Accenture global consumer pulse research study 2013 key findings
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Accenture global consumer pulse research study 2013 key findings

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Management consulting company Accenture recently released its ninth annual Global Consumer Pulse Survey, chock-full of bad news for retailers around the world. The company measured the experiences of ...

Management consulting company Accenture recently released its ninth annual Global Consumer Pulse Survey, chock-full of bad news for retailers around the world. The company measured the experiences of almost 13,000 consumers in 32 different countries, encompassing ten different industries. The result is a 40-page report containing some very telling insights into what today’s consumers expect from customer service representatives, sales staff and business policies.

The message is clear: customers aren’t happy, and they’re not going to sit back and take it. In what’s been termed the ‘Switching Economy’, today’s unhappy customers are prepared to walk away if they aren’t treated well. However, the report is still good news for customer service professionals who want to up their game: read the warning signs, change your practices, and take this chance to get ahead of the pack.

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    Accenture global consumer pulse research study 2013 key findings Accenture global consumer pulse research study 2013 key findings Presentation Transcript

    • Accenture 2013 Global Consumer Pulse Survey Global & U.S. Key Findings
    • Contents •  Executive Summary –  Overview of the “Switching Economy” •  Key Findings •  Methodology and Survey Sample Copyright © 2013 Accenture All rights reserved. 2
    • Executive Summary
    • Executive Summary The Switching Economy - Estimation of Value Potential •  Accenture’s “Switching Economy” captures the changing nonstop customer dynamics in a new way, defining the revenue potential at play, driven by consumer switching. •  It estimates the overall potential expenditure shift resulting from customers that switched from one provider to another (‘complete switch’) as well as those that will potentially do so as they have started to take portions of their spending to new providers (‘partial switch’). •  The “Switching Economy” is estimated based on two data sources: o  Accenture’s analysis of data ranges from external sources on consumer spending (2013 forecasts) across utilities, communications, financial services, insurance, consumer goods retailing, consumer electronics and hotels & lodging in 32 countries*. o  Switching data from Accenture’s 2013 Global Consumer Pulse Research. •  The “Switching Economy” represents 10-15% of total annual disposable income in most mature markets against 20-25% in emerging ones. Close to 60% of the “Switching Economy” potential is driven by the US plus the BRIC countries. •  Shifts of consumer spending for “goods” accounts for the largest portion of the “Switching Economy” (up to 70% and more), especially in emerging markets where the “services” economy is still growing. Copyright © 2013 Accenture All rights reserved. Accenture estimates that the “Switching Economy” puts up to $5.9 trillion of revenue up for grabs for companies globally; with $1.3 trillion in the US. “Switching Economy” by Geographical Region (overall revenue potential estimates, US$ trillions) ,5.9 Global ,1.7 Asia (China & India) ** ,1.4 North America (US & Canada) Western Europe Rest of Asia & Pacific ,1.0 ,0.8 Central & South America ,0.5 Eastern Europe, Middle East & South Africa ,0.5 Source: Accenture analysis, 2013 **Note: US only: 1.3 trillion US dollars * Countries in scope : Indonesia, Philippines, Singapore, Japan, South Korea, China, Turkey, India, Ireland, Czech Republic, UAE, Chile, Denmark, Finland, Norway, Sweden, USA, Russia, Canada, South Africa, Netherlands, Belgium, France, Spain, Italy, United Kingdom, Germany, Mexico, Argentina, Brazil, Malaysia, and Australia. 4
    • Executive Summary (cont.) •  The ninth annual Accenture Global Consumer Pulse Survey, which measured the experiences of 12,867 customers in 32 countries and across ten industries to gain insight into the changing dynamics of today’s “nonstop” customers and assess consumer attitudes toward marketing, sales and customer service practices. The survey included 1,256 U.S. customers. •  Despite having more data and insights into consumer desires and preferences, companies in the U.S. have failed to meaningfully improve customer satisfaction or reverse rising switching rates among their customers. As a result, there is a potential $1.3 trillion of revenue at play in the U.S. market represented by the ‘switching economy’, according to Accenture’s analysis of consumer spend forecasts and switching rates. •  51 percent of U.S. consumers switched service providers in the past year due to poor customer service experiences, up five percent from 2012. •  Switching rates were highest among retailers, cable and satellite providers and retail banks – making companies in these sectors the most vulnerable, but also giving them potentially the most to gain. •  The survey found that customers are increasingly frustrated with the level of services they experience: 91 percent respondents are frustrated that they have to contact a company multiple times for