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Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Accenture Global Consumer Study
Summary of Key Findings
Accenture Global Consumer Survey
2Copyright © 2011 Accenture All Rights Reserved
The Accenture Global Consumer Survey is an annual research project that assesses consumer
attitudes toward customer service and marketing and sales practices.
The research focused on country-specific and industry-specific consumer behaviors and perceptions related to:
• Marketing & Sales practices in terms of channels, experience and loyalty programs
• Customer Service in terms of changing expectations and experience
• Consumer involvement, satisfaction, loyalty, advocacy, buying intentions across industries and the role of pricing
• Digital and Social Media adoption and impact
Accenture surveyed 5,841 end consumers in 17 different countries via the Internet in July-Sep 2010.
Respondents were asked to evaluate 10 industry sectors (up to four industries per respondent)
Methodology
3Copyright © 2011 Accenture All Rights Reserved.
Emerging Markets(n=1,930)
Mature Markets(n=3,911)
By Country
Australia 375
Belgium 331
Brazil 345
Canada 354
China 303
France 377
Germany 355
India 300
Ireland 306
Italy 359
Japan 349
Mexico 354
Singapore 302
South Africa 326
Spain 348
UK 317
USA 440
Total 5841
Industry Responses
Gas & Electric Utilities 2,123
Landline Phone Providers 988
Internet Service Providers 1,230
Consumer Electronics
Manufacturers1,295
Life Insurance Providers 1,297
Wireless Phone Companies 3,196
Cable/Satellite Providers 1,537
Retail Banking/Financial
Services3,117
Consumer Goods Retailers 2,568
Travel & Tourism Providers 1,272
Executive Summary
• For the first time in Accenture’s six years of studying consumer behavior, fewer customers say
they switched service providers than in prior years. This finding reverses a trend seen in each
of the previous four years, in which consumers said poor customer satisfaction lead them to
switch providers.
• At the same time, customers express rising expectations and their satisfaction with the
customer service offered by their service providers continues to decline. In fact, the study
shows that consumer satisfaction is down across the board – in each of the 11 service
characteristics survey respondents were asked to rate. Consumer satisfaction declined in
areas ranging from having customer service available at convenient times to being able to
access service through multiple channels.
4Copyright © 2011 Accenture All Rights Reserved.
Executive Summary (continued)
• The study suggests that one explanation for this seeming paradox is that other factors are
positively influencing customers to remain with their providers, in spite of poor experience with
customer service. Those factors are:
– Increased use of technology, such as e-mail advertisements, online banners, product comparison tools
and online ordering during the buying phase, has improved the consumer experience when deciding to
purchase a service provider’s offerings.
– Increased use of technology for customer service through channels such as automated phone
attendant, live Internet chats and self-service options on a website has improved post-sale consumer
interactions with providers.
– More consumers are participating in loyalty programs, and loyalty programs are persuading them to
stay with their providers. We believe loyalty programs can be an effective way to set expectations
earlier in the customer relationship, and ultimately improve trust and satisfaction.
– Consumers are getting better more and better information from each other. Word of mouth is the
source of information that survey respondents use the most and consider most important when
deciding whether to do business with a service provider. ―Word of mouth‖ is now amplified by social
media sites and networks, vastly expanding the reach of this traditional form of information sharing.
• Still, switching remains high among customers—64 percent of customers switched away from
at least one service provider in 2010, up from 49 percent in 2005.
5Copyright © 2011 Accenture All Rights Reserved.
Key Findings Sections
6Copyright © 2011 Accenture All Rights Reserved.
• Satisfaction with Customer Service
• The Buying Experience and Purchasing Behaviors
• Technology
• Trust and Loyalty
For the first time in our survey‘s history, the number of consumers who switched service
providers as a result of poor customer service declined in 2010
• Two in three consumers have switched
companies in the past year in at least one of the
industries covered by the survey due to poor
customer service. That percentage is down from
the 2009 survey (69%), but still significant.
• Consumers in emerging markets are more
inclined to switch providers due to poor service
across all industries, especially within the retail
and banking industries.
