Accenture Song Design for Car Phygital.pdf

Accenture Song Design for BMW_Phygital

1. A taste of our
phygitalfutures
BMW event | 13.12.2022

2. 2
Joel Van Durme
Stephanie HelouHi, BMW!
We are Accenture Song.

3. 3
The future is
phygital.
What’s in it for BMW and
their customers, in 4+1
chapters.
Relevance
Brand experience
Community
Touch
Q&A

4. 4
the process of changing data into a digital form that
can be easily read and processed by a computer.1
is the use of digital technologies to change a business
model and provide new revenue and value-producing
opportunities; it is the process of moving to a digital
business.2
1. Oxford business dictionary: https://www.oxfordlearnersdictionaries.com/definition/english/digitalization
2. Gartner IT Glossary: https://www.gartner.com/en/information-technology/glossary/digitalization

5. 5
1.RelevanceIn a world where possibilities seem
endless, how to leverage data to
uncover customer insights and enable
meaningful experiences.

6. 6
Digital is no news.
People have reached a level of digital
maturity, expectation and critical eye.
In the future even more customers will
decide on how much data they share
with organisations –as a default.
Companies need to make an effort when designing for
customer value. Building people’s trust in the technology’s
ability to keep their most precious, personal data safe.
While customers expect brands to know it all and provide a
personalized experience –they are more careful with
sharing the data needed to enable that.

7. 7
Personalization has
become the imperative of
our time
of consumers expect companies to deliver
personalized interactions. And 76% get
frustrated when this doesn’t happen.3
3. Next in Personalisation 2021 report, “The value of getting personalisation right -or wrong-is multiplying”, by Nidhi Arora, Daniel
Ensslen,Lars Fiedler, Wei Wei Liu,Kelsey Robinson, Eli Stein, and Gustavo Schüler.

8. 8
Meeting customers, where theyare
What customer and vehicle data alreadyallow BMW to do
Know my taste
•Sharing relevant product and
service recommendations
•Tailoring messaging to individual
needs
•Engaging and onboarding
customers when they buy for the
first time.
Offer something just for me
•Celebrate customer milestones
and thank them for their loyalty
•Personally address
communications to them
•Offer them targeted and timely
promotions.
Check in with me
•Follow up post-purchase
•Send customers timely
communications tied to key
moments
•Send triggers based on
behavioural history.

9. 9
Understanding what
(really)
Tracking what people are doing now
is a good starting point; but being
able to understand and anticipate
what future customers want and
need,will become crucial in BMW’s
next digitalization steps.
Copyright © 2022 Accenture. All rights reserved.
Behavioural
Segmentation
As in our recent ‘Mobility
Mindsets’ global study –
contacted for VW Group. We
identified 6 key mindsets that
represent most common
behaviouralpatterns around
the world, as well as what
triggers them.
Businesses must
adapt, or risk
becoming irrelevant.

10. …while will help you
to truly understandthem.
•What motivatesthem, not just as
customers, but as people?
•Why are they attracted to some brands and
not others?
•How do their attitudesshift in different
contexts and over time?
•How do they make choices?
•What obstaclesdo they face along the
way?
Datawill be useful to learn
about your customers…
•What do we know about our customers
and how do we characterize them?
•What are their demographics (age,
income, location, etc.)?
•What service channels do they use?
•What social media do they use?
•What channels do they use to shop?
•What are their spending patterns?

11. •Your customers have more
choices than ever
•Your customers’
expectations are changing
•Industry dynamics are
changing
•There is more customer
data than ever
•You need to boost
relevance, reach, and
impact.
To be truly relevant to your customers,
you need to not only
learn about your
customers, but
deeply understand
them and know how
to take action on that
–consistently, time
and again.
11Copyright © 2022 Accenture. All rights reserved.

12. 12
2.Brand
Experience
Orchestrating opportunities to
delight across touchpoints, while
extending BMW’s premium attributes
beyond the car.

13. 13
Omnichannel is ‘the normal’
Having a consistent and highly connected experience has become the normal
Crafting ecosystem experiences has
become essential to meet today and
tomorrow’s customer expectations.
Consumers experiencing technological efficiency
from one brand then command the same level of
service across their entire shopping landscape –
regardless of industry.
To compete, businesses must increase their
omnichannel capabilities to meet consumers
divergent behaviour and evolving standards.
Experience
Expectation
Phygitalservices
New experience
standards
Purchase intentProduct

14. 14
The era of
3 types of competitors are influencing how customer expectations
are set across all industries –not just automotive
Direct competitors
Products or services that
directly compete with yours
Perceptual competitors
Companies that change
customer expectations
Experiential competitors
Experiences that set
expectations across industries

15. 15
Living brands are part of an
ecosystem
They cannot be isolated from living phygital
services, living business and data design.
You don’t control a living brand
A brand becomes a living brand when it is
experienced by people, over time and
across touchpoints.
Living brands are fluid and adapt
to changes in context.
They act in resonance with the
wider ecosystem, and transform
to survive and thrive.

16. 16
is multifaceted
Individual
Social
BMW
Cross industry
Global communities
Omnichannel touchpoints
Industry standards
Experiences
Motivations and triggers
Expectations
Values and purposePurchase behaviour
Functional + emotional needs
Cultural codes
All products and services
Phygitalstandards

17. 17
Evolving
Premium will never go out of style, but how
customers define premium experiences is changing
fast. If Amazon is the standard, can we think of
premium as…
•anticipating what people need, before they know themselves
•taking things of the thinking list; simplicity wins in an era of all-
you-can-choose
•personalisation with a human touch; "You are special, you are
seen and understood"
•24/7:being at service at all times; with a smooth customer
support processes (transitions and handovers)
•do not disturb: find the right context, cadence and tone of
voice for messaging
•just because you can access it doesn’t mean you have to use it:
be mindful and trustworthy with client's data.