the same reason; 90 percent by being put on hold for a long time and 89 percent by having to repeat their issue to multiple representatives. •  There are also frustrations with marketing and sales practices: 85 percent of customers are frustrated by dealing with a company that does not make it easy to do business with them, 84 percent by companies promising one thing, but delivering another; and 58 percent are frustrated with inconsistent experiences from channel to channel. •  While up in some categories, the survey revealed that customer satisfaction levels have generally remained stagnant across industry sectors and, overall, satisfaction fell by one percent since 2012. Additionally, the rate of loyalty barely budged among U.S. customers, rising just one percent since 2012, and customers’ willingness to recommend a company rose by just two percent. Copyright © 2013 Accenture All rights reserved. 5
    • Executive Summary (cont.) •  Against the high percentage of customers reporting they had switched providers in the last year, 81 percent said that the company could have done something differently to prevent them from switching. And while the survey showed that price still plays an important role in the choice of provider, the customer experience is equally important. •  48 percent of U.S. customers use third-party online sources such as official review sites, and one-quarter (25 percent) use customer reviews and comments from social media sites, to find out information about a company’s products and services. •  Word-of-mouth, including that shared via social media, continues to be the most important and impactful source of company information across industries according and is used by 71 percent of surveyed customers. •  In terms of the number of online channels used, 75 percent of respondents now use one or more online channels when researching companies’ products and services and 33 percent use mobile devices to access these online channels. •  The gap between the use of digital technologies and the ability of companies to use them to improve customer experiences is highlighted by the survey’s findings that, among the 10 industries covered by the report, none made noticeable progress in providing customers with a tailored experience in 2013. In the utilities industry, only 18 percent of customers agreed their provider offered them a tailored experience. And even in industries such as hotels and lodging and retail banking, perceived to be leading in creating more personalized interactions, only 36 percent of customers acknowledge receiving a tailored experience, respectively. •  Yet, while social media and online are regarded as important sources of information, one of the greatest frustrations customers have with companies is the perceived risk to privacy. Eighty-two percent of U.S. customers report that they feel companies they buy from cannot be trusted on how to use personal information they provided them. Copyright © 2013 Accenture All rights reserved. 6
    • Executive Summary (cont.) The report found that companies that delivered valued customer experiences exhibited five common high impact capabilities, known as the customer-driven digital blueprint. These capabilities include: •  Hyper-relevance: Assure customers that the company is doing all that it can to understand them at a more personal level, including customizing their channel and interaction preferences. This means providing a more tailored customer experience with more customization and personalization through the use of predictive analytics. •  Relationships at Scale: Digital gives businesses rich channels through which to communicate with customers in much more personal ways and manage relationships with customers at scale. Use digital to bring the intimacy of the corner store to all customers and then give them more convenient access and more tailored services that matter to them. •  Seamless Experience: Creating a seamless experience requires a multi-channel approach. Integrate information and processes that enable customers to flow easily across different channels when and how they choose. •  Inherently Mobile: Invest in mobile services and support capabilities that are a quick win with customers, and that help to deliver hyper-relevance and reduce costs. •  Social Media: Harness social media in order to deliver up-to-the-second customer preferences, greater levels of trust, a mechanism for direct and dynamic interaction and more and more usable data upon which business decisions can be made. Copyright © 2013 Accenture All rights reserved. 7
    • Key Findings
    • In the U.S., there is a 5 percent increase in switching due to poor customer service from 46% to 51%. Percent of consumers who switched due to poor customer service 2013 US by Industry 2012-2013 US 27% Consumer goods retailers 23% 11% 12% Cable & satellite providers 2013 US 49% 51% 10% 10% Retail banks Landline phone companies Internet service providers 2012 US 54% 8% 6% 8% 9% 46% Switched Wireless phone companies 6% 7% Hotels Did not switch 6% 7% Property & casualty insurance providers Gas & electric utilities Copyright © 2013 Accenture All rights reserved. 5% 3% 2% 2% 2013 US 2012 US 9