Percentage of consumers who switched any service provider in any industry due to poor customer service
Switching - Global Sample Switching by Industry - Emerging vs. Mature Markets
Satisfaction with Customer Service
7Copyright © 2011 Accenture All Rights Reserved.
Customer service expectations globally continue to rise compared to 12 months ago as
well as five years ago. The change in expectations is consistently higher in emerging
markets.
Change in customer service expectations in 2010 as compared to 12 months and five years ago
5 y
ears
ag
o12 m
on
ths a
go Emerging
Emerging
Mature
Mature
Global Sample Emerging vs. Mature Markets
8Copyright © 2011 Accenture All Rights Reserved.
Satisfaction with Customer Service
How have your customer service expectations changed as compared to 12 months and five years ago?
The customer service areas for which expectations have risen most are easier and more
convenient service, more knowledgeable representatives and faster service.
In what ways have your customer service expectations increased? (Choose all that apply):
Global Sample and Emerging vs. Mature Markets
Easier/more convenient to obtain customer service
Customer service representatives to be more
knowledgeable
Faster customer service
More options for obtaining service
Specialized treatment for being a good customer
More options for handling my personal finances
Customer service representatives to know more
about me
Other
• Among the people saying they have higher customer expectations now, the greatest increase globally is for more convenient customer service (76%), more knowledgeable or better trained customer service representatives (74%), and faster customer service (71%).
• Fewer consumers expect that customer service representatives know more about them (only 32%, though a substantial increase since 2009, where only 19% held this expectation).
• Emerging markets tend to have more areas where their expectations are on the rise compared to mature markets, the biggest difference being around specialized treatment for being a good customer (60% compared to 39% mature markets).
9Copyright © 2011 Accenture All Rights Reserved.
Satisfaction with Customer Service
Being on-hold for a long time when contacting customer service
Dealing with customer service agents who are unfriendly or impolite
Dealing with customer service agents who cannot answer my questions
Having to talk to multiple customer service agents while trying to resolve a single question/issue
Running into business policies that get in the way of my goals
Running into technology issues that get in the way of my goals
Being sold other products or services when I contact customer service
Having to wait for a response after I’ve requested customer service
Not being able to understand information the company sends me
Having to contact customer service multiple times for the same reason
Having to repeat the same information to multiple customer service agents
Having to complete a lot of paperwork or electronic forms
Consumers find themselves most frustrated with being on hold for a long time when
contacting customer service and having to contact customer service multiple times
for the same reason
Primary frustrations with customer service
Global Sample
10Copyright © 2011 Accenture All Rights Reserved.
Satisfaction with Customer Service
At the same time, satisfaction with customer service continues to decline. Consumer
satisfaction with all 11 service satisfaction characteristics measured decreased from the
previous year.
Consumers‘ levels of satisfaction across 11 characteristics of customer service
Gen
era
l C
hara
cte
risti
cs
Co
mp
an
y R
ep
resen
tati
ves
Having access to environmentally friendly options
The amount of time it takes to read and understand information the company sends me
Being able to resolve questions/issues on my own, without speaking to a service agent
The amount of time it takes to completely resolve my issue or problem
The amount of time I have to wait to be served
Having employees who are polite and friendly
Having employees who are knowledgeable and well-informed
Having customer service people who can deal with my issue without having to refer me to
another personHaving customer service people who know my history based on information I have previously
provided, so I don’t have to repeat myself each time I talk to someone
Having customer service available at convenient times
Being able to access customer service using multiple channels
-
-
--
-
-
--
-
-
-
Global Sample
• In terms of general customer service characteristics, consumers are least satisfied with the amount of time they have to wait before they are attended to (27% satisfied vs. 40% dissatisfied).
• With regard to company representatives, consumers are most satisfied with being able to deal with employees who are polite and friendly, knowledgeable and well-informed. However, the level of satisfaction is significantly lower than the previous year.
