Technology outsourcing company Accenture has launched Accenture Genome, a personalization technology to enable brands to create individualized experiences based on individual customers’ motivations.
Because the top 20 percent of customers represent 80 percent of the profits, companies cannot afford to treat their most valuable customers as segments. The Accenture Genome personalization technology will assist businesses to compete in today’s digital marketplace.
Accenture Genome — developed by Accenture Interactive in association with Accenture Labs — leverages customer interactions to create Living Profiles based on the unique aspects of an individual.
Living Profiles shed light on a person’s unique needs, wants and preferences, and can inspire the creation of new experiences, products and services. Living Profiles enable brands to engage much like a personal assistant, concierge or shopper, resulting in a personal customer experience – and relationship.
In addition, the Living Profiles form a unique asset for the enterprise that is richer, more dynamic, and at a much greater scale than traditional market research. This collection of voices is invaluable intellectual property (IP) that can drive new forms of innovation across marketing, merchandising and service design.
Living Profiles are based on individual’s interactions with brands and evolve in real-time. Accenture Genome begins by deconstructing each interaction, such as purchases, emails opened, events attended, and social posts they like. In doing so it creates a unique set of attributes, or DNA, for each interaction that can be mapped to a customer’s Living Profile.
“We saw an opportunity to revisit, reimagine, and innovate how to understand customers, taking advantage of the changing data landscape, such as significant increases in accessible data, advancements in algorithms, and improvements in the performance of today’s data platforms,” said Mary Hamilton, Digital Experiences R&D Lead at Accenture Labs.