    • Globally, there is a 4 percent increase in switching due to poor customer service from 62% to 66%. Percent of consumers who switched due to poor customer service 2013 Global by Industry 2005-2013 Global 28% Consumer goods retailers Global 2013 Global 2012 Global 2011 Global 2010 34% 22% 66% 38% 62% 34% 66% 36% 20% Retail banks 18% 64% 31% 17% 33% 67% Global 2007 41% 59% Global 2006 48% Global 2005 49% 14% Landline phone companies 10% Did not switch Switched Property & casualty insurance providers Cable & satellite providers Hotels Copyright © 2013 Accenture All rights reserved. 20% 10% 11% 9% Gas & electric utilities 52% 51% 26% 10% 69% Global 2008 29% 10% Wireless phone companies Global 2009 30% 12% Internet service providers 36% 13% 9% 19% 14% 8% 10% 6% 23% 2013 Global 15% 2013 Emerging Markets 2013 Mature Markets 10
    • Fewer consumers in the U.S., compared to the global sample, switched providers in 2013. Percent of consumers who made a complete provider switch during last six to 12 months 2013 US “I have stopped doing business with a company and switched to another” (Complete switch) Wireless phone companies 7% 10% Internet service providers 14% Consumer goods retailers ** Property & casualty insurance providers 9% Retail banks 8% 9% Cable & satellite providers * Hotels Consumer electronics manufacturers 10% 7% Landline phone companies Gas & electric utilities Copyright © 2013 Accenture All rights reserved. ** Property & casualty insurance providers replaced Life Insurance Providers in 2013 12% * Hotels replaced Travel & Tourism in 2013 6% 11
    • In the U.S., customers are getting increasingly frustrated by customer service experiences, with the worst being having to contact a company multiple times for the same reason, long hold times and having to repeat the same information multiple times. Frustrations with customer service practices 2012-2013 US 2013 * Having to contact the company multiple times for 8% 17% the same reason 1%1% 74% * Being on-hold for a long time when contacting 1%8% 21% the company 1% * Having to repeat the same information to multiple 1% employees of the company or through multiple 1% 9% channels * Dealing with employees or self-help sites / 1%1% 8% systems that cannot answer my questions 2012 1% 2% 10% 18% 69% 69% 1% 2%12% 23% 62% 61% 23% 66% 1% 2% 13% 22% 25% 64% 1%2%13% 26% Having a company deliver something different than 1% 1% 10% they promise up front 24% 64% 1%2% 12% * Dealing with employees who are unfriendly or 11% impolite 1%2% 21% 66% 1% 2% 12% 18% * Being sold other products or services when I 15% contact the company with a service request 1%2% through any of its channels Having to wait for a response after I’ve requested 1%2% 17% customer service Running into business policies that get in the way 1% 3% 17% of my goals 25% 34% 47% 30% Having to complete a lot of paperwork or electronic 18% forms 2% 3% 23% 2%3% 18% 56% 1%3% 22% 49% 58% 1% 4% 18% 62% 67% 23% 54% 32% 42% 29% 48% 35% 43% 2% 4% 22% * Not being able to understand information the 3% 20% company provides me 1% 30% 46% 2% 5% 24% 31% 38% Running into technology issues that get in the way of my goals 1% 3% 20% 32% 44% 2% 5% 24% 31% 39% ** Having a company's online channels for customer service and support not be optimized for my mobile phone or tablet device Copyright © 2013 Accenture All rights reserved. 26% 11% 23% 14% 39% * Slight word changes in 2013 ** New item included in 2013 26% Not frustrating At all 1 33% 2 3 4 5 Extremely frustrating 12
    • Globally, the biggest frustrations with customer service experiences are having to contact a company multiple times for the same reason, long hold times, dealing with unfriendly employees and having to repeat the same information multiple times. Frustrations with customer service practices 2012-2013 Global 2013 * Having to contact the company multiple times for the same reason * Being on-hold for a long time when contacting the company * Dealing with employees who are unfriendly or impolite * Having to repeat the same information to multiple employees of the company or through multiple channels * Dealing with employees or self-help sites / systems that cannot answer my questions Having a company deliver something different than they promise up front Running into business policies that get in the way of my goals * Being sold other products or services when I contact the company with a service request through any of its channels 3%12% 3% 13% 4%14% 4% 15% 4% 15% 4% 14% 4% 18% 5% 19% Having to wait for a response after I’ve requested customer service 4% 20% Having to complete a lot of paperwork or electronic forms ** Having a company's online channels for customer service and support not be optimized for my mobile phone or tablet device Copyright © 2013 Accenture All rights reserved. 62% 65% 22% 2% 3% 12% 19% 2% 3% 13% 21% 55% 58% 58% 24% 57% 2% 4% 16% 48% 28% 23% 3% 4% 12% 19% 57% 29% 65% 2% 4% 13% 52% 58% 22% 61% 2% 4% 14% 63% 28% 22% 2% 3% 12% 17% 60% 61% 25% 65% 47% 63% 25% 3% 5% 18% 53% 25% 49% 49% 5% 20% company provides me 65% 65% 53% Running into technology issues that get in the way of my goals * Not being able to understand information the 19% 2012 31% 43% 2% 5% 20% 28% 45% 45% 35% 39% 2% 5% 21% 32% 40% 40% 5% 22% 32% 39% 2% 5% 22% 32% 39% 39% 5% 22% 34% 37% 3% 6% 22% 34% 36% 36% 10% 28% 23% 27% Not frustrating At all 1 * Slight word changes in 2013 ** New item included in 2013 2 3 4 5 Extremely frustrating 13
