Personalization: Customer Genomes and the Power of Why
The digitization of everything has shifted power from companies to customers. Personalized, customer-created experiences – rather than company-defined journeys – are the key to success. To deliver on the personalization promise, brands must design continuous experiences that use advanced, high-velocity data ingestion and real-time application, based on an intimate understanding of each customer’s preferences, passions and needs.
In this talk we’ll discuss the market and human forces driving this new era, the paradigm shift from tracking What customers do to uncovering ‘why’ they do it, and what to expect for the future state of personalization. As part of the future state, we’ll also discuss the Accenture Genome, a personalization technology accelerator that enables brands to create experiences curated uniquely to each individual’s Why, orchestrated seamlessly across digital and physical touchpoints.