture Customer Vision 2015 maps out five key trends: The Internet of Me, Outcome Economy, Platform (R)evolution, Intelligent Enterprise and Workforce Reimagined.

As “every customer is a digital customer,” these five business-technology trends have implications for marketing, sales and service, including overlapping impact from technology waves such as mobility, analytics, social, cognitive computation, Internet of Things (IoT), security, cloud, gamification and instant marketing.

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TREND 1

Internet of Me

Internet of Me

Our world, personalized
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TREND 2

Outcome Economy

Outcome Economy

Monetizing distinct customer experiences
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TREND 3

Platform (R)evolution

Platform (R)evolution

Defining ecosystems, redefining industries
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TREND 4

Intelligent Enterprise

Intelligent Enterprise

From internet of things to internet of every…Things
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TREND 5

Workforce Reimagined

Workforce Reimagined

Collaboration at the intersection of humans and machines
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THE INTERNET OF ME

One world, personalized.

As everyday objects and experiences become digitized, new frontiers of individualization are created; but sustainable, profitable growth comes from understanding Digital Intensity at scale.

To turn ambitious goals for individualized customer experience into predictable results, companies need to pivot to the new dynamics of the Non-Stop Customer, and leverage customers’ Digital Intensity.

Key trends:

  • One source expects combined online and web-influenced retail sales to reach $1.8 trillion by 2017.

  • In the mobile device age, consumers are self-empowered:

  • Fifty-six percent of consumers have used their smartphone to research products at home.

  • Thirty-eight percent have used their mobile device to check inventory availability while on their way to a store.

  • Thirty-four percent have used their mobile device to research products while in a store.

  • Across industries, multi-channel consumers are worth more:

  • Retailers. Multi-channel customers produce 2.9 times the visits, 3.2 times the sales, and 2.6 times the margin in comparison to store-only customers.

  • Banks. Multi-channel customers purchase 1.4 times the products and give 15 percent advocacy in comparison to digital-only customers.

  • Wireless. Multi-channel customers start by using mobile self-service 9 times more than face-to-face customers (for example, in stores).

  • Despite the increasing use of smartphones to research products (and pricing) in stores, 61 percent of consumers still value asking a sales associate for product recommendations in physical stores.

  • By 2020, over 35 percent of the population in mature markets will own at least one wearable electronic device (such as a headset).

OUTCOME ECONOMY

The new competitive landscape is now… monetizing distinct customer experiences.

Getting ahead in the new economy is about cultivating evergreen customer relationships that deliver superior commercial results. For true disruptors, it’s no longer just about selling solutions. It’s about delivering measurable results.

The value from sales force analytics is created over time as organizations take insights and change direction at the individual contributor, manager, and organization level to grow high performers in outcome-selling.

Key Trends:

  • Eighty-seven percent of enterprises see intelligent hardware leading to a shift from selling products or services to selling outcomes.

  • Forty percent report they are considering using sensors to gather intelligence and equip their workforce with more insights.

  • Fifty-six percent of consumers use smartphones to research products from home… 34 percent while in stores.

  • Business customers are 57 percent of the way through their buying process by the first sales call.

  • Two thirds of customers switched at least one of their providers last year: $6.2 trillion Global Switching Economy.

  • Two thirds of companies don’t have a definition of a qualified lead and 53 percent don’t have a formal relationship between sales and service.

  • Multi-channel consumers are more valuable and produce 2.9 times the visits, 3.2 times the sales, and 2.6 times the margin in comparison to store-only consumers.

  • High performers are 2 to 3 times more likely to prioritize customer experience investments in up/cross sell and after sales support, driving twice the return on investment.

PLATFORM REVOLUTION

Defining ecosystems, redefining industries.

Enterprises are carving out new playing fields thanks to rapid advances in cloud and mobility technology. Platform-based ecosystems are the new plane of competition.

Playing to win requires moving from a fragmented experience with customers to a connected, integrated, cumulative interaction building across all stakeholders in the ecosystem.

Key Trends:

  • Eighty-one percent of enterprises say industry boundaries will dramatically blur as platforms reshape industries into interconnected ecosystems.

  • Seventy-four percent are using or experimenting with industry platforms to integrate data with digital business partners.

  • Seventy-five percent say the next generation of platforms will be led by industry players and leaders, not tech leaders.

  • Cloud solutions have moved beyond cost-saving and agility to being the driver for collaboration and innovation.

  • Spending on cloud computing infrastructure and platforms is expected to grow at a 30 percent Compound Annual Growth Rate (CAGR) from 2013 to 2018 compared with 5 percent growth for enterprise IT.

  • In business-to-business (B2B), 67 percent of companies consider customer and partner collaboration solutions as a critical priority.

INTELLIGENT ENTERPRISE

From the Internet of Things (IoT) to the Internet of Every…Things.

Capitalizing on the Internet of Things isn’t for everyone. For those that will disrupt their industries, it’s an all-encompassing effort that identifies where they can do things “differently” to win.

As Internet of Every…Things becomes possible with Internet of Things (IoT), companies need to evaluate how IoT will drive optimal value for them. Capturing the greatest impact from IoT will combine the elements of digital disruption, open innovation, and new business launching… all at a significantly faster pace.

Key Trends:

  • Ongoing improvements in sensor technologies are making intelligent products more accessible. For example, some locomotives are equipped with more than 250 sensors that measure 150,000 data points per minute. One source predicts that by 2020 there will be 50 billion connected devices: an average of 6.6 per person globally.

  • Manufacturers using new software capabilities to improve operational efficiency through predictive maintenance are achieving savings on scheduled repairs (12 percent), reduced maintenance costs (nearly 30 percent) and fewer breakdowns (almost 70 percent).

  • Eighty-seven percent of enterprises see intelligent hardware leading to a shift from selling products or services, to selling outcomes.

  • Forty percent report they are considering using sensors to gather intelligence and equip their workforce with more insights.

  • Seventy-seven percent are taking part in open innovation initiatives, using APIs and technology platforms to deliver better outcomes.

WORKFORCE REIMAGINED

Collaboration at the intersection of humans and machines.

As the digital revolution gains momentum, humans and machines must do more together. Successful businesses will embrace both as critical team members and “expand” the workforce.

To succeed, companies should understand when “too much digital is too much” to define the intersection of digital and human interaction, anchored on the re-invention of the front-office workforce.

Key Trends:

  • Fifty-seven percent of companies are adopting technologies that help business users complete tasks that previously required IT experts.

  • Seventy-eight percent agree that successful businesses will manage employees alongside intelligent machines, ensuring collaboration between the two.

  • Seventy-seven percent believe that within the next three years, companies will need to focus equally on training their people and their machines.

  • Companies cite that collaboration technologies have been 80 percent effective at improving productivity.

  • It is estimated that digital/cyber assistants and self-service could potentially answer 80 percent of standard requests and be the number one point of contact across all channels.

  • Markets are shifting from a one-size-fits-all model to one of unlimited variety for unique tastes and preferences.

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