    • U.S. customers’ top frustrations during the buying phase are the company not making it easy to do business with them, followed by a company promising one thing but delivering another. There is also frustration with different experiences from channel to channel. Frustrations with marketing/sales practices 2012-2012 US Dealing with a company that does not make it easy to do business with them Having them promise one thing but deliver another Realizing that the company cannot be trusted on how to use personal information I provided them 2013 2% 12% 1% 2012 2% 2% 22% 15% 63% 59% 20% 2013 2% 11% 2% 62% 20% 64% 2012 2% 3% 12% 16% 67% 2013 2% 2% 13% 16% 66% 2012 3% 2% 16% 18% 52% 61% Dealing with employees who are not knowledgeable or do not acknowledge my specific needs and preferences when I'm considering buying 2013 2% 3% 14% 2012 2% 4% 15% 27% 52% * Having a company ask me the same questions or 2013 2% 3% 16% 28% 51% market the same offers to me again and again Being presented with inconsistent offers through different channels when shopping for the same product or service Being exposed to inconsistent experiences or treatments when using different channels 2012 3%5% 2013 2% 3% 2012 3%5% 51% 26% 29% 21% 2012 4% 8% 43% 29% 22% 44% 43% 34% 31% 31% 2013 Realizing that the company is not using the information it has about me to make interactions and offers more relevant for me 2013 12% 2012 11% purchase or make the payment using my mobile device at the time and place I want 54% 22% 2013 4% 8% * Not being able to access information or buy a product / service using multiple channels of my choice ** Not being able to access the information, make the 27% 11% 12% 2012 4% 8% 2013 Copyright © 2013 Accenture All rights reserved. 25% 28% 29% 14% 32% 29% 23% 27% 15% 33% 31% 26% 28% 31% 25% 18% 29% 23% 10% Not Frustrating At All 1 32% 20% 2 3 13% 4 24% 24% 25% Extremely Frustrating 5 * Slight word changes in 2013 14 ** New item included in 2013
    • Globally, consumers’ top two frustrations during the buying phase are a company promising one thing but delivering another and not trusting how a company treats their personal information. Frustrations with marketing/sales practices 2012-2013 Global 4% Having them promise one thing but 2013 2% deliver another 2012 14% 9% 5% Realizing that the company cannot be trusted on how 2013 3%5% to use personal information I provided them 2012 12% 9% 60% 15% 2012 8% 7% 16% 2012 6% 10% ** Not being able to access the information, make the purchase or make the payment using my mobile device at the time and place I want 2012 2013 Realizing that the company is not using the 2013 information it has about me to make interactions and offers more relevant for me 2012 Copyright © 2013 Accenture All rights reserved. 8% 10% 47% 51% 23% 45% 29% 38% 24% 23% 14% 26% 31% 26% 31% 30% 30% 13% 34% 28% 32% 13% 34% 34% 26% 25% 11% 35% 31% 30% 16% 7% 27% 25% 10% Being exposed to inconsistent experiences or 2013 4% 9% treatments when using different channels 47% 23% 11% 8% 52% 49% 21% 22% Being presented with inconsistent offers through 2013 3% 7% different channels when shopping for the same product or service 2012 8% 9% * Not being able to access information or buy a 2013 product / service using multiple channels of my choice 52% 26% Dealing with employees who are not knowledgeable or 2013 3% 6% 18% do not acknowledge my specific needs and preferences when I'm considering buying 2012 7% 7% 17% market the same offers to me again and again 54% 17% 17% * Having a company ask me the same questions or 2013 4% 7% 59% 21% 6% 8% 59% 15% 17% Dealing with a company that does not make it 2013 3%5% easy to do business with them 2012 19% 26% 26% 27% 20% 2 3 4 23% 24% 30% 24% 25% 33% Not Frustrating At All 1 25% 25% 23% Extremely Frustrating 5 * Slight word changes in 2013 ** New item included in 2013 15
    • In the U.S., customer satisfaction fell by one percent since 2012. Additionally, the rate of loyalty rose just one percent and customers’ willingness to recommend a company rose by just two percent. Overall satisfaction, level of “feeling loyal” towards and willingness to recommend current providers 2012-2013 US Overall satisfaction with providers Not at all Feel loyal toward providers Ve r y much Not at all Ve r y much 45% 2013 8% 25% Change 9% Copyright © 2013 Accenture All rights reserved. Ve r y much 34% 19% 29% 24% -1% Not at all 30% 46% 2012 Will recommend providers to others 32% 17% +1% +2% 16
    • Globally, while satisfaction is strong across sectors, there are as many customers that feel loyal as those who do not, and there is a decrease in consumers willingness to recommend providers to others. Overall satisfaction, level of “feeling loyal” towards and willingness to recommend current providers 2012-2013 Global Average and by Industry Overall satisfaction with providers Not at Ve r y all much 28% Wireless phone companies 2013 18% 2012 Gas & electric utilities 18% 2013 30% 14% 2012 2013 16% 2012 Landline phone companies 14% 15% 33% 36% 30% 34% 31% Retail banks Consumer electronics manufacturers Consumer goods retailers 15% 15% 2013 15% 2012 Internet service providers 2013 2012 Cable & satellite providers 14% 37% 13% 35% 2013 2012 13% 2013 9% 2012 7% 2013 2012 7% 6% 35% 32% 39% 30% 36% 34% 37% Feel loyal toward providers Not at Ve r y all much 32% 22% 31% 18% 30% 23% 30% 18% 26% 25% 23% 25% 25% 27% 21% 27% 30% 25% 27% 23% 26% 26% 20% 29% 24% 32% 36% 28% 18% 23% 20% 23% 20% 21% 25% 12% 2012 12% Copyright © 2013 Accenture All rights reserved. 23% 21% 31% 2013 22% 21% 13% Global Average 25% 32% 2012 38% 22% 21% 28% 8% 24% 27% 29% 2012 23% 22% 27% 14% 8% 23% 26% 20% 2013 2013 25% 20% 27% 31% 23% insurance providers * Hotels 22% 26% * Property & casualty 36% Will recommend providers to others Not at Ve r y all much 22% 21% 24% 14% 11% 13% 11% 24% 29% 26% 29% 24% 21% 23% 22% 27% 20% 12% 32% 25% 22% 11% 33% 26% 24% 23% 25% 21% 19% 24% 26% 17
