The world surrounding today’s customers is highly connected and becoming increasingly intelligent and automated. As a result, customers become better informed and better equipped to influence the ways they experience everything around them. In fact, the power has shifted irrevocably toward the customer. They are choosing what they want to purchase, when to buy, at what price and through which channels.
Accenture’s Digital Customer initiative is composed of three research areas: building the customer genome, applying next generation analytics and creating seamless lifestyle experiences.
The opportunity today is to use new data sources and new forms of analytics to understand the digital DNA of customers. Accenture Labs starts this effort by building the customer genome—using the wealth of available data today and forming deterministic markers to provide a holistic view of the customer.
Accenture’s Digital Customer initiative offers an end-to-end strategy to get to know customers better, which can translate into increased customer engagement, long-term customer retention and multiplied revenue. Businesses can begin work now, using available data sources and working toward the ultimate goal of providing individualized products and services to their sophisticated digital customer base to support their activities and lifestyles.
Our Digital Customer initiative is composed of three research areas:
Customer genome—focused on closing the gap between what exists in today’s customer CRM systems and the wealth of digital information we can tap into about a customer
Next generation analytics—including social analysis, context, behavioral, persona sensing, motivation, and entity analysis
Creating seamless lifestyles—helping businesses better identify their customers, anticipating their needs and understanding their motivations—evolving customer engagement opportunities to the right moments and touch points
Accenture Labs approaches each innovation opportunity with a structured methodology to offer our clients the ability to test the effectiveness of each strategy.