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Become a B2B intelligent enterprise

In an age of digital disruption, the Business-to-Business (B2B) market represents the greatest opportunity for Communications, Media and Tech (CMT) companies. Profitable growth is dependent on becoming an Intelligent Enterprise. Human-machine collaboration will be the defining factor of the Intelligent Enterprise, giving customers experiences that keep them engaged, increasing the efficiency of front office teams, and focusing on new digital channels and data services.


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DIGITALLY
NATIVE
BRANDS ARE
DISRUPTING
INCUMBENTS

Whilst the Digital/Cloud industry has the potential to grow revenues by 18% (2016-2022), the IT and Communications market face concerning forecasts at 3% and 0% respectively. Digitally native brands are outcompeting industry incumbents by recognising shifting customer expectations, with 82% of customers increasing their expectations of tailored offerings.


7/10

of the leading G2000 companies in 2017 were platform companies

INTELLIGENT ENTERPRISE ‘A DAY IN THE LIFE’ SCENARIOS

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Day in the life of a Field Sales Agent

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Day in the Life of a Service Agent

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Day in the life of a Customer

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Day in the life of a Sales Leader

CX IS KEY TO TAKE COMPETITIVE ADVANTAGE

VIDEO SUMMARIES FROM THE AUTHORS

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Mark Rogers, Managing Director in Customer & Channels, explains the challenges facing B2B companies in Communications, Media and Technology today and the scale of the opportunity to grow as a B2B Enterprise.

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Michelle Katz, Manager in Customer & Channels, explores how B2B companies can shift to become Intelligent Enterprises and take competitive advantage in a market dominated by digital natives.

THE SHIFT TOWARDS INTELLIGENT ENTERPRISE


The move towards an Intelligent Enterprise, with the right blend of machine and human intervention will reinvent the way in which CMT companies market, sell and service their B2B customers.

81% of execs believe within 2 years, AI will work next to humans
45% of workers believe AI will help them do their job more efficiently
Only
3%
of execs intend to invest in training and reskilling in the next 3 years

TO PIVOT TO AN
INTELLIGENT
ENTERPRISE WE
RECOMMEND
COMPANIES
DO 3 THINGS:

01 KNOW YOUR SALES PEOPLE
HIGH PERFORMANCE SALES FORCE ANALYTICS
On average, the top 20% of your sales force brings in 50% of revenue. By understanding the behaviours of your top performers you can transform your sales organisation through a roadmap of training, coaching and operating model re-design, and even augmenting these characteristics through human-machine collaboration.
02 KNOW YOUR CUSTOMERS
CUSTOMER JOURNEY ANALYTICS
Similarly, customers expect you to understand their journey as they experience it, not after. Aggregating data on the behaviours of your customers at key interaction points allows you to pro-actively intervene in real time, and intelligently transform those experiences.
03 RE-DEFINE YOUR B2B EXPERIENCE
INNOVATION JOURNEY WORKSHOPS
The greatest transformation will be achieved by using the Intelligent Enterprise to transform the experience of all stakeholders at once, both internal and external. Aligning understanding of your customers and customer facing teams allows you to identify and unlock the greatest pockets of value, re-imaging the experiences of all stakeholders through augmentation as an ecosystem of Intelligent Enterprise tools.

INTELLIGENT ENTERPRISE CASE STUDY

In order to build the case for human-machine collaboration, Accenture has used itself to test and prove the benefits of augmenting required behaviours and tasks.

Accenture augments human technologists with virtual agents to improve data analysis and pattern identification driving better business outcomes

Accenture has embraced disruption and realized the benefits – demonstrating to our clients that they should be the disrupter, not the disrupted.

ABOUT THE AUTHORS

Mark Rogers
Mark.rogers@accenture.com
Managing Director, Customer and Channels Communication, Media and Technology

Michelle Katz
Michelle.katz@accenture.com
Manager, Customer and Channels Communication, Media and Technology