Skip to main content Skip to Footer

LATEST THINKING


Intimately engaged: commitment to customer experience management

Companies need the right operating model to deliver effective customer experiences that build trust-based relationships in a multichannel environment.

Overview

Building meaningful—and lasting—consumer relationships requires the right operating model for true customer centricity.​

  • Do you anticipate your customers’ needs?

  • Do you align your core messages with customers’ core values?

  • Are you giving customers what they want—across every channel?

Marketplace success comes down to success with customers—how well companies connect seamlessly with them, for compelling and relevant experiences across every channel, every time. Why? Because it is a customer-driven marketplace.

In an environment where lasting, trust-based customer relationships are so important, companies that fall short here risk falling behind the competition. Creating compelling customer experiences is possible with the right commitment—and the right operating model.

Take action to win with customers for today and into tomorrow.

Background
Today’s sophisticated consumers want companies to adapt to their dynamic and uncommunicated needs, to proactively reach out to them with relevant messages and offerings, and take the initiative to build a trust-based relationship with them that aligns closely with their values. Many consumers are willing to share personal information on the understanding that companies will deliver something meaningful back. These constantly connected consumers are very demanding and have the ability to impact a company’s growth, strategy and operations more than ever before.

Analysis

Whether a company is looking for smaller, quick-win enhancements or is in need of a comprehensive transformation, a clear customer-centric framework helps align a company’s operations with its customers’ needs and translate targeted strategies into execution.

The Accenture Customer-Centric Operating Model Framework provides guidelines for building and integrating the foundational and customer-facing functions and capabilities that drive the customer experience. It focuses on:

  • Analysis and insights

  • Strategy and customer experience

  • Operating model design and execution

  • Governance

  • Transformation management

KEY FINDINGS

To meet the demands of this new consumer-led marketplace, companies need to begin by focusing on four important customer centricity levers.

  1. Adapt to customers’ dynamic and unforeseen needs
    Customer needs can turn on a dime. Companies need to be able to respond quickly to—and through—such changes. At the least, they need to:

    • Plan ahead
    • Tailor responses
    • Build flexibility
    • Adapt culture

  2. Establish a trust-based relationship with customers
    Trust forms the foundation of customer loyalty and can be a catalyst for word-of-mouth advertising. To enrich trust, companies should explore ways to:

    • Build transparency
    • Establish a two-way trust
    • Ensure customer’s well-being

  3. Leverage the customer’s entire network
    Customers can be an effective source of marketing, which means there are important reasons to have a better understanding of them and their networks. Companies can:

    • Identify influencers
    • Develop insight
    • Analyze online behavior
    • Build the dialogue
    • Create guidelines
    • Leverage technology

  4. Align business strategy with customer values
    Companies need to align their vision, messages and offerings to their customers’ core values—political and environmental causes, quality, lifestyle, fitness, health and other value-based attributes. They will want to:

    • Identify the issues
    • Define the strategy
    • Plan the launch
    • Consider partners
    • Adopt internally

Download PDFDownload the full article for real-world examples of companies taking action in these areas. [PDF, 785KB]

Recommendations

By taking the time to get to know customers, anticipate their needs and exceed their expectations, companies are able to build meaningful relationships that can last well beyond the next transaction or the next campaign.

Companies have the opportunity to become a trusted partner by helping customers navigate key events at various stages of their lives and forming the basis for building a lasting, mutually beneficial relationship.