accenture interactive - afsug interactive ... success comes from a customer-focused digital...
TRANSCRIPT
Accenture InteractiveThe journey to a seamless customerexperience powered by Digital
The Digital User View Point
Agenda
The DigitalImperative
The Journeyto Success
The Nuts& Bolts
One: The Digital Imperative
Sources: Accenture, Interbrand, Juniper Research, Google, Jack Morton
Digital is changing the world.
98% of consumersmove sequentially between
screens & devices tocomplete a task
Reviews and word of mouthare increasing their influence
on consumer trust(3-5X more than
TV/radio ads)
The wearable devicesmarket will grow from$1.4 billion this year to
$19 billion by 2018
4 of the 5top global brands are
digital at the core
(Apple, Google, IBM & Microsoft)
Amazon and eBayare the only pure
retailers on the list of thetop 100 brands
80% of consumersare more likely to recommend
a brand that offers asimpler experience
Shopping Entertainment Learning Exercising Traveling Paying
…and all aspects of our lives.
Digital realities we can’t escape
Customers areempoweredDelight and disdain will be broadcastSwitching is easier than ever
Platforms and deviceschange the playing fieldMedia, devices and platformscontinue to be democratizedPace of technology and deviceinnovation is unprecedented
There is a newface of competitionNew digital competitors arere-imagining servicesNew partnerships and newecosystems being formed
Engagement ison their termsThe “funnel” is not linear, norcircularLines are blurring betweenmarketing, commerce and service
Primacy of the Customer
Are you prepared?
Who are your future customersand influencers?
How do you delight your customersanywhere, every time?
Who are your future competitorsand partners?
What business are you really in?
Enduring customer relevance at scale
Success comes from a customer-focused digital transformationthat prioritizes a superior experience and aligns internalorganization, processes and technology to enable it.
The business imperative is to achieve…
Enduring customer relevance requires three key elements.
DELIGHT YOUR CUSTOMERSUnderstand your customer to design delightfulomni-channel experiences and servicesRelevant, Elegant, Simple
RE-ORIENT YOUR BUSINESSTransform the business and operatingmodels towards customer-centricityand agility while infusing innovationand analytics into the core cultureEffective, Agile, Delivers ROI
FLEX YOUR PLATFORMPower the business and customerexperiences by optimizing the marketing,content, and commerce technology andoperations — scaled as needed to performRobust, Scalable, Deployed Fast
Time
DisruptNew products & servicesRedefined customerexpectationsNew distribution modelsNew value propositions
DifferentiateNew customerexperiencePivot businessmodel using digital
DriveDefend your corebusiness and meetcustomer expectationsUnlock efficienciesfor customer interactions
By combining all three elements,breakthrough outcomes are possible.
Busi
ness
Bene
fits
Customer
Platforms
Business
Two: The Journey to Success
• Luxury Brand
• 200 + Stores
• Rapid Growth
• > 50% Digital Sales
• 42 Countries
• Increasing Competition
Our Client is embracing an OmniCommerce visionto meet changing customer needs…
Channels toConsumer
Social & PersonalRelationships
Focus on the customer journey& experience is critical
Connectingthe Interactions
Order Management& Fulfilment
Customer Insight
CRM and Analytics
Marketing
CampaignManagement
… and continuing to grow by making the shift
... ADOPT enterprisestandard platform to drive
Operational Excellence
New Geo/Services
StoreOperations
Replenishment& Forecasting
Global Stockvisibility
Ensure BCP
B2B & B2CCtr. Mngmt
WorldwideOrder Mngmt
GlobalDistribution
Omnichannel
BusinessSynergies
Micro-segmentation
Personalization
Social Media
Availability
Localization
... ADAPT newtechnologies to enable
evolving Sales &Marketing strategies
This is executed through bringing the best outof two strategic retail platforms
Sales
Marketing
Operations
Financial & Control
Decision Support
Master Data
ChannelIntegration
Functional Examples:Strong CRM
Cross-channel capabilitiesUsability and performance
Product availabilityManagement dashboard and key KPIs
Information
End-to-endbusiness processes
Service excellence
New functionalities
Seamless cross-channel
Scalable andflexible systems
The benefits are numerous …
… and are deliveredthrough a unified business,IS and partner team
Business
IS LeadingPartners
The Experience
The Framework
The Content
Headquarters &
Three: The Nuts & Bolts
Solution Architecture overviewthrough a client example
Johnson and Johnson asked Accenture to make a easier and more cost effective B2B e-commerceplatform for the pharma and medical devices and diagnostics division in LATAM countries as a pilot.Since then J&J divisions of North America has adopted the same strategy and has signed upAccenture to do their multi brand roll out for all of North America for Pharma and MD&D…
Global B2B eCommerce
Complete solution based on Hybris & SAPApproach
PCM
My account
Order entry Order review Order submit
Catalog
Orders
Base hybris B2B and B2C Functionality
Opportunities
Cart
Web methods / PI / Integration layer
SAP ECC / MDM / ABAPSAP CRMActive directorySSO
Acc
entu
rere
spon
sibi
lity
Clie
ntre
spon
sibi
lity
Account admin
BI
Reporting
Profiles
A typical logical architecture
Quotes Credit check
Cart Checkout
Registration Grid ordering
Order templates
MDM MD&DSAP
Web Methods / PI / Integration Bus
J&J InternalSSO Celum
User management
Browse Search
Orders
Notifications
Reports
PIM / PCM
Celum
3rd partyintegrations
Googleanalytics
…etc.
Pricing
Catalog
User admin
Legacy back end systems will be integrated with the same ESB, to comply with platform standards
ContractPricing
Listpricing
Price quoteseligibility
Order previewand create
InvoicesReports
Account profile
…etc. …etc.
…etc. …etc.
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ISIS
Note: Work in progress. Details under investigation.
FedEx /UPS
Paymetric'sdata
intercept
OrderHistory
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LOTMaster
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Solr search
MDM
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