11Copyright © 2011 Accenture All Rights Reserved+ /- Where shift of Extremely between 2009 & 2010 is > 5%
Satisfaction with Customer Service
The amount of time I have to wait to be served
Having customer service available at convenient times
The amount of time it takes to read and understand information the company sends me
Being able to resolve questions/issues on my own, without speaking to a service agent
Having access to environmentally friendly options
Having employees who are knowledgeable and well-informed
Having employees who are polite and friendly
Having customer service people who can deal with my issue without having to refer me to
another person
Having customer service people who know my history based on information I have previously
provided, so I don’t have to repeat myself each time I talk to someone
The amount of time it takes to completely resolve my issue or problem
Being able to access customer service using multiple channels
Gen
era
l C
hara
cte
risti
cs
Co
mp
an
y R
ep
resen
tati
ves
Global Sample
The majority of consumers cited as most important the amount of time they have to wait to
be served (55%) and the amount of time it takes to completely resolve service issues
(54%)
12Copyright © 2011 Accenture All Rights Reserved.
Satisfaction with Customer Service
Consumers‘ assessment of level of importance of each of the 11 characteristics of customer service
Only 21% on average across industries feel their providers deliver tailored experiences
―very well,‖ indicating a one-size-fits-all approach does not work for customer service
Number of consumers who indicate their providers offer a tailored customer service experience
Travel & Tourism
Life Insurance Providers
Consumer Goods Retailers
Consumer Electronics
Manufacturers
Retail Banking / FS Providers
ISP
Cable / Satellite Companies
Landline Phone Companies
Wireless Phone Companies
Gas & Electric Utilities
13Copyright © 2011 Accenture All Rights Reserved
Satisfaction with Customer Service
Global Sample by Industry
Over the next 12 months, most consumers plan to buy the same amount from providers
they do business with
Global Sample
Over the next 12 months, what do you anticipate doing as relates to purchases?
Buy the same amount from the company/ies I do business
with today
Buy more products and services from the
company/ies I do business with today
Buy fewer products and services form the
company/ies I do business with
• The percentage of consumers who intend to purchase more through 2011 as compared with 2010 has increased from 26% to 54%
14Copyright © 2011 Accenture All Rights Reserved
The Buying Experience and Purchasing Behaviors
The greatest proportion of consumers intend to increase purchases of products and
services from consumer goods retailers, consumer electronics manufacturers and travel
& tourism companies
15Copyright © 2011 Accenture All Rights Reserved.
The Buying Experience and Purchasing Behaviors
Gas and
Electric
Utility
Providers
Wireless
Phone
Service
Providers
Landline
Phone
Service
Providers
Cable /
Satellite
Companies
ISP
Retail Banking /
Financial
Services
Providers
Consumer
Electronics
Manufacturers
Consumer
Goods
Retailers
Life
Insurance
Providers
Travel and
Tourism
Companies
Buy fewer
products and
services
20% 23% 29% 28% 23% 23% 22% 15% 29% 24%
Buy the same
amount73% 61% 66% 63% 67% 59% 54% 55% 63% 50%
Buy more
products and
services
17% 28% 19% 21% 27% 28% 39% 44% 18% 41%
Over the next 12 months, what do you anticipate doing as relates to purchases?
Responses by Industry
Where increase or decrease between 2009 & 2010 is > 5%
Among consumers worldwide, those in emerging markets (Mexico, Brazil, Singapore,
China and India) intend to increase their purchases more than consumers in most other
countries
16Copyright © 2011 Accenture All Rights Reserved.
The Buying Experience and Purchasing Behaviors
Over the next 12 months, what do you anticipate doing as relates to purchases?
