Perfect Consumer
Engagement
Delighting consumers through
dynamic digital capabilities
delivered as an end-to-end service
Enduring Consumer
Relevance. At Scale.
The consumer population is growing at rapid-fire
pace, and across developed and emerging markets.
The advent of digital and social channels have
created new opportunities to connect directly with
these consumers—but it has also opened the door
to consumers expecting more from brands.
Today’s digital consumer shops online, learns
online, tracks health online and offers opinions
online. Their online presence is ubiquitous, and
they know that consumer companies are hot on
their trail, keeping data about individual buying
behaviors and patterns. Consumer relevance is
king for these always-on shoppers. They expect
businesses to use their data to provide relevant
promotions, consumer service that picks up where
the last interaction left off, and offers that are
tailored to local tastes. If businesses don’t deliver,
just one negative interaction can have a rippling
effect that damages a brand before the company
is even aware of a problem.
How can companies economically deliver on the
rising demand and diverse needs of consumers
around the world? Enterprises need to change their
perspective—and possibly realign their operations—
to seize the opportunities of this new market,
where consumer relevance is king.
2
Accenture Perfect Consumer Engagement
This end-to-end service, with underlying technology from salesforce.com,
stitches together back-end eCommerce, consumer interaction applications
and reporting functions and connects them to a consumer database. Analytic
insights can then be seamlessly shared across technologies and used to deliver
a digitally enabled, multi-channel experience that drives brand awareness,
attracts new customers and wins loyalty.
Deliver a Different
Consumer Experience
Figure 1: To address today’s challenges, CPG companies need to deliver a
multi-channel experience
Kiosk
• Deliver seamless and relevant
consumer experiences across all touch
points (devices and channels) all day,
every day—globally and locally.
Call Center
• Reorganize to become consumer
centric—focused on individuals.
• Work horizontally across silos
including sales, marketing, service,
supply chain and technology—
become an extended enterprise.
• Achieve a greater flexibility to cope
with different market archetypes and
needs.
• Access and grow new emerging
digital skills.
Consumer Consumer DB
Engagement
Center
Social
f
eCommerce
Analytics
Digital Content
Management
Web/Portal
Knowledge
Base
eCommerce
Web
Cross-channel
Campaign
Social
Engagement
Couponing &
Loyalty
Mobility
Retailer
Chat
Channels
Mobile
Digital Capabilities
3
How does it all come together?
Deliver dynamic digital capabilities as a service to delight consumers.
Accenture strategic consultants help clients design consumer experience journeys to meet their
specific business goals. We can complete the puzzle of consumer engagement, connecting
enabling technologies to one another and the consumer data source and complementing existing
components to fill any gaps. Our BPO professionals then manage the processes as end-to-end
services, freeing up the CPG professionals for more strategic and differentiating capabilities.
Figure 3: Accenture Perfect Consumer Engagement delivered as a service
E2E Consumer Experience Journeys as a Service
(Outcome-based)
Multi-channel
Journey Designs
Service Component
Interaction Management Services
Web
Services
Consumer Contact Center
Social Media Services
eC
Core Services
Campaign
Services
Digital Content
Management
Services
Knowledge
Base
Lead Generation
Couponing Ser
Analytics Services
f
Consumer DB Services (Big Data)
Consumer Insight
Supporting Services
Compliance /
Legal Services
Operating Models
Change Management
Consists of: SaaS
Pre-configured assets
Partnership with vendors
Analytics as a service
Consulting/outsourcing
4
Performance
Audit
Consumer Engagement
Process Library
Infrastructure Services
Key Service and Technology Components
Accenture Perfect Consumer Engagement is an integrated set of end-to-end services and solutions
that bring together strategy, technology, analytics and marketing operations to drive consumer
relevance and ROI at scale for clients.
ts
Technology Components
Commerce
rvices
Mobile Services
eRetailer
Services
Search
Marketing
Services
Marketing Analytics
Operating
Model
Integration
Services
Pricing: Per user per month
Transaction based
Value based
5
Focus on E2E Consumer Experience Journeys as a Service
Consumer journeys, delivered as an end-to-end service, can get your business to
outcomes, including reduced operating costs, increased revenue and an enhanced
consumer experience. Managing this process as a service and institutionalizing the
integration also lowers your cost of entry, increases speed to capability and enables
exponential scale.
