accenture : analytics survey, mai 2011

Copyright © 2010 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

Customer Analytics Survey

May 2011

Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

Accenture Analytics

Summary of key findings

2Copyright © 2010 Accenture All Rights Reserved.

• Accenture’s Customer Analytics Survey of 800 directors and senior managers at blue chip

organizations in Brazil, China, Germany, Italy, Japan, Spain, United Kingdom & Ireland and the

US and Canada showed that more than half (55 percent) of respondents felt their methods for

segmenting customers and providing relevant experiences are either “ideal” or “very good

However, more than half of the organizations surveyed do not take advantage of analytics to help

them target, service or interact with customers. Most organizations accept they could benefit from an

improved use of customer analytics

•When making decisions about what customers want, many organizations are just as likely to rely on

personal experience as analysis of data and facts

•Even amongst organizations actively using analytics in marketing, sales and service, most are not

applying it broadly across the full spectrum of marketing and customer activities such as pricing,

product/service delivery, and product development

•Less analytically mature firms are much more likely to perceive their data sources as accurate and

reliable than organizations with more developed analytic capabilities

• Corporate culture also poses challenges. While almost 70 percent of respondents said their senior

management was totally or highly committed to analytics and fact based decision making, corporate

culture still presents a major barrier

http://www.accenture.com/us-en/consulting/analytics/Pages/index.aspx

Extent to which organizations are taking advantage of analytics to target, service or interact with customers

Copyright © 2011 Accenture All Rights Reserved.

0

10

20

30

40

50

60

Using analytics for none of the 6

Using for any 1 Using for any 2 Using for any 3 Using for any 4 Using for any 5 Using far all 6

1

33

36

17

10

3

0

%ages

The 6 areas or functions are Sales, Marketing, Customer service, Product/service

pricing, Product/service delivery and New product/service development

70% us analytics for just 2 of the

functions or fewer.

Areas in which organizations would benefit, and by how much, from a greater or more sophisticated use of analytics


0 10 20 30 40 50 60 70 80

Sales

Marketing

Customer service

Product/service pricing

Product/service delivery

New product/service development

Competitive position

Market profile/company image

27

23

32

12

14

17

16

18

55

57

57

44

43

45

45

50

Would benefit at all (1+2) % Would benefit greatly (1) %

Most organizations accept they

could benefit from an improved

use of customer analytics


0 10 20 30 40 50 60 70 80 90 100

Sales

Marketing

Customer Service

Product/service pricing

Product/service delivery

New product/service development

61

35

56

86

77

59

%ages not using analytics in each area

Extent to which even analytically minded organizations are missing

opportunities. Proportions of major users of customer analytics not using for……………..


0

10

20

30

40

50

60

70

Total Most analytically mature Least analytically mature

32 32 33

%ages saying to a great extent

Extent to which customer and prospect data and analytics provides

Sales and Marketing functions with an important asset from which

new ideas and opportunities are regularly generated

7

0 5 10 15 20 25 30 35 40

Customer activity by channel

Marketing campaign performance/ROI

Customer service performance

Determining reasons for losing customers

Individual customer revenue

Sales team management

Speed of customer return

Speed/level of customer activity

32

25

29

28

21

27

23

26

%ages saying very beneficial

Extent to which analytics has been beneficial in understanding….. Proportions saying very beneficial

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0 5 10 15 20 25 30 35 40

Simple data and facts

More complex data analysis

Intuition

Personal experience

Consultation with colleagues

22

17

12

23

15

Very important %

When making decisions about what

customers want , many organizations

are just as likely to rely on personal

experience as on analysis of simple data

and facts

Resources used by senior managers when making decisions about

what their customers want

Frequency of use of customer analytics in each area


0

5

10

15

20

25

30

35

40

Sales Marketing Customer service

23 23

21

%age saying very frequently

Perceived quality of customer and prospect data taken as a whole Proportion describing data as “extremely clean” in each aspect


0 10 20 30 40 50 60

Accuracy

Format

Completeness

Consistency

Level of integration

Ease of use/understanding

Accessibility

45

26

30

22

9

24

16

19

9

16

27

13

11

15

Most analytically mature companies %

Least analytically mature companies %

In many areas poor analytical users

say their data is cleaner. This

probably reflects a lack of awareness

of its poor quality caused by limited

use - “blissful ignorance”

How well organizations claim to segment and manage different types of customers and prospects


0

10

20

30

40

50

60

70

80

Total

10

45

40

5

1

Ideal or close to it % Very good % Quite good % Pretty poor % Not very well at all %

More than half (55 %) of respondents felt their methods for segmenting customers and providing

relevant experiences are either “ideal” or “very good.

What is holding organizations back? Perceived barriers to improving customer management activities and driving better decision making


0 10 20 30 40 50 60 70

Corporate culture

Culture within sales, marketing and customer service

Lack of senior managment support

Budget limitations

Technology limitations

Data quality limitations

Staff skills limitations

42

29

31

29

36

25

22

33

40

45

47

35

25

33

Most analytically mature companies %

Least analytically mature companies %

Corporate culture at the

organization, departmental and

senior management level,

poses a real challenge

Commitment of the senior Sales and Marketing management teams to analytics and fact-based decision making


0

10

20

30

40

50

60

70

Total

18

50

26

6

0

Totally committed % Highly committed % Somewhat committed % Not very committed % Not at all committed %

68 per cent of senior S+M teams are at least highly

committed so this is not a major barrier to improved

use of analytics in most companies

Extent to which organizations use customer data as a predictive tool for…………


0

10

20

30

40

50

60

70

Sales growthCompetitor performance/activityMarket trends Price movement Product life cycleNew product/service opportunity

39

32

26

31

26

36

%ages saying to a great extent

Again only between approximately one quarter and one third of

companies use analytics as a predictive tool in any of these areas

How beneficial the use of analytics has been for understanding (By customer type)

Marketing campaign performance/ROI


25

43

68

25

45

71

39

34

73

0

10

20

30

40

50

60

70

80

90

100

Total Primarily B2B Primarily B2C

Very benefical % (1) Quite benefical % (2) At least quite % (1+2)

Which of the following are barriers to improving your customer management activities and driving better decision making?

B2B


34

41

26

34

32

32

25

0 5 10 15 20 25 30 35 40 45 50

Corporate culture

Culture within the sales team,

marketing and customer service

function

Lack of senior management support

Budget limitations




Yes %


Which of the following are barriers to improving your customer management

activities and driving better decision making?

B2C

40

39

36

38

44

26

36

0 5 10 15 20 25 30 35 40 45 50

Corporate culture

Culture within the sales team,

marketing and customer service

function

Lack of senior management support

Budget limitations




Yes %