Overview
From traditional CRM technology to campaign management and personalization, there's a wide range of technologies out there to help companies develop products and services around the customer experience.
But what's increasingly critical is the role played by each of these tools to provide winning capabilities as effectively and efficiently as possible. What's urgently needed is an architecture that allows companies to harness the exact technologies needed to replace legacy campaign marketing with a single, cohesive, and holistic approach - built around the customer.
That's the challenge we set out to solve. The Accenture Intelligent Personalization Platform is a reference architecture that allows companies to:
- Get to know their customers by integrating multiple sources of information and signals from each interaction
- Use that information to generate relevant insights that can be acted upon
- Communicate with customers consistently across channels
Pega Customer Decision HubTM is at the heart of this platform. Accenture Intelligent Personalization Platform helps clients understand how Customer Decision Hub seamlessly integrates with other components in the customer experience architecture, including customer data platform, data lakes, content repositories, campaign management, and other components. It also provides reference models, accelerators, and a live reference architecture that helps clients map strategic value objectives to journeys to technology.
Key Features
- Intelligent management of customer experience from acquisition and point of sale through retention and loyalty.
- Strategic facilitation and improvement of marketing messages with an integrated customer engagement approach, including the adoption of solutions-based marketing.
- Dynamic unification of data, analytics, and channels to create a robust customer-focused experience.
- Next-step forecasting with intelligent suggestions for continuing the customer journey.
- Ability to creatively bundle new and innovative market propositions by partnering with other organizations.
- Centralized decisioning for streamlining changes across the platform.
- Real-time decisioning and analytics to provide a seamless experience for both the company and the customer.
- Predictive, omni-present, and defined services to meet the customer where they are in their journey.
- Intelligent data about each individual customer to enable proactive conversations.
Resources
Partner Name
Accenture
Tags
- Pega Products: Pega Marketing
- Industry: Financial Services
- Pega Version compatibility: 8.5
Offering Type
Packaged Service OfferingCertainly! From the mentioned article, the focus is on enhancing customer experience through technologies like CRM, campaign management, personalization, and an architecture that integrates these tools effectively. Two key platforms mentioned are the Accenture Intelligent Personalization Platform and Pega Customer Decision HubTM, both aiming to revolutionize customer-centric approaches for companies. Let me break down the concepts involved:
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CRM Technology: Customer Relationship Management (CRM) tools help manage interactions and relationships with potential and existing customers. These tools often involve data analysis, customer interaction tracking, and streamlining sales and marketing processes.
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Campaign Management: Refers to the process of designing, executing, and analyzing marketing campaigns. It involves strategies to reach and engage with target audiences through various channels like email, social media, or advertising.
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Personalization: Tailoring products, services, or content to individual customers' preferences or behaviors. It uses data and technology to create a more customized experience, improving customer satisfaction and loyalty.
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Architecture for Customer Experience: An integrated system or framework that combines various technologies and tools (like CRM, campaign management, etc.) to provide a cohesive and holistic approach centered around the customer.
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Accenture Intelligent Personalization Platform: A reference architecture designed to integrate multiple data sources, generate actionable insights from customer information, enable consistent communication across channels, and facilitate strategic value mapping for client journeys using components like Customer Decision Hub, data platforms, content repositories, etc.
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Pega Customer Decision HubTM: Positioned as a core component within the Accenture Intelligent Personalization Platform, it serves to seamlessly integrate with other parts of the customer experience architecture, providing centralized decision-making capabilities and real-time analytics.
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Key Features of the Platform: These include managing the customer experience from acquisition to loyalty, improving marketing messages, dynamic data unification, forecasting customer journeys, partnership opportunities, centralized decision-making, real-time analytics, personalized services, and proactive customer conversations.
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Resources: Mentioned resources like brochures and infographics provide further insights and details about the Accenture Intelligent Personalization Platform.
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Tags and Partner Information: Specific information regarding the technologies involved, industry focus (Financial Services), Pega version compatibility, and packaged service offerings related to Pega Marketing.
The described architecture and platforms aim to revolutionize how companies engage with their customers, offering personalized, data-driven, and seamless experiences across various touchpoints.
