How Accenture Elevates Client Experience with Optimal
Global multinational professional services company
Accenture, a global professional services leader, has successfully implemented Optimal's platform to deliver exceptional user research and experience design for their high-profile clients, including brands like Skoda, Microsoft, PepsiCo, and MasterCard.
As a trusted digital transformation partner, Accenture recognizes that exceptional user experience serves as a critical differentiator for their clients. Accenture has incorporated Optimal's platform into their UX strategy, enabling them to provide data-driven insights and recommendations across diverse industry sectors.
Client Challenges
Accenture identified several common challenges faced by their clients:
- Validating brand perception during and after rebranding initiatives
- Ensuring intuitive navigation in complex digital ecosystems
- Understanding the drivers of customer loyalty programs
- Creating accessible and valuable loyalty hubs that drive engagement
Solution Implementation
Accenture implemented Optimal's platform as part of their user research toolset to address their clients' specific challenges:
- Validate Brand Perception: For Skoda, Accenture utilized comprehensive surveys to gather insights on their rebranding initiative.
- Test Complex Navigation: When working with Microsoft, Accenture employed tree testing tools to evaluate information architecture in their cloud services offerings.
- Discover Loyalty Drivers: For both PepsiCo and MasterCard, Accenture conducted in-depth discovery processes to understand what drives customer loyalty and engagement.
Research Excellence in Practice
Automotive: Capturing Brand Evolution Feedback
When Skoda embarked on its rebranding journey, Accenture deployed Optimal's survey capabilities to measure public perception. The team designed a multi-faceted research program that captured both quantitative metrics and qualitative impressions. This comprehensive approach revealed precisely which brand elements resonated most strongly with consumers and identified specific areas where the new identity needed refinement—insights that proved invaluable for Skoda's marketing strategy.
Technology: Streamlining Complex Digital Ecosystems
Microsoft's cloud services presented a particularly challenging navigation landscape. Accenture's UX researchers utilized Optimal's tree testing functionality to simulate user journeys through the complex service architecture. By analyzing where users successfully completed pathways versus where they encountered friction, Accenture delivered targeted recommendations that helped Microsoft significantly improve discoverability of key services and reduce user frustration points.
Consumer Goods: Decoding the Loyalty Equation
For PepsiCo, understanding customer loyalty meant going beyond surface-level satisfaction metrics. Accenture researchers constructed a multi-method study using Optimal's platform, combining quantitative preference testing with qualitative feedback channels. This approach uncovered surprising insights about emotional versus transactional loyalty drivers, enabling PepsiCo to redesign their rewards program around meaningful customer values rather than just purchase frequency.
Financial Services: Engineering an Intuitive Loyalty Experience
MasterCard's loyalty hub required deep customer understanding from its earliest conception. Accenture utilized Optimal's mixed-methods capabilities to build a research protocol that mapped customer mental models against proposed hub architectures. The resulting insights showed clear patterns in how customers conceptualized and prioritized loyalty benefits, allowing MasterCard to design an interface that matched natural user expectations and behavior patterns.
Strategic Advantages for Accenture
- Client-Specific Insight Generation: Optimal's versatile platform enables Accenture to craft bespoke research approaches tailored to each client's unique challenges.
- Research Integration: Seamless connection between different research methodologies creates a more complete picture of user behavior and preferences.
- Efficiency at Scale: Ability to conduct enterprise-level research across global markets while maintaining consistency and quality.
- Evidence-Based Consultation: Client recommendations backed by robust, visually compelling data that demonstrates clear paths to improvement.
Impact
Accenture's strategic implementation of Optimal's research platform has transformed how they deliver user insights across industries. By combining industry-specific expertise with powerful research tools, Accenture consistently helps clients like Skoda, Microsoft, PepsiCo, and MasterCard bridge the gap between user needs and business objectives—ultimately driving both customer satisfaction and business growth through evidence-based experience design.
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