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RELATIONSHIPS AT
SCALE: HOW COMPANIES
CAN USE DIGITAL
TECHNOLOGIES TO
DEVELOP GREATER
INTIMACY WITH
CUSTOMERS TO BUILD
LASTING, TRUSTING
RELATIONSHIPS.
By relationships at scale, we
mean how companies can use
digital technologies to develop
greater intimacy with customers to
build lasting, trusting relationships.
It is about reinstating some of
the benefits of historic in-person
relationships, i.e., picture the
local grocer many decades ago.
But that intimate relationship
disappeared for much of the
industrialized world. Face-to-face
interactions with providers were
largely replaced by global call
centers and web pages leaving
many consumers feeling they
were treated with indifference
and lack of personal attention.
To counteract this, we discuss
four steps companies can take to
develop relationships at scale.
Dis
c
Purc
has
e
er
ov
Promise
Delivery
Co
ns
ide
Evaluate
Us
Figure 2
Hyper-relevance
Relationships at Scale
Seamless Experience
Inherently Mobile
Naturally Social
Engage customers as
they want to be engaged
Conclusion
As our research has shown, most companies
clearly have not been taking full advantage
of their opportunities to develop customer
relationshipsand are paying the price in
terms of customer willingness to consider
competing offers. Companies insistence on
playing not to lose has rendered them more
vulnerable to being cast aside in favor of
more attractive providers.
Contact Us
About Accenture
Robert Wollan
Senior managing director Accenture Strategy,
Sales & Customer Services Lead
robert.e.wollan@accenture.com
Saideep Raj
Managing director - Accenture SaaS lead
and Cloud Computing NA lead
saideep.raj@accenture.com
Michael Malinchock
Managing director - Accenture Technology lead
for Sales & Customer Services
michael.g.malinchock@accenture.com