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August 08, 2016
Interactive agenda
By: Joy Bhattacharya

The new face of digital – Volume 1

We live in a world where businesses that focus on delivering a truly great experience are the winners. Today’s consumers understand and appreciate what great services look like; they experience it first hand from companies such as Amazon, Apple, Uber and Airbnb. Digital leaders such as these innovate new services based on the needs, intents and preferences of their customers; in the process building new business models that cross multiple industries and dethrone incumbents. However, the gap between the best and the rest is vast: Recent research suggests that only seven percent of brands exceed customer expectations and that many are pessimistic about their ability to deliver on customer expectations. Businesses absolutely must close this gap if they are to delight consumers and grow market share.

It’s clear that businesses who recognise this imperative are focusing on how they can evolve their organisation by putting the customer experience at the heart of their strategy. In fact, in many organisations, this has become a board level priority. We call this priority the “Interactive Agenda”.

The 'Interactive Agenda' focuses on:

  1. Customer – How do we realign our business around the customer?

  2. Leadership – What do we as leaders focus on to make this change happen?

  3. Marketing – How do we transform our marketing capabilities for the new digital consumer?

  4. Technology – How do we use the best digital tools for success?

Over the past six months of helping our clients respond to their interactive agendas, we have identified twelve trending themes that are worth sharing:

The Customer Agenda

Design Delivers
How do we make design more integral to the way our business thinks?

Created by my customer
How do we involve customers in the co-creation of our future business?

Diversity by design
How do we tap into the diversity of our organisation to develop answers more appropriate to the digital generation?

The Leadership Agenda

Liquid Business Models
How do we evolve our business model to respond to customers increasingly liquid expectations?

Digital studios as change agents
How do we realign our current organisational structure to put customers at the centre of a more fluid operating model?

Culture trumps strategy
How can we foster a new digital culture that gathers my colleagues around a new culture of creative innovation?

The Marketing Agenda

Broadcast to Narrowcast
How must we reshape marketing capabilities to narrowcast to a segment of one?

Story in Content Chaos
How can we handle the chaos of content demanded by an 'always on' marketing function into an amazing narrative?

Rise of Marketectures
How do we make the right choices for technology when the world of marketing technology is moving so fast?

The Technology Agenda

Description over Prescription
How do we use new agile collaboration techniques to achieve the right outcome without wasting energy on over prescription in getting there?

Tooling to accelerate
What new tools and processes do we need in place to enable a fast moving, iterative digital organisation?

Upping the Digital Quotient
How do we increase the digital and customer quotient of my workforce to ensure a revolution not just in business functions but across technology and operations functions?

This article serves as the introduction to a series of viewpoints from across the Accenture Interactive team’s collective experience that are continually forming and shaping the ‘Interactive agenda’. Please find the links to the full series below:

  1. Celia Romaniuk, The Customer Agenda: How do I re-align my business around the customer: Part 1

  2. Abbie Walsh, The Customer Agenda: How do I re-align my business around the customer: Part 2

  3. Andrew Finlayson, The Customer Agenda: How do I re-align my business around the customer: Part 3

  4. Claudia Ribeiro, The Leadership Agenda: What should leadership focus on to succeed in the new digital world: Part 1

  5. Mark Sherwin, The Leadership Agenda: What should leadership focus on to succeed in the new digital world: Part 2

  6. Sohel Aziz, The Leadership Agenda: What should leadership focus on to succeed in the new digital world: Part 3

  7. Mary Firth, The Marketing Agenda: How do I transform my marketing capabilities for the new digital consumer: Part 1

  8. Christine Connor, The Marketing Agenda: How do I transform my marketing capabilities for the new digital consumer? Part 2

  9. Christian Howes, The Marketing Agenda: How do I transform my marketing capabilities for the new digital consumer? Part 3

  10. Dan Farrell, The Technology Agenda: How do I ensure I use the best digital tools and techniques for success? Part 1

  11. Ed Renshaw, The Technology Agenda: How do I ensure I use the best digital tools and techniques for success? Part 2

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