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Engaging the digital consumer in the new connected world

The consumer electronics industry is at an inflection point.

Overview

With the Internet of Things (IoT) rapidly becoming a reality and devices connecting every aspect of consumers’ lives, the shift to a new, connected world signals another tidal wave of industry transition.

New findings from the “2015 Accenture Digital Consumer Survey” indicate that consumers find smart devices increasingly relevant to their lives, and are inspired by the possibilities of the connected world.

But to gain the consumer confidence that will move their products and services from early adoption to mainstream use, consumer electronics companies need to break through a crowded marketplace with strong digital brands and offer phenomenal customer experiences right out of the box—including providing a level of security and privacy that will inspire consumer trust.

Background

The 2015 Accenture Digital Consumer Survey for communications, media and technology companies was conducted online between October and November 2014, with 24,000 consumers in 24 countries: Australia, Brazil, Canada, China, Czech Republic, France, Germany, India, Indonesia, Italy, Japan, Mexico, Netherlands, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey, United Arab Emirates, United Kingdom and the United States.

The sample in each country is representative of the online population, with respondents ranging in age from 14 to 55 and over. The survey polled respondents about their usage, attitudes and expectations related to digital device ownership, content consumption, broadband constraints, digital trust and the Internet of Things (IoT).

Recommendations

A Battle to Engage the Consumer
The battle is on to engage the consumer, and the stakes are high. The industry is showing consumers the relevance of smart devices and inspiring purchases among early adopters.

To achieve widespread appeal and mainstream adoption, consumers need confidence in the:

  • Service or device
  • Experience
  • Brand

By employing analytics and digital science throughout the customer life cycle, delivering rewarding customer experiences from pre-purchase through device or service end of life, and empowering digital trust, consumer electronics companies will build digital brands that break through the noise and lead the industry as it transitions to the new, connected world.

Build leading digital brand via integrated experience design and analytics
Digital brands are built by developing a true end-to-end experience, which encompasses every customer touchpoint across their life cycle.

Companies that invest appropriately can build the right analytics capabilities to segment their customers, and deliver the right messages to effectively engage the consumer.

Design a phenomenal customer experience
It is essential to deliver an exceptional “out of box” experience which, among other things, requires improved coordination between sales, marketing, engineering and support and, in some cases, going back to the “drawing board” to reinvent execution strategies to be more integrated and digitally transformed.

Empower digital trust
Strong digital trust is a cornerstone of brands being able to move buyers from inspiration to confidence. Certainly this requires designing and building all products and services with a security element in mind.

It also involves privacy and data control—offering value in exchange for information, and taking accountability for the data in the company’s possession.