Accenture global-consumer-pulse-research-study-2013-key-findings-131217014256-phpapp02

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
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.

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.


5

• 

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.


6

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.


7

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

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%

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%


10%

Did not switch

Switched

Property & casualty insurance
providers
Hotels


20%

10%
11%
9%


52%

51%

26%

10%

69%

Global 2008

29%

10%

Global 2009

30%

12%


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)

7%
10%


14%

** Property & casualty insurance providers

9%

Retail banks

8%
9%

* Hotels
Consumer electronics manufacturers

10%
7%


** 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

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

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

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


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

14

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


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

** 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%


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%


2013

18%

2012


18%

2013

30%

14%

2012
2013

16%

2012


14%
15%

33%
36%
30%
34%
31%

Retail banks
Consumer electronics
manufacturers

15%
15%

2013

15%

2012


2013
2012


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%

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


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

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


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

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


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


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


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


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%

support representatives, in-home
service representatives and sales
associates to be more
knowledgeable/better trained

67%
66%

65%

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.)


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)
associates to know more about me /
my preferences

2013

51%
42%

28%
21%

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%

support to be faster

75%
73%
75%
76%
75%

support to be easier / more
convenient to obtain

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)
associates to know more about me /
my preferences

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


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


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%

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

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%

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


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


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


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


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)

2013

41%

2012

40%

2013


19%
26%

25%

23%

21%

30%

2013

29%

2012

29%

2013
2012

22%
21%
23%

28%

24%

26%

22%

19%

2012

** Property & casualty insurance
providers
* Hotels

25%

2012

25%

21%

18%

2012

18%

2012
2013
2012


35%
19%

2013

2013

36%

13%

2013


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


2012
2013



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


14%

37%

2012

2013


41%

2012
2013
2012


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
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


58%

Retail banks

57%

34%


Cable and satellite providers

30%

Property & casualty insurance providers

30%


29%
26%

Hotels



52%


20%

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


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

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