Data Privacy

Accenture predicts tech trends – and trust, security and privacy are all key

Privacy, security and personalisation will be among the key technology trends that will redefine business in coming years, according to a new report.

Accenture’s annual Technology Vision report predicts that innovation for organisations in what it calls the post-digital era will hinge on building trusted relationships with consumers, including being transparent and giving consumers control over their data.

The benefits for brands that build trust in this way will be consumers offering even more data in exchange for even better experiences, a cycle which will continually improve products or services as well as growing the business. Respecting privacy and security of any data stored go hand in hand with that.

It also says that, in the post-digital era, companies are beginning to build new products and services that shift the one-off, transactional exchanges between businesses and consumers to an ongoing, customised relationship.

As products, services, and even people’s surroundings become increasingly customised, businesses will have the ability to cater to the individual in every aspect of their lives, shaping the very realities they live in. Organisations, therefore, will need to deliver not just personalised, but also individualised experiences to meet these digitally mature expectations. This will require a one-to-one relationship with each customer where technology plays the starring and ever-present role.

The report also touches on the importance of understanding that consumers always have choices about which brands they interact with, a decision that is often driven by convenience, accessibility and trust.

A key point: “Tailoring offerings to the individual also means figuring out just how much tailoring to do in the first place. Individual lines will range from “all personalisation is creepy to me” through to “personalisation is incredibly useful and I don’t find it creepy at all,” plus everything in between—and the line will vary for each different offering.

“Businesses must also remember that they are not the only company that individuals have technology-driven relationships with—and those other relationships may affect the lines they draw for your company.”

Paul Daugherty, Accenture’s chief technology & innovation officer, said: “ In this era, simply doing digital isn’t enough.

“Our Technology Vision highlights the ways in which organisations must use powerful new technologies to innovate in their business models and personalise experiences for their customers. At the same time, leaders must recognize that human values, such as trust and responsibility, are not just buzzwords but critical enablers of their success.”

These five key technologies that Accenture believes are creating the foundation for the post-digital era are:

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Get to Know Me: Unlock unique consumers and unique opportunities
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Human+ Worker: Change the workplace or hinder the workforce
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MyMarkets: Meet consumers’ needs at the speed of now
Technology is creating a world of intensely customised and on-demand experiences, and companies must reinvent their organisations to find and capture those opportunities as they come.