These six consumer journeys enable improved consumer engagement. We can also
design journeys ad hoc or support journeys that already exist in your business.
Figure 4: Consumer journeys
Acquire new consumers
Develop brand advocates
Increase consumer satisfaction
Unknown > Qualified
Qualified > Advocate
Complaint > Upsell
Turning non-registered into
qualified consumers to sell or
upsell and serve better.
Identify brand advocates to
drive ratings and reviews
while building loyalty.
Increase consumer satisfaction
score by delivering an
additional value.
Drive direct-to-consumer
sales
Leverage consumer
innovation
Increase sales through
eRetailers
Trialist > Repeat
Insight > Innovation
Consider > Trial
Deliver personalized consumer
experience to increase
usage, regimen or purchase
frequency.
Understanding multi-channel
trends to drive product
innovation.
Deliver seamless experience to
consumers across touch points
to increase sales at retailers.
6
7
Focus on Technology Components
Integration is one of our key strengths and we connect enabling technologies that fuse multiple enablers of success.
Whether we integrate the technologies you already have, or we fill the gaps where you are missing technologies, we
connect it all to a consumer database to deliver consistent, accurate, real-time information that can you can act on
with agility.
Figure 5: Accenture Perfect Consumer Engagement technology components
Consumer Service Center
• Call center
• Workflow
• Case management/SR • Live agent
• Case classification
• Chargeback portal
• Response management
• Consumer survey
• Crisis/issue management
• Emailing/FAX/SMS
• Templates
• Order management
• Usability console
• Asset management
• Opt IN/Opt OUT
• Call script
• CTI
• Guided service
Production and Digital Content Management
• Content repository
• Digital asset management
• Workflow and approval
• Multi-channel delivery
Knowledge Base
• Search
• FAQ
• Knowledge catalog
• Integration with external KB
Cross-channel Campaign
• Campaign planning
• Campaign segmentation
• Operational reporting
• Dynamic content and content repository
• Campaign execution including email, mobile (SMS), social and web
• Campaign monitoring
• Newsletter
• Survey
• Event management (inviting, sending and gathering feedback)
• Workflow
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Couponing and Loyalty
• eCouponing engine
• Voucher management
• Loyalty programs
In addition to offering our own robust suite of software-based solutions, clients benefit from our alliance relationships
with technology leaders as well as key industry-specific software providers. With more than 80 alliances, we are the
largest systems integrator in revenue for SAP, Microsoft and Oracle. We are working with several technology partners
to provide this offering for clients. For example, we are collaborating with Salesforce.com to provide the underlying
CRM and social collaboration technologies that support Accenture Perfect Consumer Engagement.
Consumer Data Management
• Opt IN/Opt OUT
• Data quality
• Consumer profiling
• Deduplication and cleansing
• Master data
• Identity manager (SSO)
• Security/privacy
Analytics Platform
• Segmentation
• Dashboard
• Reporting
• KPI/metrics
• Fraud detection
• ROI
• Blacklist
• Marketing analytics
• Performance management
Web/Portal
• Public portal
– BTL
– Mobile site
• Authenticated portal
– Rating and review
eCommerce
• Product catalog
• Order management
• ERP integration
• Portal/web
integration
Mobility
• Consumer apps development
• Consumer apps distribution
• Apps integration layer
•
•
•
•
Web personalization
Web analytics
Consumer self service
Communities (partners and
consumers)
• Web analytics
• Product and content
recommendation engine
• Guided selling
Social Engagement
• Communities (partners and consumers)
• Listening
• Social integration layer
• Sentiment
• Social posting/ • Gamification
publishing
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The Accenture Advantage
Accenture Analytics
Accenture Software
Accenture has a strong technology
heritage, a passion for innovation,
an eye for analysis, global scale
and deep knowledge in all
aspects of business and customer
relationship management. We
blend our consulting, technology
and outsourcing experience and
know-how to manage a truly endto-end service that draws from the
capabilities and expertise of the
following practices:
The ability to gain insights from
your data is critical—it lets you make
faster and smarter decisions as you
tackle your most complex business
issues. Accenture Analytics uses its
experience, offerings and solutions
to reduce risk and speed time to
value, helping companies gain
insights and compete on analytics
across any business function—in any
industry or geography. We offer a
full spectrum of services, from point
solutions to end-to-end integration
to outsourcing of key business
processes that help companies
outperform in these fast-changing
times.