# of
industriesUSA Canada South Africa Belgium France Spain Italy UK Germany
Buy fewer
products
and services
None 70% 70% 55% 60% 59% 46% 46% 61% 59%
One 18% 21% 31% 23% 19% 34% 33% 22% 25%
Two 8% 5% 10% 11% 15% 14% 11% 11% 12%
Three + 4% 4% 4% 6% 6% 7% 9% 6% 5%
Buy the
same
amount
None 13% 8% 20% 9% 10% 13% 11% 11% 12%
One 23% 25% 34% 24% 30% 30% 31% 20% 28%
Two 18% 25% 24% 22% 17% 22% 21% 26% 21%
Three + 47% 42% 22% 46% 42% 35% 36% 44% 39%
Buy more
products
and services
None 63% 63% 33% 52% 69% 44% 42% 55% 54%
One 23% 18% 30% 28% 19% 35% 32% 23% 29%
Two 7% 14% 21% 13% 10% 16% 17% 15% 12%
Three + 7% 5% 16% 7% 3% 5% 9% 7% 6%
* *
Responses by Country
Where increase or decrease between 2009 & 2010 is > 5%
Among consumers worldwide, those in emerging markets (Mexico, Brazil, Singapore,
China and India) intend to increase their purchases more than consumers in most other
countries (continued)
17Copyright © 2011 Accenture All Rights Reserved.
The Buying Experience and Purchasing Behaviors
# of
industries Mexico Brazil Australia Singapore Japan China India IrelandBuy fewer
products and
services
None 39% 35% 71% 54% 70% 29% 40% 47%
One 36% 36% 20% 27% 17% 41% 34% 37%
Two 17% 20% 7% 13% 6% 19% 21% 11%
Three + 8% 9% 2% 7% 7% 11% 5% 6%
Buy the same
amountNone 22% 21% 12% 13% 11% 14% 29% 22%
One 37% 34% 40% 36% 22% 46% 36% 34%
Two 20% 25% 19% 21% 15% 22% 21% 19%
Three + 21% 20% 29% 30% 51% 19% 14% 24%
Buy more
products and
services
None 23% 26% 61% 38% 67% 16% 16% 46%
One 35% 33% 26% 34% 18% 41% 41% 31%
Two 23% 25% 10% 18% 11% 25% 22% 17%
Three + 19% 17% 3% 11% 5% 18% 21% 6%
*
Over the next 12 months, what do you anticipate doing as relates to purchases?
Responses by Country
Where increase or decrease between 2009 & 2010 is > 5%
When choosing a new provider, while still having a very high importance, price as a reason
for switching has decreased versus one year ago, along with customer service, product
and convenience
18Copyright © 2011 Accenture All Rights Reserved
Their
price
Their
customer
service
Their
product
Their
convenience
Their
promotion
They are
based in the
same country
where I live
Little
different-
iation
among
competitors
UK 2010 57% 55% 48% 32% 16% 20% 5%
UK 2009 74% 59% 46% 33% 19% 18% 5%
USA 2010 50% 57% 36% 40% 17% 14% 4%
USA 2009 66% 63% 49% 45% 25% 13% 6%
Australia 2010 56% 60% 45% 44% 17% 16% 7%
Australia 2009 75% 67% 55% 41% 15% 23% 8%
Canada 2010 50% 61% 44% 42% 29% 18% 10%
Canada 2009 70% 66% 52% 47% 30% 17% 6%
Germany 2010 60% 59% 49% 56% 4% 12% 4%
Germany 2009 83% 65% 57% 45% 8% 6% 2%
China 2010 58% 75% 51% 63% 29% 13% 7%
China 2009 80% 81% 57% 70% 22% 17% 16%
France 2010 59% 54% 44% 14% 21% 20% 10%
France 2009 70% 57% 50% 38% 22% 15% 9%
Brazil 2010 58% 52% 48% 44% 36% 12% 11%
Brazil 2009 79% 83% 73% 50% 50% 14% 4%
South Africa 2010 56% 78% 64% 56% 24% 18% 8%
South Africa 2009 78% 83% 72% 63% 27% 16% 7%
India 2010 54% 73% 65% 56% 28% 20% 13%
India 2009 71% 85% 76% 62% 31% 17% 17%
Singapore 2010 69% 72% 53% 55% 49% 23% 13%
Singapore 2009 84% 74% 67% 64% 62% 23% 12%
Belgium 2010 57% 58% 30% 23% 21% 7% 12%
Belgium 2009 77% 50% 58% 35% 36% 11% 6%
Ultimately, what factor(s) made you choose the new service provider (Choose all that apply)?
