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The I in
ExperienceHelping people choose their own adventure
Technology Vision 2020 | We, the Post-Digital People
#TECHVISION2020

Technology Vision 2020 | accenture.com/technologyvision
#TECHVISION2020
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Can your enterprise survive the “tech-clash”?
We, the Post-Digital People
AI and Me
Reimagine the
business through
human and AI
collaboration
The Dilemma of
Smart Things
Overcome the
“beta burden”
Robots in
the Wild
Growing the
enterprise’s reach –
and responsibility
The I in
Experience
Helping people
choose their own
adventure
Innovation
DNA
Create an engine for
continuous innovation

#TECHVISION2020The I in Experience
Technology Vision 2020 | accenture.com/technologyvision 3
Enterprisesarebecoming
collaborativepartnersin
experiencecreation,
notjustprovidersofit.
McDonald’s is rolling out digital ordering kiosks in its US drive-thrus,
which feature personalized menus and recommendations for
customers. But rather than prescribe the menu based on centralized
data, employees are given the freedom to change menu displays,
so they can promote simpler items during local peak hours, easing
the burden on themselves and restaurant operations.

Thisisanimportantshiftas
companiesincreasetheir
personalizationefforts.
Demand for personalization is high. In a survey by
Adobe, 67% of consumers said it’s important for
companies to customize content automatically based
on a person’s current context. What’s more, 42% said
that unpersonalized content annoys them.
of consumers said it’s important
for companies to customize
content automatically based
on a person’s current context.
Abramovich, G (n.d.). Consumer Demand for
Personalized Content Reaches All-Time High. Adobe.

But people have questions
about the personalization
methods businesses use.
Recent security breaches and increased scrutiny have
contributed to mistrust in data gathering practices and
sinking attitudes toward black-box personalization. In RSA
Security’s Data Privacy & Security Survey for 2019, only 17% of
respondents said they thought personalized ads were ethical,
and only 24% said personalizing newsfeeds is ethical.
of respondents said they
thought personalized
ads were ethical
17%
said personalizing
newsfeeds is ethical
24%
The Dark Side of Customer Data.
(2019, February 6). RSA Security.

6
Enterprises are recognizing that
overly-prescribed customization
leaves users feeling out of control.
Researchers at Harvard’s Berkman Klein
Center found that the personalized
recommendation system of a popular
video streaming platform was leading
viewers to increasingly radical content,
contributing to the rise of conspiracy
theories and spread of misinformation.
In response to this unintended
consequence, the platform added new
features explaining why viewers see
certain recommendations and giving
them more control over the experience.

#TECHVISION2020
The I in Experience
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Leaders are turning
to a new experience
model that increases
user participation–
cooperative
experiences.
Dating app Tinder is increasing
engagement by introducing
customized experiences into their
platform. But rather than collect
more information and heighten
behind-the-scenes customization,
the company released an interactive
series called “Swipe Night.” Users
participated in the time-boxed
experience, "swiping" to make
choices and advance the plot, and
could display those choices to start
conversations with potential dates.

Somearebuildingnewways
forcustomerstomakechoices
andprovideguidelines.
Steam Labs, a section of video game
developer Valve, is experimenting
with an interactive game
recommendation system, where
customers use sliders to provide
guidelines and help the system
generate recommendations in line
with their current interests—like
more indie games or newer releases.
Uber is giving riders more control
over the in-car experience. The
company launched Uber Comfort,
which features a slew of customer
preference options, like quiet mode
and temperature controls.
#TECHVISION2020

Looking ahead, emerging
technologies like 5G and
AR will enable ubiquitous
experience customization.
Consider how Huawei is using
these technologies to change
what people see as they navigate
daily life. Their “Cyberverse”
technology integrates
augmented reality (AR) with
physical reality, using spatial
computing, 3D and ultra-high
definition maps, ultra-realistic
immersive rendering and 5G
to build AR map overlays
that users can view through
their mobile devices.
But as businesses' ability
to provide customized
experiences grows, so does
the risk of overstepping
customers' boundaries.
9

Technologies available
today can help businesses
transition to cooperative
experiences.
Turned external, no-code development platforms can help
customers participate in app or experience customization. Amazon
Sumerian, for instance, lets users build their own AR, VR or 3D
applications without any programming or 3D graphics expertise.
Anyone with Sumerian can build immersive environments and
experiences, like classrooms or building tours, and can populate
them with 3D objects and animated characters.
#TECHVISION2020

While there is incredible value
to be gained from curated
experiences, businesses will
only access it if they redesign
their customization models to
emphasize personal agency.
Becoming a true partner to
customers will be a defining
aspect of future success.

12

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To what extent does your business understand consumers’
trust (perceived or lack-thereof) in your business?
⎮ Consider the risks and benefits
associated with the business growing
its personalization strategy, and
the methods used to generate
those experiences.
⎮ Seek out opportunities to generate more customer
feedback. Build a holistic understanding of how
individuals experience your digital products or
services today. Use these insights to inform your
approach to designing future interactions.
Decision Points

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⎮ Find points within your customer journeys
where individuals may want more control
over their experiences. These points are
opportunities to give people using your
digital products and services the agency
that will drive long-term partnerships.
⎮ Identify and invest in the technologies
that will enable your next wave of
cooperative experiences. Scalability,
immersion and participation will be
key to sharing control and co-creating
unique customer engagements.
Does your current method for designing experiences
lend itself to sharing control of experience design?

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⎮ Prepare the enterprise to address
an increasingly regulated digital
landscape. Review your current
data collection and management
practices to identify potential
points of risk.
⎮ Ensure that your policies for
consumer management of
data are fully documented
and made available to
consumers and regulators.
⎮ Revise your data collection
and storage strategies
to support cooperative
experiences while complying
with regulation that requires
consumer privacy.
How is your company preparing for data
regulation that impactscustomer experiences?

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