accenture interactive - living services
Post on 16-Jan-2017
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PEOPLE AS THE DIGITAL
DIFFERENTIATOR
D i g i t a l D i s r u p t , A u c k l a n d 1 6 A u g u s t 2 0 1 6
B e n M o r g a n - D i g i t a l D i r e c t o r , A c c e n t u r e I n t e r a c t i v e
@ b m _ m o r g a n
1. WHAT’S GOING ON IN DIGITAL?
2. HUMANS AT THE HEART OF DIGITAL
3. THE IMPLICATIONS
W H A T W E ’ L L C O V E R
1. WHAT’S GOING ON IN DIGITAL?
2. HUMANS AT THE HEART OF DIGITAL
3. THE IMPLICATIONS
W H A T W E ’ L L C O V E R
WE CAN NOW MAKE ANYTHING
WE CAN IMAGINE
1977
STAR WARS
1977
STAR WARS
STAR WARS1977
1982
KNIGHT RIDER
1982
KNIGHT RIDER
KNIGHT RIDER1982
2013
HER
2013
HER
HER2013
1962
JAMES BONDSUPER VILLAIN
1962
JAMES BONDSUPER VILLAIN
JAMES BONDSUPER VILLAIN
1962
Speed of change will increase
Anything we can imagine we can make
People are getting used to ‘amazing’ experiences
K E Y T A K E A W A Y S
THE ERA OF
LIVING SERVICES
LIVING SERVICES
ARE THE RESULT
OF TWO FORCES
THE DIGITIZATION OF EVERYTHING
AND
LIQUID EXPECTATIONS
CUSTOMER EXPECTATIONSARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
Services that directly compete with yours
DIRECT COMPETITORS
CUSTOMER EXPECTATIONSARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
CUSTOMER EXPECTATIONSARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
EXPERIENTIAL COMPETITORS
Services that ( partially ) replace the need for yours
DIRECT COMPETITORS
CUSTOMER EXPECTATIONSARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
DIRECT COMPETITORS
EXPERIENTIAL COMPETITORS
Services that change customer expectations – and raise them for yours
PERCEPTUAL COMPETITORS
WEB & INTERNET
2000
MOBILITY
2010s
LIVING SERVICES
WE’VE COME A LONG WAY
1990s
LIVING?
• They are tailored and live around the individual – flex to
meet each person’s needs and preferences
• They evolve: They constantly learn more about our
needs, intents, preferences, and change in real time
• They are very proximate to us in the environment –
think wearables and nearables
Digital Complexity is growing
Digital is integral in everything, not a separate thing
Opportunities for transformation
are everywhere
K E Y T A K E A W A Y S
1. WHAT’S GOING ON IN DIGITAL?
2. HUMANS AT THE HEART OF DIGITAL
3. THE IMPLICATIONS
W H A T W E ’ L L C O V E R
WHY BOTHER WITH
MESSY HUMANS?
TAKE THE PAIN AND ANXIETY OUT OF HOME BUYING / GIVE FIELD WORKERS HANDS-FREE ACCESS
TO LATEST CUSTOMER DATA / RE-IMAGINE THE HOTEL EXPERIENCE FOR THE NEXT GENERATION TRAVELER
/ TRANSFORM A COMPLEX CONNECTED HOME ECOSYSTEM INTO AN ELEGANT AND SIMPLE SMARTPHONE APP
/ MAKE INSURANCE RELEVANT IN THE MOBILE AGE / INNOVATE THE EMPLOYEE ENGAGEMENT EXPERIENCE /
CREATE A GLOBAL DESIGN-LED INNOVATION INCUBATOR / TAKE THE HASSLE OUT OF PUBLIC TRANSPORT / PUT
THE CUSTOMER AT THE CENTER FOR THE ENERGY INDUSTRY / INVENT NEW PROPOSITIONS TO DRIVE YOUTH
ENGAGEMENT / FORECAST THE FUTURE OF AN INTEGRATED HEALTHCARE PROVIDER / RE-IMAGINE WHAT A BILL IS
ALL ABOUT / UNLEASH DESIGN
TO HELP EMPLOYEES MAKE SMART DECISIONS AND GET THEIR JOB DONE EFFICIENTLY / CREATE A
360-DEGREE VIEW OF CUSTOMERS, TO BE ABLE TO SERVE THEM BETTER / INVENT THE CUSTOMER EXPERIENCE
STRATEGY FOR MAJOR CORPORATIONS / RE-ENERGIZE THE EXPERIENCE OF A COMPUTER HISTORY MUSEUM /
HELP BANKS ENGAGE MEANINGFULLY WITH THE MOBILE GENERATION / RADICALLY SIMPLIFY CITIZENS’
INTERACTIONS WITH THEIR GOVERNMENTS / MAKE BIG BRANDS RELEVANT IN DIGITAL ECOSYSTEMS / TEACH
CLIENTS TO FISH (BUILD DESIGN AWARENESS AND CAPABILITY) / CHANGE CAR MANUFACTURERS TO SERVICE