Accenture Software represents our
unmatched combination of software,
industry, process and technology
expertise. We develop industryfocused, software-based solutions
to help organizations meet their
business goals, all while reducing
implementation time and risk.
For example, Accenture Customer
Insight is a solution that integrates
our customer analytics, technologies,
data processes and services to
help companies increase sales and
loyalty by building marketing and
merchandising strategies based on
deep customer knowledge.
Accenture Interactive
Accenture Interactive helps
businesses grow in entirely new
ways. From marketing strategy,
analytics and consumer experience
to campaign and content
management and eCommerce, we
help companies drive revenues,
increase efficiencies and reduce
costs. In addition to our own
capabilities, we have acquired
companies such as Acquity,
avVenta Worldwide and Fjord
which strengthen our offerings in
eCommerce, content and campaign
management, and creative digital
design.
10
Accenture Mobility
Mobility can help companies
connect with customers—but also
employees, businesses and machines
on web-enabled devices of every
kind. Accenture Mobility solutions
include consulting, software
services, managed services and
enterprise integration services—all
of which can be delivered globally
at scale in any market to increase
productivity, enhance collaboration
and drive more transactions.
Digital Services Make a Difference
Accenture Perfect Consumer Engagement helps you:
• Leverage emerging digital capabilities
• Have global scale with local relevance
• Focus on individuals
• Appeal to market archetypes
• Work horizontally across sales, marketing, service, supply chain and technology silos
• Use economy and flexibility of scale to make relevance affordable and effective at
every moment of truth, every time
Figure 2: Range of Business Benefits
Engagement
640 percent increase in consumer engagement in one month1
+15 percent increased satisfaction with online communities2
Increased revenue
27 percent eCoupon redemption rate3
$10M net benefits from new community credit card4
Innovation
166,000+ new product and expereience ideas5
2,000+ successful arrangements with innovation partners6
Reduced cost
12 percent of calls shifted to social 8x cheaper7
30 percent reduction in contacts with peer-to-peer support8
Crisis management
Responding to 10 percent fall in share price = -$180M9
Responding to 1.2M viewings of negative YouTube videos10
1. Accenure credential for P&G
2, 4, 5, 8, 9. Most of the data are quoted in the book Delivering Effective Social Customer Service by Carolyn Blunt and Martin Hill Wilson
3. Accenture credential for P&G
6. Starbucks website
7. P&G website
8. Nestle-based on information found through Google
11
For more information
on Accenture Perfect
Consumer Engagement,
please contact:
Koen Van Bockstaele
Global Lead, Commercial Services for
Consumer Goods
[email protected]
+44 20 7844 1439
Silvano Perrotta
PCE Operations Lead
[email protected]
+39 335 7518483
Bernie Segal
PCE Global Lead
[email protected]
+44 78 1085 5631
Matthew DeNicola
PCE North America Lead
[email protected]
+1 917 452 6435
Alessandro Diana
PCE EALA Lead
[email protected]
+39 335 7496716
Mac Karlekar
[email protected]
PCE Product Lead
+44 (0) 203 335 0085
www.accenture.com/consumergoods
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All rights reserved.
Accenture, its logo, and
High Performance Delivered
are trademarks of Accenture.
About Accenture
Accenture is a global management
consulting, technology services and
outsourcing company, with approximately
289,000 people serving clients in
more than 120 countries. Combining
unparalleled experience, comprehensive
capabilities across all industries and
business functions, and extensive research
on the world’s most successful companies,
Accenture collaborates with clients to help
them become high-performance businesses
and governments. The company generated
net revenues of US$28.6 billion for the
fiscal year ended Aug. 31, 2013. Its home
page is www.accenture.com.