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Experience Transformation

Organization Experience Business

Case Study

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Experience as our new center of gravity

Customers want the balance of power upended – they want services and experiences on their terms.

Our research and analysis indicates that redefining the customer experience means broadening the aperture to be more inclusive, personalized across moments and touchpoints, offering up more choices, making things simpler to engender a sense of trust and advocacy.

These sea changes need to be addressed with a bias to action: a technology-enabled omnichannel experience that requires alignment across the entirety of the organization.

Delivering Experience Transformation

To activate your Experience and exceptional OMNI engagement we:

  1. Build consumer frameworks
  2. Iterate through design sprints
  3. Solve the right problems with consumer research

1. Build consumer frameworks

Consumer frameworks such as mindsets and journeys are key tools to build consensus across an organization. They form a common baseline of understanding -- the actions, needs, emotions, and pain points — of your customers. In turn, this surfaces the right opportunities and innovative solutions to pursue.

“Experience Transformation dramatically elevated our client’s perception of Accenture. The C-suite at BCBSMA sees us not only as one of the best growth strategy consultants out there, but more importantly as a partner that can take high level strategy and work side-by-side with clients to implement the strategy, while gaining buy-in from leadership and exciting client teams about the work and the value it will bring to their organization.” Tom Conroy, Accenture MD

Combining segments with mindsets provides insights into who your customers are, what products are a best fit, and the ‘why’ behind their behaviors.

Insights dashboard tethered to journeys

Leveraging both qualitative and quantiative data, the customer journey provides dynamic, tangible insights for innovation. As an empathy tool, it aligns and informs decision-making.

Multi-dimensional mindsets

Mindsets allow us to rationalize the complexity of our customer’s beliefs and behaviors informing their decision-making. Mindsets do not rely on demographics and allow us to understand our customers beyond the surface.

No. 1
The Reliant Relies on trusted sources with familiar pathways for immediate health needs.
Priority Readiness Reliance
No. 2
The Assistant Coach Depends on experts for guidance on bettering care outcomes they are focused on.
Priority Readiness Reliance
No. 3
The Defender Seeks proven pathways to aid in immediate health needs.
Priority Readiness Reliance
No. 4
The Explorer Explores all the options to achieve the best care experience.
Priority Readiness Reliance
No. 5
The Follower Leans on known experts to maintain their health.
Priority Readiness Reliance
No. 6
The Student Takes advice to improve their overall wellbeing.
Priority Readiness Reliance
No. 7
The Auto-Pilot Knows which pathways will support their long-term health needs.
Priority Readiness Reliance
No. 8
The Peruser Browses different options for self improvement.
Priority Readiness Reliance
Above: Example of mindsets identified for BCBSMA.

2. Iterate through design sprints

To mitigate risk, imbue human-centered design methodologies into sprint-cycles to deliver immediate impact that consumers need, want, and use. Iteration with customers at the center is a recipe for best-in-class innovation.

Design sprints strengthen the credibility of CX as an opportunity to delivery tangible and transformative capabilities at record speed.

In 2-weeks, we can:

  1. Deliver on an immediate need
  2. Win over cross-functional players
  3. Spark inspiration through the possibilites of CX

This is made possible through cross-functional client participation and engagement. First, our teams identify a product/service in need. Then, we partner with a diverse team of designers, strategists, and practitioners to deliver innovative solutions.

3. Solve the right problems with consumer research

Your customers are not a monolith, and the goal of research is to understand your customer segments. We learn what drives them, what actions they take, what relationships are important in decision-making, and key moments when trust is built or lost.

Our ethos is to listen, understand, create with, and design for the customer's voice.

Our responsibility is to uncover the needs and pain points customers face, especially those who rarely have a seat at the table.

We seek to understand who our client’s have focused on in the past and who they need to focus on in the future — emphasizing the question of WHO those customers are. Whether it’s expanding our audience based on health literacy, affluence, or race and ethnicity — we design for the few, rather than the majority, to truly make an impact.

By embedding customers into the development process, we ensure their needs are integrated into solutioning, design, and iterations.

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Blue Cross Blue Shield of Massachusetts