Accenture Global Consumer Pulse Survey Global & U.S. Key Findings
Contents Executive Summary Overview of the Switching Economy Key Findings Methodology and Survey Sample Copyright 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 ( forecasts) across utilities, communications, financial services, insurance, consumer goods retailing, consumer electronics and hotels & lodging in 33 countries*. o Switching data from Accenture s Global Consumer Pulse Research. 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) Global Asia (China & India) North America (US & Canada) Western Europe Rest of Asia & Pacific,1.0,0.8,1.7,1.4 **,5.9 The Switching Economy represents 10- of total annual disposable income in most mature markets against 20- 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. Central & South America Eastern Europe, Middle East & South Africa Source: Accenture analysis, **Note: US only: 1.3 trillion US dollars Countries in scope : Argentina, Australia, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Finland, France, Germany, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, Netherlands, Norway, Philippines, Poland, Russia, Singapore, South Africa, South Korea, Spain, Sweden, Turkey, UAE, United Kingdom and USA. Copyright Accenture All rights reserved. 4,0.5,0.5
Executive Summary (cont.) The ninth annual Accenture Global Consumer Pulse Survey, which measured the experiences of 13,168 customers in 33 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. 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. Additionally, the rate of loyalty barely budged among U.S. customers, rising just one percent since, and customers willingness to recommend a company rose by just two percent. Copyright 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. 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 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 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. Percent of consumers who switched due to poor customer service US by Industry - US Consumer goods retailers 27% US 49% Cable & satellite providers Retail banks 1 US 54% 46% Landline phone companies 6% Internet service providers 9% Did not switch Switched Wireless phone companies 6% 7% Hotels 6% 7% Property & casualty insurance providers 5% 3% Gas & electric utilities US US Copyright Accenture All rights reserved. 9
Globally, there is a 4 percent increase in switching due to poor customer service from 6 to 66%. Percent of consumers who switched due to poor customer service Global by Industry Global Global 2005- Global 66% 3 6 Consumer goods retailers Retail banks 1 2 Global 2011 Global 2010 Global 2009 66% 64% 69% Internet service providers Wireless phone companies 17% Global 2008 67% Landline phone companies Global 2007 Global 2006 Global 2005 41% 4 59% 5 49% Gas & electric utilities Property & casualty insurance providers 9% 9% 19% Did not switch Switched Cable & satellite providers Hotels 6% Global Emerging Markets Mature Markets Copyright Accenture All rights reserved. 10
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 * Having to contact the company multiple times for the same reason 1% 1% 17% 74% - US 1% 69% * Being on-hold for a long time when contacting 1% 1% the company * 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 * Dealing with employees who are unfriendly or impolite * Being sold other products or services when I contact the company with a service request through any of its channels Having to wait for a response after I ve requested customer service Running into business policies that get in the way of my goals Having to complete a lot of paperwork or electronic forms * Not being able to understand information the company provides me Running into technology issues that get in the way of my goals 1% 1% 9% 1% 1% 1% 1% 1% 1% 1% 17% 1% 3% 17% 3% 1% 3% 1% 3% 3 69% 66% 64% 64% 66% 56% 47% 49% 43% 46% 44% 1% 1 1% 1% 1% 1 1% 1 3% 1% 3% 1% 4% 4% ** Having a company's online channels for * Slight word changes in customer service and support not be optimized for my mobile phone or tablet device ** New item included in Copyright Accenture All rights reserved. Not frustrating At all 1 2 3 4 5 Extremely frustrating 11 5% 5% 3 6 61% 6 67% 5 54% 4 4 39% 3 39%
