The eleventh annual Accenture Global Consumer Pulse Survey measured the experiences of 24,489 customers in 33 countries and across 11 industries to assess consumer attitudes toward marketing, sales and customer service practices.
Our results show that even in the “digital age,” human interaction remains a vital component of customer satisfaction. Eighty-three percent of U.S. consumers prefer dealing with human beings over digital channels.
Furthermore, fifty-two percent of consumers have switched providers in the past year due to poor customer service. In the U.S., the estimated cost of customers switching due to poor service is $1.6 trillion.
Reliance on digital technologies has resulted in “human-less” customer services:
83 percent of U.S. consumers prefer dealing with human beings.
52 percent have switched providers in the past year due to poor customer service.
In the U.S. the estimated cost of customers switching due to poor service is $1.6 trillion.
Human interaction is vital to customer satisfaction:
77 percent of U.S. consumers prefer dealing with human beings for advice.
45 percent are willing to pay more for better customer service.
65 percent agree in-store service is the best channel for tailored experiences.
Room for improvement in customer services delivery:
73 percent expect customer service to be easier and more convenient; 61 percent, faster.
Having switched, 68 percent of consumers will not go back.
80 percent of “switchers” feel the company could have done something to retain them—83 percent said better live/in-person customer service would have impacted their decision.
The most profitable customers navigate multiple paths to get the outcomes they want. To catch and keep those consumers, companies need to offer digital and traditional interactions that customers value, appreciate and can’t do without.
To re-balance digital and traditional customer service channels, companies should:
Put the human and physical elements back into customer services by rethinking investment strategies to focus on delivering satisfying, integrated customer experiences across all channels.
Make it easy for customers to fluidly move from digital to human interactions to get the experiences they want.
Identify the customer experiences that have the greatest potential downside and leverage those insights to guide investment strategies.
Guarantee personal data security so that customers will be more willing to hand over personal information which can be leveraged to deliver better experiences.
Senior Managing Director, Accenture Strategy
Advanced Customer Strategy Global Lead
Managing Director – Accenture Strategy
Pricing and Commercial Strategy, Global Lead