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Digital Disconnect in Customer Engagement

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The eleventh annual Accenture Global Consumer Pulse Survey measured the experiences of 24,489 customers in 33 countries and across 11 industries to assess consumer attitudes toward marketing, sales and customer service practices.

Our results show that even in the “digital age,” human interaction remains a vital component of customer satisfaction.

Publicada em: Tecnologia

Digital Disconnect in Customer Engagement

  1. 1. Rebalancing digital and traditional investments to drive growth Digital Disconnect in Customer Engagement
  2. 2. Copyright © 2016 Accenture All rights reserved. 2 11th Annual Global Consumer Pulse Research • In our 11th year, the Accenture Global Consumer Pulse Research surveyed more than 24,000+ consumers in 33 countries across 11 industries to evaluate issues ranging from service expectations and purchasing intentions to retention, loyalty, satisfaction, and switching. Digital Disconnect in Customer Engagement
  3. 3. Copyright © 2016 Accenture All rights reserved. 3 Abandon the human connection at your own risk. WARNING!
  4. 4. Copyright © 2016 Accenture All rights reserved. 4 Digital Disconnect in Customer Engagement Accenture Strategy research highlights three key issues that show companies have lost sight of the importance of human interaction.
  5. 5. Copyright © 2016 Accenture All rights reserved. 5 Issue 1: Too much reliance on digital technologies has given rise to “human-less” customer services.
  6. 6. Copyright © 2016 Accenture All rights reserved. 6 Accenture Strategy research revealed… of U.S. consumers prefer dealing with human beings over digital channels to solve customer services issues. 83% 52% of consumers have switched provider in the past year due to poor customer service.
  7. 7. Copyright © 2016 Accenture All rights reserved. 7 The worst offenders for delivering poor customer service: Banks Retailers Cable & Satellite Providers Accenture Strategy research revealed…
  8. 8. Copyright © 2016 Accenture All rights reserved. 8 The estimated cost of customers switching due to poor service in the U.S. $1.6 trillion Accenture Strategy research revealed…
  9. 9. Copyright © 2016 Accenture All rights reserved. 9 Issue 2: Human interaction is a vital component of customer satisfaction, even in the “digital age.”
  10. 10. Copyright © 2016 Accenture All rights reserved. 10 of U.S. consumers prefer dealing with human beings over digital channels to get advice. 77% Accenture Strategy research revealed… 46% agree that in-store service is the best channel for getting a tailored experience.
  11. 11. Copyright © 2016 Accenture All rights reserved. 11 Issue 3: There is huge room for improvement in the delivery of today’s customer services.
  12. 12. Copyright © 2016 Accenture All rights reserved. 12 of consumers admit that it is extremely frustrating dealing with a company that does not make it easy to do business with them. 81% Accenture Strategy research revealed…
  13. 13. Copyright © 2016 Accenture All rights reserved. 13 expect customer service to be easier and more convenient. 73% 61% want customer service to be faster. Accenture Strategy research revealed…
  14. 14. Copyright © 2016 Accenture All rights reserved. 14 of consumers will not go back once they have switched providers. 68% Accenture Strategy research revealed… of “switchers” feel the company could have done something to retain them. 80%
  15. 15. Copyright © 2016 Accenture All rights reserved. 15 report that if companies could provide customers with better live or in-person customer service, it would have impacted their decision to switch provider. 83% Accenture Strategy research revealed…
  16. 16. Copyright © 2016 Accenture All rights reserved. 16 How leaders of customer services succeed Organizations that want to rebalance their digital and traditional customer service channels should look to: • Put the human and physical elements back into customer services: Rethink your investment strategy. The focus should be on delivering satisfying customer experiences – not methods of interaction. Ensure your channel management approach delivers integrated experiences. • Make it easy for customers to switch channels to get the experiences they want: Build customer service channels that enable consumers to fluidly move from digital to human interaction to get the outcomes they desire. • Root out toxicity: Define and address the most toxic customer experiences across all channels. These experiences can directly impact profitability. Identify the experiences that have the greatest potential downside and leverage those insights to guide an investment strategy.
  17. 17. LEARN MORE about how companies need to rebalance digital and traditional investments on our website: Digital disconnect in customer engagement: The need to rebalance digital and traditional investments
  18. 18. Copyright © 2016 Accenture All rights reserved. 18 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 373,000 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. About Accenture Strategy Accenture Strategy operates at the intersection of business and technology. We bring together our capabilities in business, technology, operations and function strategy to help our clients envision and execute industry-specific strategies that support enterprise-wide transformation. Our focus on issues related to digital disruption, competitiveness, global operating models, talent and leadership helps drive both efficiencies and growth. For more information, follow @AccentureStrat or visit www.accenture.com/strategy. Contact: robert.e.wollan@accenture.com rob.w.honts@accenture.com Kevin.n.quiring@accenture.com Join the conversation: @AccentureStrat

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