    • In the U.S., while up in some categories, customer satisfaction levels have generally remained stagnant. Satisfaction went down in the important category of accessing customer service and support through multiple channels. Satisfaction with different areas of customer service Top 2 boxes 2012-2013 US * Having the service and support 2013 3% 6% experience match the promise a company makes to me upfront 2012 4% 5% * Having access to customer service and support when I want it and how I want it General Characteristics * Being able to access customer service and support using multiple channels 5% 35% 9% 18% 58% 38% 34% 2013 4% 8% 2012 40% 34% 19% 57% 18% 53% 35% 36% 2013 5% 7% 36% 2012 4% 8% 36% 31% 37% 16% 50% 16% 34% 52% 20% 57% 2013 6% 11% 33% 33% 17% 50% 2012 7% 11% 33% 33% 16% 49% * The amount of time it takes to read 2013 6% 11% and understand information the company provides me 2012 6% 10% The amount of time it takes to completely resolve my issue or problem * Being able to resolve questions / 2013 issues on my own, without speaking to a service agent 2012 7% 2013 8% 2012 9% The amount of time I have to wait to be served Copyright © 2013 Accenture All rights reserved. 7% 37% 33% 12% 11% 32% 36% 38% 30% 38% 14% 15% Not satisfied At all 31% 14% 46% 14% 50% 13% 43% 13% 44% 36% 29% 13% 42% 35% 29% 14% 43% 2 3 4 Extremely satisfied Slight word changes in 2013 Excludes “NA” responses 18
    • Globally, customers were slightly less happy with customer service they received compared to the previous year, with slight decreases in satisfaction with regards to accessing customer service and support through multiple channels. Satisfaction with different areas of customer service Top 2 boxes 2011-2013 Global * Having the service and support 2013 4% 8% experience match the promise a company 2012 makes to me upfront 2011 * Having access to customer service and 38% 5% 9% 5% 10% 36% General Characteristics * Being able to access customer service 5% 12% 2013 5% 10% and support using multiple channels 2012 5% 2011 6% 12% * The amount of time it takes to read 2013 6% 12% and understand information the 2012 company provides me 2011 7% 13% 8% 14% 2013 The amount of time it takes to completely resolve my issue or problem 2012 10% 2011 11% 9% 11% 46% 13% 46% 15% 31% 49% 14% 34% 37% 50% 14% 33% 35% 47% 15% 32% 39% 45% 13% 35% 36% 50% 14% 34% 35% 50% 15% 31% 38% support when I want it and how I want it 2012 5% 10% 13% 35% 39% 2013 4% 10% 2011 37% 45% 40% 31% 12% 43% 37% 31% 12% 43% 11% 40% 28% 12% 40% 28% 12% 40% 38% 14% 29% 37% 15% 35% 17% 37% 25% 10% 35% * Being able to resolve questions / 2013 7% 13% 40% 29% 11% 40% issues on my own, without speaking to 2012 a service agent 2011 7% 14% 39% 28% 12% 40% 11% 38% 26% 10% 36% 25% 10% 35% 9% 32% 2013 The amount of time I have to wait to be served 2012 2011 Copyright © 2013 Accenture All rights reserved. 8% 11% 13% 13% 14% 40% 17% 36% 17% 35% 19% Not satisfied At all 27% 35% 2 3 23% 4 Extremely satisfied Slight word changes in 2013 Excludes “NA” responses 19
    • In the U.S., 81% of customers that switched say companies could have done something to prevent them switching. Could your service provider have done something differently to prevent you from switching? 2012-2013 US 19% 17% 81% 83% 2013 US 2012 US No Yes Copyright © 2013 Accenture All rights reserved. 20
    • Globally, 82% of customers that switched say companies could have done something to prevent them switching, primarily first contact resolution. Could your service provider have done something differently to prevent you from switching? 2012-2013 Global 15% 18% Resolve my issue(s) in the first contact 2013 8% 24% 68% 2012 No 11% 22% 67% * Contacted me proactively to let me know about ways to enhance 2013 13% my experience with them Yes 85% 82% Recognized & rewarded 2013 15% me for doing more business with them 2012 * Offered me better service and support options via my mobile 2013 device(s) 15% 33% 55% 34% 51% 30% 54% 31% Offered me preferential 2013 treatment (such as Platinum / Gold service levels) 21% 38% 41% 2012 2012 Global 24% 45% 21% 36% 44% 2013 Global * New item included in 2013 Copyright © 2013 Accenture All rights reserved. Would not have impacted switching decision (1, 2, 3) (4, 5, 6, 7) Would have impacted switching decision (8, 9, 10) Base size: respondents who agreed that their service provider could have done something differently in order to have kept them 21
    • In the U.S., customers chose their new provider (after switching because of poor customer service) primarily due to service and price. Factor(s) that made customers choose their new service provider after switching in the past year (Choose all that apply) 2010-2013 US US 2013 US 2012 57% 58% 57% 58% 39% 42% 35% 34% 34% 30% 23% 22% 18% 14% 14% 11% Their customer service Their price Their product Their convenience * New item included in 2013 Copyright © 2013 Accenture All rights reserved. Their reputation / trusted image Their promotion They are based in the same country where I live Difference between 2012 & 2013 is >= 5% Base size: respondents who switched service providers in the past year due to poor customer service 10% There was little differentiation among the competitors * Their ability to offer customer service and solutions via digital / mobile / social media interactions 8% * Proactive communications from them 22
