The customer has changed. The information they now have to make decisions around brands means that they have the power. And when companies are able to understand the customer and personalize their experience to give them what they really want, they’re able to deliver an experience that isn’t one size fits all.
Today, customers expect a consistent experience when it comes to all phases of the customer journey from before they start a purchase through support after the sale.
The customer experience has evolved. Companies must shift to providing an Omni-Channel Customer Experience to engage with customers in meaningful ways.
The company’s product and service availability is based on an informed strategy
The experience is individual and relevant, based on customer preferences, history and current context
Processes and policies are simple and enabled by technology that is easy to use
The workforce consists of empowered employees and is aligned with the E2E customer journey
Offerings align with customer needs and expectations
Customers, employees, and partners can begin an interaction in one channel and seamlessly finish in another
The organization and the customer co-creating the experience
Decision making is informed by cross-channel analytics and tied to business metrics
Technology solutions are agile, configurable, extensible, intelligent and customer-centric
Dawn Anderson is a Managing Director in Accenture’s Communications, Media and Technology operating group which serves clients in the communications, electronics, technology, media and entertainment industries. She currently leads Management Consulting for CMT North America and serves as the Global Lead for our Customers & Channels practice. In these roles she is responsible for setting the overall vision for the consulting business.
Dawn has 20+ years of deep experience in customer-centric business transformation, driving sustainable cost, revenue and loyalty results by optimizing Marketing, Sales and Customer Service operations. Paramount to client success in these areas is a well-defined thought leadership agenda. Dawn has been the architect behind many of Accenture’s offerings and thought leadership pieces, most recently establishing the vision and foundation for Omni-Channel and the impact it will have on Accenture’s clients. During her career at Accenture, Dawn has served in a number of leadership roles across a variety of industries within Accenture’s Strategy and Consulting businesses.
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