accenture interactive - afsug interactive ... success comes from a customer-focused digital...

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.

+

^

^

^

^

^

+

^^

+ +

^

+

^

^

^

^

^

^

^

^

^

^

^

^

^

^

^

+ Added

Extended+

+

Invoices ^

ISIS

Note: Work in progress. Details under investigation.

FedEx /UPS

Paymetric'sdata

intercept

OrderHistory

^

^

LOTMaster

^

^

Solr search

MDM

+

+

ConsumerSAP

+

+

Login ^

Confirmations

^

^

Territory

^

^

+

+

USPSCatalog

syndication+

Catalogpunch-out+

What can we do for you?

Mark Cottonmark.cotton@accenture.com

Souvik Banerjeesouvik.d.banerjee@accenture.com