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Mish Fletcher
Managing Director, Marketing & Communications, Accenture Interactive
March 13, 2019

How to Design Ultimate Customer Experiences

Find your dream job just became personal

The lines between digital and physical experiences are blurring—transforming customer expectations.

Companies are focusing on creating the best, most meaningful brand experiences to engage their customers by shifting from communication to conversation, and letting the customer be heard.

Do you have the knowledge and skills needed to create the ultimate customer experience and grow your career into the New?

The Digital Transformation Playbook, created in collaboration with Adweek, is a 12-month content series and the ultimate guide for how to survive and thrive in the age of digital disruption.

The last six issues feature input and insights from industry experts and the latest thinking from Accenture Interactive’s bright and brilliant leaders.

The data power struggle needs to be resolved—now
Customer data is rapidly becoming the dominant currency of the modern marketplace, but some digital marketers have unwittingly relinquished ownership of data to third-party providers. “Data ownership is too integral to business success to be ignored,” says our Global Lead for Programmatic Services, Scott Tieman.

In fact, it’s impossible to achieve the critical goals the market now demands—empathy, fluid conversation across touchpoints, personalization—without nimble, proficient command of customer data.

Brands must create meaningful customer experiences to win in today’s purpose-based economy
“We don’t need more noise or extra gadgets,” says our CEO, Brian Whipple. “What we do need, however, is a refinement of our relationship with technology and to reorient around purpose.” Companies that strive to bring more meaning and purpose to the experiences they create are destined to reap business benefits: loyalty, positive word of mouth, increased revenue and sustained success.

Making your brand sing: Let the customer be heard
When people talk about “experience,” it’s usually transactional—a purchase, a conversation, a social media exchange—but in reality, each micro-moment is important. It’s time to look to the “Big E” in brand experience: empathy. “We should broaden the definition of success to include what the customer would see as success: helping them achieve their goals in the moment,” our Head of North America, Glen Hartman, advises.

Shifting from communication to conversation
As marketers attempt to drive hyper-personalization and to appeal to every possible consumer need, they risk confusing and alienating the very customers they’re trying to woo. “Customers aren’t looking for brands to define their journeys,” our Global Lead for Personalization, Jeriad Zoghby, notes. “They want brands to design experiences that help them create their own journeys,” he says.

Prepare for the blending of physical and digital
Faced with the increasing growth of physical and digital touchpoints, marketers need to determine how to craft brand experiences to best engage their audience. “It’s important that we stop considering digital and physical as separate entities and ask instead how we can design experiences that connect with the people around us, enabled by digital in a physical world,” Accenture Interactive Managing Director Mark Curtis notes.

Your brand’s true competitors may surprise you
“Identifying your competitors is a more elusive quest than it once was,” our Chief Strategy Officer, Baiju Shah, explains, “because comparing your organization with directly related businesses is no longer the whole story.” Exceptional customer experiences raise the bar every day, and—as is the thinking behind the concept of Liquid Expectations—the consumer is making little distinction between sectors or industries.

View the entire Digital Transformation Playbook library.

Guide the world’s leading companies through their digital transformation journey. Find your fit with Accenture.



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