Sylvain Weill
Digital Transformation Senior Manager, Accenture Interactive​
June 26, 2018

How We Are Personalizing the Digital Experience

Customers have things to say, and the world’s biggest brands want to join the conversation. And we’re helping them in fresh, innovative ways.

Successful personalization will only be seen by businesses that start two-way conversations with consumers and enable those consumers to create their own experience while interacting with the brand.

The 2018 Personalization Pulse Check report from Accenture Interactive shows the ways businesses are humanizing the digital experience. By moving away from traditional marketing communications, toward digital conversations, companies are learning how to uniquely serve everyone without overwhelming anyone.

The travel industry is one example that’s been transformed by internet-enabled search engines and do-it-yourself booking systems. Digital Transformation Senior Manager Sylvain Weill shares his journey working with Meliá, one of the world’s leading hotel chains, as it embraces the opportunities for personalized customer relationships created by the Digital Revolution.

Personalized communications
I help Meliá increase their digital sales by using data and analytics. They give us the insight to develop personalized communications at every point in the customer’s digital journey.

We go beyond just reacting to customer’s needs. We look for new, innovative ways to help Meliá grow their digital services and build impactful in-house capabilities. We’re proud to support them in all the most advanced technology. And we make sure what we do drives profit.

Super-personal experiences
Personalization is particularly important in the leisure industry. There are a lot of influences trying to grab consumers’ attention when they’re making decisions. People browse for inspiration, then comparison shop.

We create super-personal experiences, from the moment they start searching. We offer them an ad customized to their preferences, a personalized experience when they get to Meliá’s website, and then they receive emails tailored to their needs. That “conversation” builds a relationship that helps Meliá stand above its competition.

Learn more about Accenture’s work at Meliá.

Ready to lead the world’s biggest companies Into the New? Find an opportunity with the Accenture Interactive team.

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