Are you a keeper? Accenture 2019 Keep Me Index
December 10, 2019
December 10, 2019
Accenture conducted research with almost 24,000 customers globally who subscribe to and regularly interact with Communications Service Providers (CSPs) spanning wireless and television/video services, as well as digital platform brands, to measure their likeliness to stay with a brand for the long run.
The result is the “Keep Me Index (KMI),” which is designed around a set of relationship factors that measure how customers think, feel and talk about a brand:
80 percent of consumers who switched providers told us that the company could have done something differently to retain them.
In the race to establish a high degree of stickiness through effective, long-term customer relationships, who has the edge—CSPs or digital platform players? This year, for the first time in our KMI research, it’s pretty much a dead heat. On average, traditional CSP brands are catching up to digital platforms in their likelihood and ability to retain customers, with a more than 50 percent gain on digital-native competitors over the past two years.
Analysis of our KMI findings points to a three-tiered strategy for maintaining enduring, reciprocal and authentic relationships with customers.
Digital Platforms’ KMI lead over other brands has greatly diminished from 2017-2019