WE’VE BECOME OBSESSED WITH OUR PHONES
SAYS ACCENTURE’S VICKY GODOLPHIN
The above headline is actually what I was told by Vicky Godolphin, Head of Digital
at Accenture, when I met up with her recently at the ‘Going for Growth’ conference
It’s only just over 10 years since the iphone came
out and in that short time people have become obsessed.
For 65% of us apparently, the last thing we
do before going to sleep at night and the first thing
we do when we wake up, is look at our phone.
Most of us appreciate what Vicky says is true,
but do we recognise this in the way we carry out
our own marketing and operational objectives?
Can you truly say your company has been ‘Digitally
Transformed’, an expression I picked up at the
conference, which I have to say was excellent,
organised by Penton Publications. Prior to speaking
with me, Vicky was on stage delivering an
extremely informative talk on exactly this subject,
which drew many questions from the delegates.
In the press, on the podium and directly to me,
Vicky said “Customers really want to control their
experiences and their interactions far more today.
As consumers, we now expect to be stimulated,
surprised and delighted with all our online
interactions, but his can be hugely demanding for
businesses to work out what each of us want. We
must however consider that the traditional shop
model will in the future be morphed into more of a
destination, rather than simply being an outlet to
“Businesses need to be looking at real game
changing technologies, which doesn’t necessarily
mean the most expensive. It just means picking
the right kind of technology to deliver the right
kind of experience for your business. Using smart
technology in a smart way is the key.”
Smart words indeed from Vicky who has over
15 years of experience successfully delivering
large scale transformation and change programmes,
including multi-channel, marketing and
customer change, post-merger integration and
operating model change. With global experience,
Vicky has worked in Australia, New Zealand, Asia
Complimenting this article are some snippets
from the Accenture annual Global Consumer
Survey which assesses consumer attitudes
toward customer service and marketing and sales
practices sourced from more than 10,000 people
in 27 countries, including Australia, Belgium,
Brazil, Canada, China, France, Germany, India, Italy,
Japan, Mexico, Singapore, South Africa, Spain, the
United Kingdom and the United States.
Companies that don’t deliver on customer service
are likely to be punished as 91% of consumers
are likely to tell others about their experience and
almost 3 out of 10 (29%) are also likely to post bad
Competitive pricing continues to be a major
driver for consumers with 27% citing it as the
most important quality they seek when it comes
to companies they will do business with.
Only 15% say that they feel loyal to their providers.
However, the research shows that loyalty
programmes can be a powerful tool for retaining
customers in particular industries with between
42% (hotels) and 60% (retail) of respondents who
participate in loyalty programmes, saying they
are persuaded to stick with the companies that
74% search for information about companies
and their offerings online on a frequent basis (a
few times a week to a few times a month), while
67% now use social media to explore company
products and offerings.
46% write about personal experiences on
social media sites with 16% engaging in this kind
of activity at least several times a month. When
online, 36% of consumers trust comments about
companies and brands by people they know and
over a quarter of respondents (26%) agree that
negative comments impact on their purchasing
60% will not accept lower levels of product
quality for the lowest price, while 39% refuse to
compromise on lower levels of customer service..
49% of consumers expect more from customer
service than they did a year ago. 78% expect
service to be easier to obtain; 64% expect it to be
faster, while 63% expect a more knowledgeable
customer service agent.
in Dublin. Words: Nick Needs
Vicky Godolphin, Head of Digital at Accenture.