The FINANCIAL -- Two out of three consumers switched companies – including
wireless phone, cable and utilities – as a result of poor customer
service in 2011 even as their satisfaction with the services provided by
those companies rose, according to new research released by
Accenture.
The research findings pose new challenges for marketers as they focus on building customer loyalty and improving market share in a very competitive business environment.
The Accenture Global Consumer Survey asked consumers in 27 countries to evaluate 10 industries on issues ranging from service expectations and purchasing intentions to loyalty, satisfaction and switching.
Among the 10,000 consumers who responded, the proportion of those who switched companies for any reason between 2010 and 2011 rose in eight of the 10 industries included in the survey. Wireless phone, cable and gas/electric utilities providers each experienced the greatest increase in consumer switching – five percentage points. This includes consumers who switched entirely to another provider as well as those who continued to do business with their current provider but added services from another provider – a new, but growing trend. According to the survey, customer switching also increased by 4 percent in 2011 in the wireline phone and internet service sectors.
The survey also found that fewer than one-quarter of consumers surveyed feel “very loyal” to his or her providers, while 24 percent indicated that they had no loyalty at all. And, only half indicated that they are strongly influenced by at least one loyalty program offered by their service providers.
At the same time, however, consumer satisfaction with their providers’ customer service actually increased in 2011 in 10 attributes measured by the survey. These attributes include the wait time for service, the ability to resolve issues without speaking with an agent and speaking with just one customer service agent to resolve an issue.
Related Stories