    • Globally, customers chose their new provider (after switching because of poor customer service) primarily due to service and price. Factor(s) that made customers choose their new service provider after switching in the past year (Choose all that apply) 2010-2013 Global Global 2013 Global 2012 63% 61% 60% 64% Global 2011 62% 59% 49% 52% 49% 46% 45% 44% 40% 37% 36% 32% 32% 30% 27% 27% 20% 17% 15% 10% Their customer service Their price Their product Their convenience Their reputation / trusted image Their promotion They are based in the same country where I live * New item included in 2013 Copyright © 2013 Accenture All rights reserved. Base size: respondents who switched service providers in the past year due to poor customer service There was little differentiation among the competitors * Their ability to offer customer service and solutions via digital / mobile / social media interactions 11% 10% * Proactive communications from them 23
    • In the U.S., despite slightly higher switching due to poor customer service, expectations declined by 8% this year. Change in customer service expectations as compared to 12 months ago 2012-2013 US 2013 2012 Much/slightly lower Copyright © 2013 Accenture All rights reserved. 71% 13% 63% The same 17% Slightly higher 4% 8% Much higher 24
    • Globally, despite slightly higher switching due to poor customer service, expectations declined by 9% this year. The rate of increase this year is in line with 2008 rates. Customers in emerging markets continue to have higher expectations than those in the mature markets. Change in customer service expectations as compared to 12 months ago 2007-2013 Global 2012-2013 Emerging vs. Mature Markets 2013 59% 25% 6% 2013 Emerging 2012 51% 29% 9% 2010 2009 2008 2007 49% 32% 51% 30% 56% 26% 56% Much/slightly lower 27% The same Copyright © 2013 Accenture All rights reserved. 10% 36% 42% 16% 12% 30% 53% 35% 11% 2012 Emerging 6% 2011 45% 10% 8% 2013 Mature 10% 2012 Mature 10% 70% 64% 16% 3% 20% 7% 5% 6% Slightly higher Much higher 25
    • Among U.S. customers, 51% have much higher expectations of getting specialized treatment for being a “good” customer than last year. Customer service factors for which expectations have increased 2013 US * I expect customer service and 79% support to be easier / more convenient to obtain 79% * I expect customer service and support representatives, in-home service representatives and sales associates to be more knowledgeable/better trained 67% 66% 65% * I expect customer service and support to be faster 58% * I expect more options for obtaining service and support (e.g., by phone, online, at store locations, via mobile devices, etc.) Copyright © 2013 Accenture All rights reserved. 2012 56% 52% * I expect specialized treatment for being a good customer (e.g., quicker response or access to information, services reserved for best customers) * I expect customer service and support representatives, in-home service representatives and sales associates to know more about me / my preferences 2013 51% 42% 28% 21% * Slight word changes in 2013 Base size: respondents whose customer service expectations are higher when compared to 12 months ago. 26
    • Globally, expectations have increased across the board, compared to 2012. The most common customer service areas for which expectations have risen are those related to easier/more convenient service and faster service experiences. Customer service factors for which expectations have increased 2012-2013 Global 77% 69% 71% 82% 68% * I expect customer service and support to be faster 75% 73% 75% 76% 75% * I expect customer service and support to be easier / more convenient to obtain * I expect customer service and support representatives, in-home service representatives and sales associates to be more knowledgeable/better trained 62% 61% 67% 61% 63% * I expect more options for obtaining service and support (e.g., by phone, online, at store locations, via mobile devices, etc.) 50% * I expect specialized treatment for being a good customer (e.g., quicker response or access to information, services reserved for best customers) * I expect customer service and support representatives, in-home service representatives and sales associates to know more about me / my preferences Copyright © 2013 Accenture All rights reserved. 60% 58% 60% 65% 55% 48% 50% 60% 46% Global 2013 33% 28% 33% 38% 22% Global 2012 Global 2011 2013 Emerging Markets 2013 Mature Markets * Slight word changes in 2013 Base size: respondents whose customer service and support expectations have increased within the27 year past