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 * 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 Running into technology issues that get in the way of my goals Having to wait for a response after I ve requested customer service * Not being able to understand information the company provides me 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 1% 3% 1 1% 3% 1% 4% 1% 4% 1% 4% 3% 4% 1% 4% 5% 19% 1% 5% 1% 4% 5% 5% 1 19% 2 2 2 3 Copyright Accenture All rights reserved. Not frustrating At all 1 2 3 4 5 Extremely frustrating 12 65% 65% 6 - Global 60% 61% 55% 63% 5 5 5 57% 4 53% 47% 49% 43% 45% 39% 40% 39% 39% 37% 27% 3% 1 19% 4% 4% 4% 16% 3% 5% 3% 3% 3% 4% 1 5% 5% 5% 6% 3% 1 17% 19% 2 3 3 65% 61% 65% 5 57% 63% 53% 49% 45% 40% 39% * Slight word changes in ** New item included in
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 - US Dealing with a company that does not make it easy to do business with them 1% 1 63% 59% 6 Having them promise one thing but deliver another Realizing that the company cannot be trusted on how to use personal information I provided them 3% 1 3% 16% 16% 16% 64% 67% 5 66% 61% Dealing with employees who are not knowledgeable or do not acknowledge my specific needs and preferences when I'm considering buying 3% 4% 27% 27% 54% 5 * Having a company ask me the same questions or 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 3% 3% 5% 3% 3% 5% 16% 2 44% 43% 43% Being exposed to inconsistent experiences or treatments when using different channels 4% 4% 2 * Not being able to access information or buy a product / service using multiple channels of my choice Realizing that the company is not using the information it has about me to make interactions and offers more relevant for me ** 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 4% 1 1 3 27% Not Frustrating At All 1 2 3 4 Extremely Frustrating 5 * Slight word changes in Copyright Accenture All rights reserved. 13 ** New item included in 2 3
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 - Global Having them promise one thing but deliver another 4% 9% 5% 1 19% 60% 59% 59% Realizing that the company cannot be trusted on how to use personal information I provided them Dealing with a company that does not make it easy to do business with them 3% 5% 9% 3% 5% 17% 6% 17% 7% 16% 17% 54% 5 5 49% 47% Dealing with employees who are not knowledgeable or do not acknowledge my specific needs and preferences when I'm considering buying 3% 6% 7% 7% 17% 27% 47% 45% * Having a company ask me the same questions or 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 4% 7% 3% 7% 9% 3 * Not being able to access information or buy a product / service using multiple channels of my choice 6% 2 Being exposed to inconsistent experiences or treatments when using different channels ** 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 Realizing that the company is not using the information it has about me to make interactions and offers more relevant for me 4% 7% 9% 16% 3 * Slight word changes in Copyright Accenture All rights reserved. Not Frustrating At All 1 2 3 4 Extremely Frustrating 5 ** New item included in 14 27%
In the U.S., customer satisfaction fell by one percent since. 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 - US Overall satisfaction with providers Feel loyal toward providers Will recommend providers to others Not at all Very much Not at all Very much Not at all Very much 45% 19% 46% 3 9% 17% Change -1% +1% + Copyright Accenture All rights reserved. 15
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 - Global Average and by Industry Overall satisfaction with Not at all providers Very much Feel loyal toward providers Not at Very all much Will recommend providers to others Not at Very all much Gas & electric utilities Wireless phone companies 2 3 27% 27% Landline phone companies 16% 27% Cable & satellite providers 27% Internet service providers 3 37% 2 27% Retail banks 27% 39% 3 Consumer electronics 9% manufacturers 7% Consumer goods retailers 7% 6% 37% * Property & casualty 2 insurance providers * Hotels 27% 1 3 3 Global Average 1 3 1 19% Copyright Accenture All rights reserved. 16
In the U.S., the adoption of loyalty programs has declined slightly across most industries versus last year. The effectiveness of loyalty programs, in terms of making customer more likely to stay with their provider, was mixed. Adoption of loyalty programs and persuasion of programs to stick with providers Participation (at least 1 program) 2011- US Persuasion (much & very much) Retailers Hotels Airlines Banks Cable/satellite television service providers Wireless/cell phone companies Internet service providers Home telephone service providers * Property & Casualty (P&C) insurance 16% 1 1 9% 5% 16% 17% 17% 16% 41% 3 3 69% 67% 64% 49% 53% 44% 49% 57% 5 6 61% 4 59% 55% 46% 55% 53% Utility companies 9% 5 1 5 9% 47% Copyright Accenture All rights reserved. 2011 * Property & Casualty (P&C) insurance included in ; previous years 17 was Life Insurance 6 61% 59% 57% 5 56% 5 55% 5 55% 55% 6
