Skip to main content Skip to Footer

LATEST THINKING


OVERVIEW

Companies find themselves awash in a sea of changing customer preferences.

But, as the available information about consumers increases, companies still seem to come up short on actionable insights about customers.

Add to this scenario that consumer preferences can be as mercurial as quicksilver, and most companies are struggling to create a blueprint for the customer journey.

The solution lies in a combination of Living Services, advanced analytics, consistency and responsiveness.

For companies, to “listen” well—but selectively for insight—is fast becoming an art as well as a science. It is the key to creating a tailored customer experience.

VIEW THE REPORT [PDF]
Traditional, linear journey maps are dead

Traditional, linear journey maps are dead

Many customers switch between retail channels with little predictability; only 13 percent of customers are pure digital customers.

Consistency and responsiveness are the Holy Grail

Consistency and responsiveness are the Holy Grail

As companies cater to customers, they have become as unpredictable as their customers. Those that focus on two areas—consistency and responsiveness—have a better chance of achieving desired results. Across industries, customers who interact multiple times with a specific employee to resolve an issue are less likely to defect than those who had the issue resolved in one try.

Successful companies make sense of the digital bread crumbs customers drop

Successful companies make sense of the digital bread crumbs customers drop

Effective analytics must now be context-based, which is where Living Services comes into play. Accenture helped Carnival Cruise Lines anticipate guest preferences using digital so crew members can personalize interactions with guests, and passengers benefit from a "digital concierge" that learns their preferences real time.

RECOMMENDATIONS

To provide an adaptable customer experience, companies need to learn what to tune out and what to tune into:
Tune out noise and focus on what matters

Tune out noise and focus on what matters

When enough customers experience an issue, a closed loop process should flag it as a systemic problem so it can be rectified.

Tune into the basics

Tune into the basics

In addition to driving consistency and responsiveness in key customer-facing areas, companies need to look at tangential areas that can still impact customer experience, like pricing.

Leverage technology to drive consistency

Leverage technology to drive consistency

Digital technology can help provide a consistent experience for customers. Focus on automating the low-hanging fruit.

ABOUT OUR RESEARCH

The 12th annual Accenture Global Consumer Pulse Survey measured the experiences of 25,426 customers in 33 countries and across 11 industries to assess consumer attitudes toward marketing, sales and customer service practices.



AUTHORS




SUGGESTED CONTENT