Download Improving Consumer Engagement

Delivering enduring
consumer relevance and
return on investment at scale.
CPG companies today must change their perspective—perhaps realign operations—
to economically meet rising demand and diverse consumer needs worldwide and
seize opportunities in the new marketplace, where consumer relevance is king.
CONSUMER DYNAMICS
CHALLENGES FOR CPG COMPANIES
Anytime,
anywhere
shopping
Are
digital,
social,
mobile
Tight
margins
Expect
customization
and relevance
Need to know
consumers
deeply
Increased
competition
KIOSK
In this environment,
companies need to
provide seamless, relevant
multi-channel experiences,
leveraging digital and
social capabilities and
consumer analytics to
sustain brand awareness, SOCIAL
attract new consumers
and develop loyalty
programs.
CALL CENTER
eCOMMERCE
CONSUMER DB
CONSUMER
ENGAGEMENT
CENTER
ANALYTICS
WEB
PORTAL
DIGITAL
CONTENT
MANAGEMENT
cRM
TECHNOLOGIES
KNOWLEDGE
BASE
eCOMMERCE
SOCIAL
CROSS-CHANNEL
ENGAGEMENT
CAMPAIGN INTERACTIONS BACKED
BY CONSUMER DATA
This closed-loop multi-channel approach
starts with the consumer and works
backwards, and is enabled by leading
digital technology and new capabilities.
COUPONING
& LOYALTY
MOBILITY
RETAILER
MOBILE
CHANNELS
CHAT
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.
KEY SERVICE
COMPONENTS
CONSUMER EXPERIENCE
JOURNEY DESIGN
+
ENABLING
TECHNOLOGIES
Interaction
Mgmt.
Services
Core
Campaign
Services
Analytics
Services
Supporting
Services
Operating
Model
Change
Mgmt.
+
Consists of:
• SaaS • Pre-configured assets • Partnership with vendors
• Analytics as a service • Consulting / outsourcing
PRICING:
• Per user per month • Transaction based • Value based
Design end-to-end consumer experience
journeys to achieve specific business outcomes:
reduce operating costs, increase revenue, drive innovation,
improve engagement, enhance consumer experience.
Develop BRAND
Advocates
Acquire New
Consumers
Increase consumer
satisfaction
Qualified > Advocate:
Identify brand advocates
to drive ratings and
reviews while building
loyalty.
Unknown > Qualified:
Turning non-registered
into qualified consumers
to sell or upsell and
serve better.
Complaint > Upsell:
Increase consumer
satisfaction score by
delivering an additional
value.
Drive direct-toconsumer sales
Trialist > Repeat:
Deliver personalized
consumer experience to
increase usage, regimen
or purchase frequency.
Consumer visits
product online.
Leverage Consumer
Innovation
Increase sales
through eRetailers
Insight > Innovation:
Understanding multichannel trends to drive
product innovation.
Consider > Trial:
Deliver seamless
experience to consumers
across touch points to
increase sales at retailers.
Company combines
purchase history with
segment analytics to
identify products she
may like.
Consumer purchases
product.
@
Company identifies
consumer interest.
Company saves
purchase and
interaction history.
Consumer receives
eCoupon for
product discount.
Consumer
Consumer sees
product in store.
Company sends
consumer tailored
email offer based
on preferences.
Friends recommend
product.
Consumer
Consumer purchases
product.
Consumer purchases
more products.
CONSUMER EXPERIENCE
JOURNEY DESIGN
ENABLING
TECHNOLOGIES
KEY SERVICE
COMPONENTS
+
+
Deliver business outcomes through
Accenture Perfect Consumer Engagement.
ENGAGEMENT
INCREASED REVENUE
INNOVATION
REDUCED COST
CRISIS MANAGEMENT
640%
27%
166 K+
12%
$180M
15%
$10 M
2,000+ 30%
increase in
consumer engagement
in one month.
increased satisfaction
with online
communities.
eCoupon
redemption rate.
net benefits from
new community
credit card.
new product and
experience ideas.
successful arrangements
with innovation
partners.
of calls shifted
to social. Eight times
cheaper.
reduction in contacts
with peer-to-peer
support.
saved by averting
10% fall in share price.
1.2 M
negative YouTube video
views forestalled.