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Winning the digital game with a human touch

Transform your go-to-market strategy to improve customer experience across the purchase journey.

Overview

Accenture's latest thought leadership report, "Winning the digital game with a human touch," illustrates that in order to meet the demands of this new age consumer, companies need to transform their go-to-market strategy to not only be present across all channels, but also offer a blend of physical and digital interfaces that improve customer experience across the purchase journey

The report builds on key consumer insights and pain points derived from Accenture’s Global Consumer Pulse Research 2015. It outlines that service providers need to keep two critical factors in mind. First, companies must devise the right omnichannel strategy for a seamless, connected and consistent customer experience across channels. Second, they must leverage the human interaction to upsell and cross-sell, and offer personalized services

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Key Findings

  • Eighty-eight percent of Indian consumers have switched service providers in at least one industry

  • Seventy-five percent of consumers who switched and were looking for a new provider cited customer service as the main factor that would drive their choice of the new provider. This trend is evident across industries in India, and was especially relevant for the service industry.

  • Sixty-one percent of consumers who switched cited overall quality of customer experience as the main reason

  • Forty percent of consumers in the banking, Internet service providers, and consumer goods and retail industries found the differentiation in company offers to be limited. As many as 55 percent of the consumers in these industries admitted to shopping elsewhere for better deals, indicating a clear gap in the “customer experience.”

  • To meet the demands of this new age consumer, companies need to transform their go-to-market strategy to not only be present across all channels, but also offer a blend of physical and digital interface that offers an improved consumer experience across each stage of the purchase journey.

  • Fifty-nine percent use digital channels to learn about products and services and an even larger majority of consumers (67 percent) use online or digital channels to make their purchases

  • For post-purchase and for resolving customer service issues, only 34 percent first turn to online support provided by the company

Recommendations

To win over the digital customer, companies need to purposefully weave in human interactions at touchpoints that digital cannot address effectively.

  • Consumers are ready and willing to embrace the human element in their purchase journey but have higher expectations from such human interactions

  • Well executed human customer service elements score high on customer satisfaction and provide an opportunity for up-selling / cross-selling

DOWNLOAD THE REPORT [PDF]

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