18. 18Copyright © 2022 Accenture. All rights reserved.
The Climate Emergency
and the promise of
Circularity
Services like retrofitting,
refurbishing, recycling, repair
are close to the car, yetwould
provide immense value in
extending lifecycles of
products –leveraging
processes, tools and staff in
new ways.
beyond the car
The design of phygitalexperiences (both
product and services) can broaden your
impact, shifting the focus from product to
purpose. A service mindset will create new
and exciting opportunities for your brand.
•Toyota, for example, is already envisioning the role their
brand can play to enable sustainable urban mobility. In
a sustainable future, people no longer need to choose
between responsibility and convenience.
Toyota Woven City by Bjarke IngelsGroup

19. 19
3.CommunityOn people’s innate need to connect,
not just with brands but among
themselves –as well as new tools and
channels that will enable the
communities they create to flourish.

20. 20
Community-first,
In recent years people have found belonging
through interest groups on digital channels,
and some of those habits have found a more
permanent place in their lives.
New technologies are building on this shift
in behaviour, enabling a new wave of
community-first, product-later models that
boost customers’ connection with brands.

21. 21
The decentralisation of
omnichannel is shaping new
ecosystems for living brands.
Experiences are agnostic and
comprised of multiple channel
activities converging together.
Copyright © 2022 Accenture. All rights reserved.
Omnichannel
(Centralised)
Omnichannel
(Decentralized)
Customers are
connected to a living
and continually evolving
ecosystem driven by
digital, virtual and
communitycontent.
Multichannel

22. 22
AI: the secret sauce of
peer-to-peer content creation
The availability of Artificial Intelligence as a
tool has shifted: what has been exclusively
controlled by companies is now accessible
to everyone.
•AI enables people to generate high-
quality content with little effort and skills
•With rapid moving developments,
companies need to re-think their roles
and what type of content is relevant to
produce to stand out.
I asked Chat OpenAIchat to describe
”a futuristic car”
(https://chat.openai.com/)
“The futuristic car was sleek and aerodynamic, with a
shiny metallic exterior that glimmered in the sunlight. It
had no wheels, but instead hovered slightly above the
ground, using advanced anti-gravity technology to move
smoothly and effortlessly. The interior of the car was
spacious and luxurious, with plush seats and a state-of-
the-art entertainment system.
One of the most impressive features of the car was its
ability to seamlessly adapt to its surroundings. Using
sensors and artificial intelligence, the car was able to
adjust its speed and route to avoid traffic and obstacles,
ensuring a smooth and efficient journey for its
passengers.
In addition, the car was completely electric and
environmentally friendly, producing zero emissions and
requiring no fossil fuels to operate. It was also equipped
with advanced safety features, including automatic
emergency braking and collision avoidance, making it
one of the safest cars on the road.
Overall, the futuristic car was a marvel of modern
engineering, combining cutting-edge technology, luxury,
and eco-friendliness in a truly innovative and exciting
package.”

23. The Metaverse unlocks new
ways of creating value
through ownership,
commerce, and governance.
is many things,
and everyone has a role…
The Metaverse is a massive
creative space for brands to create
new types of deep employee or
customer engagement.
The Metaverse brings people
together around shared passions,
ideals, and the desire to connect
across the globe.
A Canvas for ContentA Centre for CommunityAn Engine for Commerce
23Copyright © 2022 Accenture. All rights reserved.

24. 24
…but the
How brands will reshape loyalty
programs to enable people to participate
more in the brands they believe in.
On the other side of the coin, it will
enable brands to explore new opportunity
areas and enjoy more lucrative customer
relationships.

25. 25
4.TouchThe fundamental role physical
touchpoints will continue to play in
increasingly phygitaljourneys, and
how to leverage the human touch to
deliver on premium.

26. 26
Three main forces disrupting Retail today,
underpinned by digitalization
Future Sales Model
Direct vehicle sales, through digital
channels, will continue to rise and
become the main way to sell cars in
the longer-term future.
Sustainable alternatives
Electrification and other alternatives
to traditional combustion engine
vehicles continue to gain adoption
and demand consolidates, as policy
and investment enable infrastructure
scale up.
Physical ‘human touch’ and
the promise of premium
Retail as we know it today will cease
to exist, however the physical space
dealerships occupy will continue to
play a crucial role for brand
experience and customer service.

27. 27
From ’legendary
moments’ to
When an ad differs from the experience customers
encounter in other touchpoints, there’s a fundamental
disconnect between expectation and experience.
From web to app, from physical, in-store
retail experiences, to customer support
and service –every brand, but particularly
premium brands must strive to close
experience gaps.
Copyright © 2022 Accenture. All rights reserved.

28. 28
From touchpoints to
Test drive
Become
aware…
Vehicle
handover
Next sale
Consultation
Pre-
configuration
No
surprises
Sign
contract

29. 29
Some moments will remain more
legendary when physical
What can be a virtual, immersive
experience and what do
customers want to feel, smell,
hear, see, sense for real?
Experience it first-hand
How does it feel to touch the
steering wheel? Do I ‘fill’ the car?
What’s the sound when closing
the door?

30. 30
Helping customers
Customers come to retail touchpoints
more informed than ever, yet there’re still
crucial information gaps to be addressed:
•Are EVs really more sustainable?
•Can it work for me?
•Will I lose money?

31. 31
Let’s keep in touch:
joel.van.durme
@accenture.com
stephanie.helou
@accenture.com
Thank you.
Any questions?