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Accenture Malaysia on notching up customer experience in the AI era

AvantiKumar | May 30, 2018
Ramesh Rajandran of Accenture Interactive details how 7 emergent trends are expected to impact business, technology and design in the year ahead.

"To harness the potential of design craft, companies need to focus on three core pillars: depth in design craft; design processes, tools and team structures; and breadth of design skills," he emphasised.

Ramesh cautions that the new landscape require a different approach from traditional media.

"Digital advertising expenditure has been experiencing double-digit growth, and by 2020, its share of total expenditure will near 50%."

Ramesh said more chief marketing officers are recognising that reaching the online consumer is not about simply moving advertising spend from traditional media to digital. "Brands are now built by creating end-to-end experiences for their consumers."

"We see many companies merely adapting their advertising campaigns for digital channels. But individual consumers now demand personalised targeting. Companies need a more sophisticated approach to the capture, management, and use of data to understand why consumers make the choices they do."

"Accenture Interactive designs and manages customer experiences and architect them through technology, processes and systems. We continue iterating them in response to the changing market and technology innovations," said Ramesh.

Accenture Interactive has been named world's largest global digital agency network by Ad Age.

It has also been recognised as the leader in Gartner's 2018 Magic Quadrant for Global Digital Marketing Agencies.

Recently, Accenture Interactive had signed a Memorandum of Understanding (MoU) with MIMOS to help accelerate the adoption of home-grown technologies earlier this year.

"We hope this will stimulate business development and entrepreneurship opportunities. We are also keeping a close watch on Malaysia's innovation scene. Last year, we produced the Malaysia Digital Performance Index, where we analysed top companies in Malaysia across several industries to gauge their digital readiness and capabilities."

According to Ramesh, by combining a human-centred approach with robust methodology, Accenture Interactive makes complex systems simple and elegant, making brands easily recognisable.

"We expect to see a continued rise for our services, as more Malaysian companies recognise the imperative to redesign their customer experiences," said Ramesh.


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