    • In the U.S., 48% of U.S. customers use official review sites, and 25% use customer reviews and comments from social media sites, to find out information about a company’s products and services. Word-of-mouth, including that shared via social media, continues to be the most important and impactful source of company information and is used by 71% of customers. Use and importance of information channels when learning about the companies’ products and services 2013 US Word-of-mouth information from people I know (family, friends, co-workers) In-store information from sales people or displays 52% 30% 50% 32% Print advertising (newspaper, magazine) 49% 18% Online information from sources like expert review sites, news sites or product comparison sites 31% Paid advertising on TV or radio 9% Online advertising shown when making queries on search engines such as Google, Bing or Yahoo 10% 5% Sources used Source importance (important & very important) 33% 11% Online information from Social Media sites like Twitter, Facebook, Pinterest, User forums & others 48% 43% 13% Direct mail or telemarketing Copyright © 2013 Accenture All rights reserved. 58% 25% Corporate web site (for example, the company website or a brand or product website) ** Online reviews and comments from other consumers on sites like Travelocity, Amazon, Yelp and others Online advertising through banner ads, pop-up ads, ads on Facebook and so on 71% 45% 25% 25% 13% ** New item included in 2013 28
    • Globally, word-of-mouth and online channels remain the primary information sources used. Use and importance of information channels when learning about the companies’ products and services 2013 Global Word-of-mouth information from people I know (family, friends, co-workers) Corporate web site (for example, the company website or a brand or product website) 42% Print advertising (newspaper, magazine) Online advertising through banner ads, pop-up ads, ads on Facebook and so on Copyright © 2013 Accenture All rights reserved. 49% 22% 48% 33% 48% 25% 45% 22% 16% 15% 64% 59% 26% ** Online reviews and comments from other consumers on sites like Travelocity, Amazon, Yelp and others Online information from Social Media sites like Twitter, Facebook, Pinterest, User forums & others Direct mail or telemarketing 65% 36% Online information from sources like expert review sites, news sites or product comparison sites Online advertising shown when making queries on search engines such as Google, Bing or Yahoo 71% 44% In-store information from sales people or displays Paid advertising on TV or radio 77% 51% Sources used Source importance (important & very important) 38% 36% ** New item included in 2013 29
    • In the U.S., 75% of customers use one or more online channels when researching companies’ products and services and 33 percent use mobile devices to access these online channels. Amount of time accessing sites to learn about companies’ products and services via mobile phone or tablet instead of a personal computer or laptop 2013 US 2% 4% 9% Always access these sites via my mobile device(s) 33% 75% Percentage of US respondents who did make use of at least one online source 18% I access these sites the majority of the time via my mobile device(s) I access these sites about half the time via my mobile device(s) 67% I access these sites a minority of the time via my mobile device(s) I never access these sites via a mobile device Copyright © 2013 Accenture All rights reserved. Base size: Respondents who used (at least one) online source / channel to learn about the companies products and services 30
    • Globally, 38% of consumers who use one or more online sources to learn about the companies products and services, access the sites at least half of the time, through their mobile phone or tablet device. Amount of time accessing sites to learn about companies’ products and services via mobile phone or tablet instead of a personal computer or laptop 2013 Global, Emerging and Mature Markets 11% 38% 18% Always access these sites via my mobile device(s) 11% 11% 16% 4% 6% 17% 24% 21% I access these sites the majority of the time via my mobile device(s) I access these sites about half the time via my mobile device(s) 24% 24% I access these sites a minority of the time via my mobile device(s) 54% 38% I never access these sites via a mobile device 20% 2013 Global 2013 Emerging Markets 2013 Mature Markets * New question included in 2013 Copyright © 2013 Accenture All rights reserved. Base size: Respondents who used (at least one) online source / channel to learn about the companies products and services 31
    • In the U.S., companies able to provide some form of guarantee to customers that they won’t be spammed may help to motivate them to learn about their products and services online. What would motivate you to make use of these channels in future in order to learn more learn about the companies’ products and services? (Choose all that apply.) Getting some form of guarantee that I will not be spammed afterwards 2013 US 38% Getting rewarded for making use of these channels (e.g. loyalty points or some 24% form of discount off my next purchase) Enabling me to have more control over them 20% Having them more tailored to suit my needs and preferences 17% Learning from family and friends how easy and effective it is to use them 10% Getting explanations on how to use them (e.g. short online tutorials, in-store demo, 9% telephone & screen sharing tutorials, brochures etc.) Other None of these would motivate me to make use of these channels 4% 42% New question included in 2013 Copyright © 2013 Accenture All rights reserved. Base size: US respondents who did not use online sources / channels to learn about the companies products and services 32