ORGANIZATIONS / HELP PEOPLE GROW THEIR MONEY FASTER /
AND THE BIG CHALLENGES ARE INHERENTLY HUMAN CHALLENGES
WE NEED BIG THINGS DONE IN DIGITAL
DELIGHT PEOPLE
FLEX YOUR PLATFORM
RE-ORIENT YOUR BUSINESS
Transform the business and operating models
towards customer-centricity and agility
Understand your customer to design elegant and
simple experiences and services
Power the customer experience by optimizing
technology and scaling as needed
ABOVE-SURFACE ACTION DIFFERENTIATESIN WAYS THAT TECH OR BUSINESS CASE INNOVATION DOESN’T ANYMORE
OUR EXPERIENCE SAYS SO
ACCENTURE TECH VISION 2016
Mobile Commerce
800% increase in mobile app usage – fastest
growth across industries. App rating improved
from 1 star to 4 ½ stars.
Re-invented Phone Bill
70% of customers took the digital bill into use.
Of those, 50% stopped calling service center
each month.
Mobile Banking
From 0.89% of transactions on mobile to 35%
of transactions on mobile, in three years. 375M+ annual
transactions on mobile.
EXAMPLES OF GROWTH AND EFFICIENCY
32
THE MARKET SAYS PEOPLE-CENTRICITY WINS
The Age of the Customer
Empowered customers are shaping business strategy. Simply put,
customers expect consistent and high-value in-person and digital
experiences. They don't care if building these experiences is hard.
- Forrester
Design in Tech Matters
Experience matters a lot because we experience digital products a lot.
- John Maeda, KCBP
Customer Service Differentiation
89% of companies believe customer services will be the primary basis
for competition by 2016 vs. 36% four years ago.
- Gartner
Design-driven companies have shown a
10-year shareholder return of 219% over
that of the S&P 500 index from 2004-
2015.
- DMI
Customer-Centricity drives value
33
WHY PEOPLE-LED?
Liquid expectations changes everything
It’s cheaper, quicker and easier to build a in the digital age
Sustainable differentiation is only possible through a unique experience
The business evidence is now compelling – this is the route to go.
1. WHAT’S GOING ON IN DIGITAL?
2. HUMANS AT THE HEART OF DIGITAL
3. THE IMPLICATIONS
W H A T W E ’ L L C O V E R
FLIP THE THINKING!
THINGS
FROM
If door is unlocked, send message to alert owner
If there is smoke, then notify my phone.
Use mobile phone app to turn on/off lights in the home.
PEOPLE
TO
Only alert owner if someone else walked through the door and they’re not home
My kids are safe, the stove is now off, and the nanny opened the window.
Use wall switches or motion detectors to control lights.
CUSTOMER LOYALTY
BEING LOYAL TO CUSTOMERS
TOFROM
EMPOWERING THEM WITH
DIGITAL
REPLACING EMPLOYEES WITH
DIGITAL
FROM TO
TRANSACTION SERVICE
TOFROM
OPTIMIZING IN SILOS
DESIGNING FORCONVERSATIONS
TOFROM
MLP*MVP
*MINIMUM LOVABLE PRODUCT
DELIGHTFUL
VALUABLE
USABLE
FEASIBLE
TOFROM
IMPLICATIONS FOR YOU
We need to flip our thinking from focusing on things to
focusing on people. Rather than customer loyalty, how to be loyal to
customers. From removing employees to empowering them. From
minimum viable to minimum lovable.
On the surface we see technology as the driving force,
but it is really humans who are at the heart of digital.
Human capital + digital is the killer combo (it’s not either/or).
DIGITAL TRANSFORMATION STEPS
1. Digitize existing processes end experiences
2. Let machines do things that are easy to automate
3. Use digital to enable your workforce
4. Use digital to create new propositions and new value
Always: Start and end with people and their needs –customers, employees, citizens, patients, decision makers
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