Globally, adoption of programs across industries is in line with last year. The effectiveness of loyalty programs, in terms of making a customer more likely to stay with a provider, saw a very small increase since 2011. Adoption of loyalty programs and persuasion of programs to stick with providers Participation (at least 1 program) 2011- Global Persuasion (much & very much) Retailers Banks Wireless/cell phone companies Internet service providers Airlines Hotels Home telephone service providers Utility companies Cable/satellite television service providers 3 27% 56% 50% 5 5 53% 54% 50% 49% * Property & Casualty (P&C) 54% 16% 50% insurance 16% Copyright Accenture All rights reserved. 2011 * Property & Casualty (P&C) insurance included in ; previous 18 years was Life Insurance 3 54% 53% 53% 55% 53% 53% 56% 55% 55% 49% 4 50% 5 56% 57% 57% 56% 57%
General Characteristics 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 - US Top 2 boxes * Having the service and support experience match the promise a company makes to me upfront 3% 6% 4% 5% 40% 3 19% 5 57% * Having access to customer service and support when I want it and how I want it 4% 5% 9% 16% 53% 50% * Being able to access customer service and support using multiple channels 5% 4% 7% 37% 16% 5 57% The amount of time it takes to completely resolve my issue or problem 6% 7% 17% 16% 50% 49% * The amount of time it takes to read and understand information the company provides me 6% 6% 37% 3 46% 50% * Being able to resolve questions / issues on my own, without speaking to a service agent 7% 7% 1 3 3 43% 44% The amount of time I have to wait 4 to be served 9% 43% Slight word changes in Excludes NA responses Copyright Accenture All rights reserved. Not satisfied At all 2 3 4 Extremely satisfied 19
General Characteristics 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 * Having the service and support experience match the promise a company makes to me upfront * Having access to customer service and support when I want it and how I want it * Being able to access customer service and support using multiple channels * The amount of time it takes to read and understand information the company provides me The amount of time it takes to completely resolve my issue or problem * Being able to resolve questions / issues on my own, without speaking to a service agent 2011 2011 2011 2011 2011 2011 4% 5% 5% 4% 5% 5% 5% 5% 6% 6% 7% 9% 7% 7% 2011- Global 9% 1 1 1 17% 3 3 39% 39% 37% 40% 37% 3 37% 40% 39% 40% 17% The amount of time I have to wait to be served 17% 2011 19% 9% 3 Slight word changes in Excludes NA responses Copyright Accenture All rights reserved. Not satisfied At all 2 3 4 Extremely satisfied 20 37% 37% 3 2 2 2 27% 1 1 1 1 1 Top 2 boxes 50% 50% 45% 47% 50% 46% 46% 49% 45% 43% 43% 40% 40% 40% 40% 40% 3
In the U.S., 81% 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? - US No 17% 19% Resolve my issue(s) in the first contact 7% 7 74% Recognized & rewarded me for doing more business with them 4 56% Yes 83% 81% ** Contacted me proactively to let me know about ways to enhance my experience with them 4 Offered me preferential treatment (such as Platinum / Gold service levels) 4 US US ** Offered me better service and support options via my mobile device(s) 2 Would not have impacted switching decision (1, 2, 3) (4, 5, 6, 7) Would have impacted switching decision (8, 9, 10) ** New item included in Base size: respondents who agreed that their service provider could Copyright Accenture All rights reserved. have done something differently in order to have kept them 21
Globally, 8 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? - Global No Resolve my issue(s) in the first contact 6 67% * Contacted me proactively to let me know about ways to enhance my experience with them 55% Yes 85% 8 Recognized & rewarded me for doing more business with them 54% * Offered me better service and support options via my mobile device(s) 45% Offered me preferential treatment (such as Platinum / Gold service levels) 3 41% 44% Global Global * New item included in 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 Copyright Accenture All rights reserved. have done something differently in order to have kept them 22
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) 57% 5 57% 5 2010- US US US 4 39% Their Their price Their Their Their Their They are There was * Their ability * Proactive customer product convenience reputation / promotion based in little to offer communications service trusted the same differentiation customer image country among the service and from them where I live competitors solutions via * New item included in Difference between digital / mobile & is >= 5% / social media interactions Copyright Accenture All rights reserved. Base size: respondents who switched service providers in the past year due to poor customer service 23
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- Global Global Global 63% 60% 61% 64% 6 59% Global 2011 5 49% 49% 46% 45% 44% 40% 37% 3 3 27% 27% 17% Their Their price Their Their Their Their They are There was * Their ability * Proactive customer product convenience reputation / promotion based in little to offer communications service trusted the same differentiation customer image country among the service and from them where I live competitors solutions via * New item included in digital / mobile / social media interactions Copyright Accenture All rights reserved. Base size: respondents who switched service providers in the past year due to poor customer service 24
In the U.S., despite slightly higher switching due to poor customer service, expectations declined by this year. Change in customer service expectations as compared to 12 months ago - US 1 71% 4% 1 63% 17% Much/slightly lower The same Slightly higher Much higher Copyright Accenture All rights reserved. 25
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- Global 59% 6% - Emerging vs. Mature Markets Emerging 9% 45% 2011 49% 3 1 Emerging 6% 4 16% 2010 Mature 70% 16% 3% 2009 9% 53% Mature 64% 7% 2008 56% 5% 2007 1 56% 27% 6% Much/slightly lower The same Slightly higher Much higher Copyright Accenture All rights reserved. 26
Among U.S. customers, have much higher expectations of getting specialized treatment for being a good customer than last year. Customer service factors for which expectations have increased US * I expect customer service and support to be easier / more convenient to obtain 79% 79% * I expect customer service and support representatives, in-home service representatives and sales associates to be more knowledgeable/better trained * I expect customer service and support to be faster 67% 66% 65% 5 * I expect more options for obtaining service and support (e.g., by phone, online, at store locations, via mobile devices, etc.) 5 56% * 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 2 service representatives and sales associates to know more about me / my preferences * Slight word changes in Copyright Accenture All rights reserved. Base size: respondents whose customer service 27 expectations are higher when compared to 12 months ago. 4
Globally, expectations have increased across the board, compared to. 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 - Global * I expect customer service and support to be faster * 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 * I expect more options for obtaining service and support (e.g., by phone, online, at store locations, via mobile devices, etc.) 77% 69% 71% 8 6 75% 73% 75% 76% 75% 6 61% 67% 61% 63% 60% 5 60% 65% 50% * I expect specialized treatment for being a good customer (e.g., quicker response or access to information, services reserved for best customers) 55% 4 50% 60% 46% Global * I expect customer service and Global support representatives, in-home 2 service representatives and sales Global 2011 associates to know more about me 3 Emerging Markets / my preferences * Slight word changes in Mature Markets Base size: respondents whose customer service and Copyright Accenture All rights reserved. support expectations have increased within the 28past year
In the U.S., 4 of U.S. customers use official review sites, and 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. Channels used and importance when learning about companies products and services Word-of-mouth information from people I know (family, friends, coworkers) In-store information from sales people or displays 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 Print advertising (newspaper, magazine) Online information from sources like expert review sites, news sites or product comparison sites) Paid advertising on TV or radio Direct mail or telemarketing Online information from Social Media sites like Twitter, Facebook, Pinterest, User forums and others Online advertising shown when making queries on search engines such as Google, Bing or Yahoo Online advertising through banner ads, pop-up ads, ads on Facebook and so on 9% 5% 3 45% 43% 5 50% 49% 4 5 Sources used 71% Source importance (important & very important) US I tend to trust comments about companies/brands on social media sites posted by people I know (family, friends, co-workers...) I tend to trust comments about companies/brands on social media sites posted by people I don t know Negative comments posted on social media sites contribute to my consideration of not buying a given product or service Positive comments posted on social media sites contribute to my consideration of buying a given product or service Portion of consumers that posted negative comments after having a bad customer service experience Portion of consumers that posted negative comments after having a bad Marketing & Sales experience Trust, Influence of Use of Social Media Copyright Accenture All rights reserved. * New item included in survey 29 56% 43% 46% 49% 9% Disagree (1, 2, 3) Neutral (4, 5, 6, 7) Agree (8, 9, 10) US US
Globally, word-of-mouth and online channels remain the primary information sources used. Channels used and importance when learning about companies products and services 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) In-store information from sales people or displays Online information from sources like expert review sites, news sites or product comparison sites 44% 4 77% 71% 65% 64% Print advertising (newspaper, magazine) 59% Paid advertising on TV or radio ** 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 Online advertising shown when making queries on search engines such as Google, Bing or Yahoo 49% 4 4 45% Sources used Source importance (important & very important) Direct mail or telemarketing 16% 3 Online advertising through banner ads, pop-up ads, ads on Facebook and so on ** New item included in Copyright Accenture All rights reserved. 30
Globally, the influence of social media has stabilized globally this year. Positive and negative comments still hold influence in a consumers and almost one in three trust comments posted by people they know. Trust, Influence of Use of Social Media 2011- Global 3 2 2 2 2 27% 27% 17% 16% 16% 49% 5 55% 55% 54% 54% 46% 4 4 46% 49% 50% 47% 50% 4 46% 46% 4 45% 45% 49% 54% 54% 17% 19% 17% 16% 19% 2 2 3 37% 2011 2011 2011 2011 2011 2011 2011 2011 2011 I tend to trust comments about companies/brands on social media sites posted by people I know (family, friends, coworkers...) Positive comments posted on social media sites contribute to my consideration of buying a given product or service. Negative comments posted on social media sites contribute to my consideration of not buying a given product or service Agree (8,9,10) Neutral (4,5,6,7) Disagree (1,2,3) The use of social media sites has increased my overall awareness about products and services from providers I did not know of before I like seeing companies get directly involved in contributing to discussions in social media environments Comments posted on social media sites influence my opinions about companies or brands in general I am more likely to do business with a company that I know I can interact with in a social media environment The use of social media sites like blogs, bulletin boards, Facebook, MySpace, Twitter, etc. has increased my overall engagement with my current providers and their brands I tend to trust comments about companies/brands on social media sites posted by people I don't know Copyright Accenture All rights reserved. 31
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 US 4% 9% Always access these sites via my mobile device(s) I access these sites the majority of the time via my mobile device(s) 75% Percentage of US respondents who did make use of at least one online source 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 Copyright Accenture All rights reserved. about the companies products and services 32
Globally, 3 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 Global, Emerging and Mature Markets 3 4% 6% Always access these sites via my mobile device(s) 16% 17% 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) 54% I access these sites a minority of the time via my mobile device(s) 3 I never access these sites via a mobile device Global Emerging Markets Mature Markets * New question included in Base size: Respondents who used (at least one) online source / channel to learn Copyright Accenture All rights reserved. about the companies products and services 33
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 US 3 Getting rewarded for making use of these channels (e.g. loyalty points or some form of discount off my next purchase) Enabling me to have more control over them 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 Getting explanations on how to use them (e.g. short online tutorials, in-store demo, telephone & screen sharing tutorials, brochures etc.) 9% Other 4% None of these would motivate me to make use of these channels 4 New question included in Base size: US respondents who did not use online sources / channels to Copyright Accenture All rights reserved. learn about the companies products and services 34
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.) Getting some form of guarantee that I will not be spammed afterwards Global 44% Having them more tailored to suit my needs and preferences Getting rewarded for making use of these channels (e.g. loyalty points or some 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, telephone & screen sharing tutorials, brochures etc.) Learning from family and friends how easy and effective it is to use them 2 Other None of these would motivate me to make use of these channels New question included in Base size: Respondents who did not use online sources / channels to learn about the companies products and services Copyright Accenture All rights reserved. 35
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. Consumers agreeing/disagreeing their provider delivers tailored experience - US Gas & electric utilities Wireless phone companies Landline phone companies Cable & satellite providers Internet service providers Retail banks Consumer electronics manufacturers Consumer goods retailers ** Property & casualty insurance providers Did not deliver Tailored Experience (Does not describe at all: 1, 2, 3) 41% 40% 2 19% 19% Did deliver Tailored Experience (Describes very well: 8, 9, 10) * Hotels 17% 3 Copyright Accenture All rights reserved. 36 19% 19% 2 2 2
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 - Global Did not deliver Tailored Experience (Does not describe at all: 1, 2, 3) Did deliver Tailored Experience (Describes very well: 8, 9, 10) Gas & electric utilities 41% 37% 16% Landline phone companies 3 Cable & satellite providers 19% Consumer electronics manufacturers 19% Internet service providers Wireless phone companies Consumer goods retailers ** Property & casualty insurance providers Retail banks 27% * Hotels 16% 2 3 Copyright Accenture All rights reserved. 37
Methodology and Survey Sample
Methodology and Survey Sample This year, Accenture surveyed 13,168 consumers in 33 different countries via the Internet between May 28 and July 16,. 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=13,168) Argentina Australia Belgium Brazil Canada Chile China Czech Republic Denmark Finland France Germany India Indonesia Ireland Italy Japan Malaysia Mexico Netherlands Norway Philippines Poland Russia Singapore South Africa South Korea Spain Sweden Turkey UAE UK USA 3% 3% 4% 3% 4% 3% 3% 3% 4% 3% 3% 3% 3% Wireless phone companies Retail banks Consumer goods retailers Gas & electric utilities Cable and satellite providers Property & casualty insurance providers Consumer electronics manufacturers Hotels Internet service providers Landline phone companies 16% 5 5 57% ** Property & casualty insurance providers replaced Life Insurance Providers in * Hotels replaced Travel & Tourism in Copyright Accenture All rights reserved. 39
Respondent Sample Size Breakdown: Countries & Number of Respondents Mature Markets (n=7183) Emerging Markets (n= 5985) 2005 2006 2007 2008 2009 2010 2011 Argentina 303 308 304 305 Australia 300 303 302 375 400 403 430 Belgium 304 331 401 400 400 Brazil 311 314 316 345 302 504 500 Canada 300 302 306 354 404 405 430 Chile 339 320 China 320 325 302 303 332 504 520 Czech Republic 303 410 421 Denmark 201 202 Finland 201 208 France 321 328 300 377 405 401 401 Germany 307 302 355 408 401 400 India 303 304 300 326 500 503 Indonesia 309 329 301 317 Ireland 306 301 314 314 Italy 359 405 400 400 Japan 349 418 400 402 Malaysia 311 314 322 320 Mexico 354 308 300 302 Netherlands 302 401 400 Norway 293 300 Philippines 305 302 301 Poland 301 Russia 303 304 321 Singapore 300 302 320 301 319 South Africa 305 326 314 301 319 South Korea 319 317 330 302 Spain 348 409 414 405 Sweden 203 201 Turkey 306 300 313 UAE 300 328 300 301 UK 1003 1007 1000 1003 1003 317 801 1003 1034 USA 1006 1018 1000 1004 1006 440 804 1200 1256 Total 2009 2025 3552 4189 5050 7383 10173 12662 13168 Copyright Accenture All rights reserved. 40