Digital has now become “table stakes.” Customers expect companies and governments to have an app or digital web presence that provides them with personalized experience and service. We can buy almost anything we need online and get it delivered to us in days or hours. We can track not only the location of a rideshare but also the public bus service. And organizations continue to automate more using RPA, natural language processing, machine learning and other smart technology innovations.
At the same time, advances in digital infrastructure, like the proliferation of cloud platforms and the advent of 5G technology that can provide 20X the speed of 4G, will help fuel the next disruption. Together, these technological advances are creating new opportunities for enterprises to connect, understand and engage with customers.
And while many organizations are still catching up or are in the process of scaling digital adoption enterprise-wide, now is not the time to become complacent. It is the time to ask, “What comes next?” and “How do I differentiate my business from every other digitally-enabled enterprise?”
Accenture Technology Vision 2019 has identified five tech trends that guide businesses on how to stand out and gain a competitive edge in this post-digital era. Below, I’ve highlighted the three in which I think Pega will play a key role.
We’ve all seen examples of how an online search for “restaurants in Las Vegas” coincidentally results in an online advertisement a few hours later for a hotel in Las Vegas. You probably have heard, or will hear, some great stories at PegaWorld of how Pega and Accenture helped telecommunication companies, banks, and airlines use Pega Marketing™ to create personalized next best actions and provide a better experience for their customers.
Historically, companies used data about the customer, their interactions, and preferences to help create a personalized experience. However, organizations are starting to use an additional source of data: the technology identity. The sets of technologies people choose to use are now so integrated into their lives that they have become a part of consumers’ identities, and leaders are using those identities to create a new generation of offerings.
What type of mobile device does the customer use? For what transactions would an individual prefer voice services? Chat services? Direct connection with a person? Does a person track their fitness data and are they willing to share it? Technology is enabling businesses to maintain experience-driven relationships in ways that were previously impossible.
The technology identity is constantly evolving. In a 24/7, always-on society, enterprises have continuous insight into how their customers are utilizing technology, providing the opportunity to continue to evolve the products and services for the individual. That includes knowing and accounting for how much interaction the customer wants from a business. In a world of hyper-personalized experiences, businesses must earn and retain consumer trust by weighing their needs against the company’s opportunities to achieve the right balance.
Technological advances are not only benefitting consumers, but they are improving day-to-day work for employees as well. Staff work in an environment enhanced by technologies such as robotics and AI. Even IT developers need to adjust to automation provided by intelligent automation and DevOps. When implemented correctly, these tools help give the human+ worker “super powers.”
At Accenture, I have seen many examples where we have used Pega Technology to help our clients amplify employee skills and improve interactions. For example, leveraging Pega’s AI-enabled customer decision engine has helped employees quickly identify customer needs and find a solution that greatly improves the customer’s experience. Pega Robotic Desktop Automation solutions have helped create frictionless experiences between customers and agents, and Pega Case Management has helped reduce friction between customer-facing and operations support.
But, technology is only part of the puzzle. The other pieces require recognition of what needs to change in a process, policy, and roles. Businesses can close the gap between implemented technology and workers’ understanding and skill using that technology.
To help solve these challenges, organizations need to address four key questions:
Becoming human+ worker has expanded the capabilities of the workforce beyond what companies could have imagined just a few decades ago. But supporting and engaging that workforce requires companies to commit to a level of workforce investment that’s on par with their investment in technology.
In the post-digital era, personal data is everywhere and every individual becomes their own, unique momentary market. To serve each person well, enterprises will need to meet customer needs at the speed of now. Companies like Costco, Instacart and Amazon Prime Now that can deliver groceries door-to-door in a few hours increase expectations for fast, personalized service. And, the expectation and competition will only increase with the continued technology advancement. Pega technology is well positioned to help organizations with the integration of personalization and real/near-time delivery. By using a digital process automation approach to orchestrate data, integrations, automation, and processes, business leaders can automate the actions required to provide personalized service from end to end.
To be a leader in this new momentary world, organizations will need to find the moments that matter for their customers before their competitors do; adapt to the moment and compete for them when they come; and deliver for the momentary markets of tomorrow across all channels including internet of things (IOT).
See how Accenture is helping clients stand out in the post-digital era.
At this year’s PegaWorld, we’ll be demonstrating how businesses are starting to apply new technologies and approaches to make these trends a reality in the post-digital era.
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