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Winning the Digital Experience Race
Corporate IT is facing an enormous challenge: how to reinvent itself to satisfy consumers.
Overview
We live in a digital world where consumers are king, able to find, evaluate, discuss and buy products non-stop. Companies must launch new ways to influence and satisfy consumers or risk loss of market share, or extinction.
And the continuous advent of new technology drives the consumer to keep raising the bar, demanding more from their digital experience.
Key Insights
Emerging technologies help companies create solutions to provide the consumer with those new and improved experiences.
Tomorrow has become today. Reinvention requires focus to win the global digital marketplace.
Frame your strategy. First, companies must frame their strategy around non-stop customers with new thinking that bridges physical and digital worlds.
Optimise marketing to influence at scale. Social networking extends conversations to thousands of people online. To influence purchasing behaviour companies must understand how consumers use social media and adjust the way they market.
Using agile iterative development to accelerate improvements companies can tap new ideas through crowd sourcing and open source communities and create new digital experiences using Silicon Valley techniques.
Use analytics to understand consumers better. Companies can open the door to creating new, personalised digital experiences by using cloud and analytics to examine data on consumer interests.
Set up enterprise IT to accommodate digital experiences. Inflexible legacy systems are out. To deliver digital experiences corporate IT must get its house in order now or risk irrelevance.
Companies cannot afford to wait while consumers tweet, like and yelp. Corporate IT must get focused.
Recommendations
For more about the consumerization of IT read the following articles:
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The promise of consumer technologies in emerging markets (Communications of the ACM)
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IT consumerization: When gadgets turn into enterprise IT tools (MISQE)
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The unstoppable BYOD trend (Talent Management)
Also see our research on:
The non-stop customer model
About the Institute for High Performance
The Accenture Institute for High Performance develops and publishes practical insights into critical management issues and global economic trends. Its worldwide team of researchers connects with Accenture’s business leaders to demonstrate how organizations become and remain high performers through original, rigorous research and analysis.
Research Team Lead
Jeanne Harris
Former managing director of information technology
Allan Alter
Senior Research specializing in the impact of technology on enterprises
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