How to achieve growth at a time of unprecedented disruption

1. Achieving sustainable
growth through
hyper-relevance
RELEVANCE:
THEBEATING
HEARTOFA
LIVINGBUSINESS

2. 68%
more likely for relevant com-
panies to be recommend to
friends and family
25%
of customers would
cease doing business
with irrelevant companies
64% of brand switches driven
by lack of relevance
lostinpotential revenuein
2017duetobrandswitching
intheUSalone
$1 trillion

3. of executives representing the
highest- performing organizations
agree “customerexpectationsare
increasinglyshapedbythemost
relevant,real-time,anddynamic
experiences.”
90%
Those at lower
performing
companies were 20%
less likely to agree
!
Highperformers
aremorelikelyto
understandandact
onthesechanges
highest- performing organizations
“customerexpectationsare
increasinglyshapedbythemost
relevant,real-time,anddynamic
20%
understandandact

4. of high performers believe their business
needs a “muchmoreiterative,dynamic,
agileapproachtodoingbusiness
comparedtothreeyearsago.”84%
agreed that “businessreinventionis
requiredtobesuccessfulintoday’s
context.”
89% Among
lower-performing
organizations, 67%
agreed
!
Highperformerswere
farmoreadeptat
bridgingthegapbetween
knowledgeofwhatis
neededtosucceedand
achievingit.The
knowledge-achievement
gapamongother
companieswasupto
seventimesgreater.

5. 50%
Fivecapabilitysetsdrivehyper-relevance
Our research of over 1000 companies finds “high vitality”
companies that excel at these five capability sets are:
Rewire culture and workforce
by infusing a powerful mindset
that keeps customers at the core.
Target core and disruptive
growth initiatives.
Design products and services
as hyper-relevant platforms.
Build, prototype and scale
new and innovative experiences.
Scale a broad and essential
set of ecosystem partners.
more likely to report a strong
readiness to weather business
cycles and disruptions than low
vitality companies in their industry.
as likely to achieve above-
average revenue and
profitable growth.
TIMES
3

6. Wecallthesecompanies“LivingBusinesses”
They are all dedicated to:
Theseorganizationsconsistentlydeliverintelligent
experiencesandareengagedinresponsive
innovation.
Consistentlydeliveringintelligent
experiences
Engaginginresponsiveinnovation
Becominganagileorganism,with operating models
that have done away with internal siloes so pertinent
knowledge can be accessed when needed, resulting
in swift and confident decision-making
1
2
3

7. About Accenture
Accenture is a leading global professional
services company, providing a broad range
of services and solutions in strategy,
consulting, digital, technology and
operations. Combining unmatched
experience and specialized skills across
more than 40 industries and all business
functions—underpinned by the world’s
largest delivery network—Accenture works
at the intersection of business and
technology to help clients improve their
performance and create sustainable value
for their stakeholders. With approximately
442,000 people serving clients in more
than 120 countries, Accenture drives
innovation to improve the way the world
works and lives.
Visit us at www.accenture.com
Copyright © 2018 Accenture.
All rights reserved.
Accenture, its logo, and High Performance
Delivered are trademarks of Accenture.
About the Research
In 2017 and 2018, Accenture Research
surveyed over 1000 top executives,
including 195 CEOs, at companies
spanning more than 10 industries and with
headquarters in 28 different countries. The
survey asked about the extent to which
customer relevance is driving their
company’s growth outcomes, and also
asked respondents to assess their
company’s capabilities in terms of
becoming and staying hyper-relevant to
customers. We used this information to
assign each company a “Vitality Score,”
and, using both self-reported performance
data and public financial data, we
developed a model that links Vitality with
firm performance.
Separately, as part of Accenture’s annual
Global Consumer Pulse Survey, we asked
over 23,000 consumers, representing 33
countries and commenting on more than
eight different industries, about what
makes companies and brands relevant to
them, We also found out how their
perception of a brand’s relevance drives
their purchasing behaviors.