Experience is the new brand, and that includes connecting around the needs of the customers. To succeed in this new world of marketing you have to understand both what they want and why.
Today’s personalization capabilities fulfill that promise by dynamically and uniquely tailoring experiences to each individual and context in a seamless manner across channels, thereby propelling both growth and value. Accenture believes the ultimate goal of personalization is to use data to make it easier for customers to find and consume what they want, how and when they want it, based not only on the WHAT of past purchase or browsing, but by understanding the WHY behind their preferences. Accenture Interactive refers to this as the Accenture Genome.
Learn more about our services below, and explore how Accenture’s personalization research and insights, combined with our unique tools, assets and enablers, can help your organization leverage personalization to drive sustained business value.
JOSÉ MARÍA DALMAU
Vice President of Global Sales and Marketing at Meliá Hotels International
Eager to learn more following last year’s Personalization Pulse Check report, Accenture Interactive again surveyed even more consumers across more countries in North America and Europe to further identify consumer expectations in the age of hyper-personalization.
This year’s findings revealed that consumer expectations are outpacing brands' efforts to be personal. With an endless number of choices, consumers are overwhelmed by the “burden of choice” and are more likely to make poor decisions, be less satisfied and abandon the experience. Where do businesses go from here? They need to humanize the digital experience by moving from marketing communications to digital conversations.
Personalization is the act of dynamically curating experiences to each individual and context in a seamless manner across channels. This includes all interaction, such as marketing, shopping and services experiences.
To help tackle this broad and critical topic, Accenture developed the 4R Personalization Framework. Similar to the way customers expect to be treated by their favorite offline business, online customers expect to be recognized by name when they arrive, and have their preferences remembered without having to be reminded. Customers expect the business to know them better than they know themselves by paying close attention to their unique preferences and making recommendations that are relevant within the context of the situation.
Most companies have made some progress in their personalization journey, and efforts are accelerating across all industries. The Accenture Personalization Maturity Model can help companies assess how well they are doing. Our experience points to three areas critical for advancing to personalization at scale: orchestration, organization and operationalization.
Putting the personal back in personalization
The digitalization of everything has led to customers having an overwhelming number of choices in everything they do. When presented with too many choices, many customers are likely to make poor decisions, be less satisfied, and abandon a website or brand. When it comes to options, simplicity wins. Companies succeed when they cater to the individual customer and make it easier for them to consume what they want, how and when they want.
Customers are far more likely to make a purchase when they are:
Recognized, Remembered and receive Relevant recommendations.
Learn more about the Accenture Genome here.
The trek toward personalization at scale and true business agility is a journey. Having a clear vision of the effort and a steadfast eye on the goal help to confirm the company is making it easier for the customer along the way and, therefore, generating the return on investment anticipated.
Accenture Interactive offers complete, end-to-end personalization services, capabilities and experience that help enable the world's leading brands to delight their customers and drive superior marketing performance across the full omni-channel customer experience.
To learn more about how you can move up the personalization maturity model, make life easier for your customers and deliver high performance to your organization contact: