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Accenture’s Global Consumer Pulse Survey provides insight into the digital customer and why customers are more apt to switch retail providers than ever before.
The dynamics of the digital customer require different responses from retailers. But Accenture’s research shows that companies’ efforts are falling short and the percentage of customers switching providers due to poor customer service has increased.
Hyper-relevance is a must. 66% of customers switched providers due to poor customer service—yet 82% say it could have been prevented.
Make it easy. 80% of customers are frustrated by having to repeat the same information through multiple channels.
Assume customers are online. 89% of customers use at least one online channel when looking for products, with the average using three.
Be mobile. 45% of customers said better service and support via their mobile device would have made a difference in their decision to switch.
Social media sites have influence. 28% of consumers agree that comments on social media sites contribute to their consideration of buying.
View the full results here.
April 9, 2014
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