    • Globally, companies able to provide some form of guarantee to customers that they won’t be spammed may help to motivate them to learn about their products and services online. What would motivate you to make use of these channels in future in order to learn more learn about the companies’ products and services? (Choose all that apply.) 2013 Global Getting some form of guarantee that I will not be spammed afterwards 44% Having them more tailored to suit my needs and preferences 33% Getting rewarded for making use of these channels (e.g. loyalty points or some 31% form of discount off my next purchase) Enabling me to have more control over them Getting explanations on how to use them (e.g. short online tutorials, in-store demo, 28% 23% telephone & screen sharing tutorials, brochures etc.) Learning from family and friends how easy and effective it is to use them Other None of these would motivate me to make use of these channels 20% 2% 23% New question included in 2013 Copyright © 2013 Accenture All rights reserved. Base size: Respondents who did not use online sources / channels to learn about the companies products and services 33
    • In the U.S., the gap between the use of digital technologies and the ability of companies to use them to improve customer experiences is highlighted by the survey’s findings that, among the 10 industries covered by the report, none made noticeable progress in providing customers with a tailored experience in 2013. Consumers agreeing/disagreeing their provider delivers tailored experience 2012-2013 US Did not deliver Tailored Experience (Does not describe at all: 1, 2, 3) Gas & electric utilities Wireless phone companies 2013 41% 2012 40% 2013 Landline phone companies Cable & satellite providers Internet service providers 19% 26% 25% 23% 21% 30% 2013 29% 2012 29% 2013 2012 22% 21% 23% 28% 24% 26% 22% 19% 2012 Consumer goods retailers ** Property & casualty insurance providers * Hotels 25% 2012 25% 21% 18% 2012 18% 2012 2013 2012 Copyright © 2013 Accenture All rights reserved. 35% 19% 2013 2013 36% 13% 2013 Consumer electronics manufacturers 28% 33% 2012 2013 Retail banks 18% 2012 2013 Did deliver Tailored Experience (Describes very well: 8, 9, 10) 19% 23% 25% 28% 33% 28% 15% 17% 36% 38% 34
    • Globally, many industries still fall short on delivering a more tailored experience and, for others, there is not much change compared to last year. Consumers agreeing/disagreeing their provider delivers tailored experience 2012-2013 Global Did not deliver Tailored Experience (Does not describe at all: 1, 2, 3) 2013 Gas & electric utilities 2012 2013 Landline phone companies Cable & satellite providers Internet service providers Wireless phone companies ** Property & casualty insurance providers * Hotels 18% 2013 30% 2012 20% 19% 26% 22% 23% 2012 20% 2013 26% 2012 25% 2013 2012 2012 2013 2012 2013 Retail banks 16% 32% 29% 2013 Consumer goods retailers 14% 37% 2012 2013 Consumer electronics manufacturers 41% 2012 2013 2012 Copyright © 2013 Accenture All rights reserved. Did deliver Tailored Experience (Describes very well: 8, 9, 10) 19% 22% 22% 23% 29% 20% 25% 23% 20% 18% 25% 20% 24% 22% 23% 24% 25% 24% 21% 16% 15% 27% 28% 32% 35
    • Methodology and Survey Sample
    • Methodology and Survey Sample This year, Accenture surveyed 12,867 consumers in 32 different countries via the Internet between May 28 and June 6, 2013. Respondents were asked to evaluate 10 industry sectors (up to four industries per respondent). Distribution by country and industry of global sample of respondents (n=12,867) Brazil Canada Chile China Czech Republic Denmark Finland France Germany India Indonesia Ireland Italy Japan Malaysia Mexico Netherlands Norway Philippines Russia Singapore South Africa South Korea Spain Sweden Turkey UAE 2% 3% 3% 4% 3% 2% 4% 3% 2% 2% 3% 3% 4% 2% 2% 3% 3% 2% 2% 3% 2% 2% 2% 2% 2% 2% 3% 2% 2% 2% UK 8% USA 10% Argentina Australia Belgium Wireless phone companies 58% Retail banks 57% 34% Gas & electric utilities Cable and satellite providers 30% Property & casualty insurance providers 30% Consumer electronics manufacturers 29% 26% Hotels Internet service providers Landline phone companies Copyright © 2013 Accenture All rights reserved. 52% Consumer goods retailers 20% ** Property & casualty insurance providers replaced Life Insurance Providers in 2013 * Hotels replaced Travel & Tourism in 2013 16% 37
    • Respondent Sample Size Breakdown: Countries & Number of Respondents 2005 2013 Mature Markets (n=7183) 2013 Emerging Markets (n= 5684) Argentina Australia Belgium Brazil Canada Chile China Czech Republic Denmark Finland France Germany India Indonesia Ireland Italy Japan Malaysia Mexico Netherlands Norway Philippines Russia Singapore South Africa South Korea Spain Sweden Turkey UAE UK USA Total Copyright © 2013 Accenture All rights reserved. 2006 2007 2008 2009 314 302 302 304 316 306 2010 303 375 331 345 354 2011 308 400 401 302 404 300 303 311 300 320 325 302 303 332 303 321 328 307 303 300 302 304 377 355 300 309 306 359 349 311 354 405 408 326 329 301 405 418 314 308 302 300 305 1003 1006 2009 1007 1018 2025 1000 1000 3552 1003 1004 4189 1003 1006 5050 302 326 319 348 305 303 320 314 317 409 300 317 440 7383 306 328 801 804 10173 2012 304 403 400 504 405 339 504 410 201 201 401 401 500 301 314 400 400 322 300 401 293 302 304 301 301 330 414 203 300 300 1003 1200 12662 2013 305 430 400 500 430 320 520 421 202 208 401 400 503 317 314 400 402 320 302 400 300 301 321 319 319 302 405 201 313 301 1034 1256 12867 38