Drive growth with effortless data-led experiences
September 13, 2019
September 13, 2019
It has never been more important to know where friction is hurting your business. Friction is an invisible force that impacts much of our day-to-day existence. Often, it operates unseen. But it’s there, hidden in the details, making everyday interactions more difficult, more time-consuming and more frustrating than they need to be. In today’s "one size fits none" world, our consumer research reveals companies are losing nearly $1 trillion in revenues to customer switching because they’re not consistently relevant to customers in the moment. Today it takes more than the best technology, data or capabilities. It demands an intensely customer centric mindset—one that inspires profoundly different behaviors.
Accenture Research shows that creating frictionless experiences are central to consumer-facing businesses and reducing friction has become a core driver of competitive differentiation.
64%
of consumers who switch from one brand to another state that the lure of a more relevant product, service, or experience is behind the shift.
Taking nothing for granted, CXO’s are continuously thinking about how to attract and retain customers by offering consistently relevant, personalized and frictionless experiences.
Accenture’s data-driven strategy framework helps companies identify friction and prioritize impactful interventions while building a solid evidence-based case for change:
in-house and third-party data sources to create and test a frictionless hypothesis.
user engagement, propensity to buy, customer satisfaction or other target business outcomes.
comparative learning and determine competitor positioning/capability.
user personas, product capabilities, market sizing and segmentation.
A sophisticated understanding of customer lifetime value (CLV) is central to the analysis. CLV provides the baseline value that customers currently ascribe to a company’s products, services and experiences. Without that baseline, it’s impossible to prioritize the sources of friction customers are experiencing or quantify the incremental value that removing friction will add.
Here are three questions you can ask to kick-start a data-driven journey to truly frictionless and effortless experiences today:
Do you have data to help you define a set of hypotheses about what’s causing friction in your customer experience?
Can your team perform the data analytics, develop and test hypotheses, prioritize the most valuable actions and build an unarguable case for change?
Can you align around an understanding of frictionless experience and how it cascades through the organization and into the end-to-end customer experience?