Where increase or decrease between 2009 & 2010 is > 5%
The price
Their customer service
Their product
Their convenience
Their promotion
Little differen-tiation
among the competitors
Global Sample Results by Country
The Buying Experience and Purchasing Behaviors
• The percentage of consumers who identified
price as the reason for selecting a new
provider declined from 75 percent in 2009 to
57 percent in 2010.
The majority of consumers are unwilling to compromise on product quality or customer
service in exchange for lower prices
How much do you agree or disagree with the following statements?
Global Sample by industry
I am willing to accept lower levels of
customer service if it ensures I get
the lowest price
I am willing to accept lower levels of
product options if it ensures I get the
lowest price
I am willing to accept lower levels of
product quality if it ensures I get the
lowest price
I am willing to accept lower
frequency of communications if it
ensures I get the lowest price
+ -
+ -
• A majority of global
consumers are not willing
to compromise on product
quality (67%), levels of
customer service (54%),
product options (47%), and
frequency of communications
(44%) with companies in
exchange for lower prices.
• This unwillingness to
compromise for lowest price
has increased compared to
2009. Interestingly, there are
still some consumers (5 to
17%) that would accept such
trade-offs.
19Copyright © 2011 Accenture All Rights Reserved.
+ /- Where shift of Extremely between 2009 & 2010 is > 5%
The Buying Experience and Purchasing Behaviors
Dealing with employees who do not acknowledge my specific needs and preferences when considering buying
Dealing with employees who are not knowledgeable when I’m considering buying
Having to spend a lot of time (waiting for responses, completing paperwork/online forms, etc.) before being able
to purchase a product or subscribe to a service
Not being able to understand the information (on price, features, etc.) that is provided by companies before
making a buying decision
Not being able to access information or buy a product/service using multiple channels of my choice (for
example, by phone, online, in a store)
Not being able to find information and/or compare offerings before making a buying decision on my own, without
speaking to a (sales) agent
Receiving unsolicited advertising at home for specific products & services via direct mail or telemarketing
Being exposed to news (e.g. corporate scandals, etc.) that damages the overall brand image of a company
from which I want to buy products or services
During the buying experience, consumers are most frustrated with employees who are
not knowledgeable and employees who are disrespectful of a consumer‘s time
Global Sample
Frustrations during marketing and buying experience
20Copyright © 2011 Accenture All Rights Reserved.
The Buying Experience and Purchasing Behaviors
More than half of consumers will not or are likely not to consider a provider after a
frustrating experience in the selection phase
Effect of frustrating experiences during the buying process
Global Sample
Dealing with employees who are not knowledgeable when I’m considering buying
Not being able to understand the information (on price, features, etc.) that is provided by
companies before making a buying decision
Dealing with employees who do not acknowledge my specific needs and
preferences when considering buying
Having to spend a lot of time (waiting for responses, completing paperwork/online forms, etc.) before being able to purchase a product or
subscribe to a serviceNot being able to access information or buy a product/service using multiple channels of my
choice (for example, by phone, online, in a store)
Not being able to find information and/or compare offerings before making a buying decision on my own, without speaking to a
(sales) agentReceiving unsolicited advertising at home for specific products & services via direct mail or
telemarketing
Being exposed to news (e.g. corporate scandals,) that damages the overall brand image of a company from
which I want to buy products or services
5
Will not/not likely to consider buying (1 & 2):
57%
57%
56%
54%
50%
48%
48%
45%
21Copyright © 2011 Accenture All Rights Reserved
The Buying Experience and Purchasing Behaviors
I consider shopping around for better deals
It’s too much of a hassle to switch providers
All companies in this industry are the same in terms of offerings and
services
27%
34%
35%
33%
34%
33%
39%
40%
33%
44%
30%
20%
17%
19%
15%
20%
11%
13%
18%
11%
35% 18%
Disagree Agree
25%
37%
27%
28%
27%
32%
55%
63%
28%
61%
42%
26%
30%
29%
27%
28%
8%
7%
28%
8%
47%
30%
34%
33%
28%
34%
11%
11%
33%
12%
20%
31%
22%
26%
29%
27%
50%
51%
26%
53%
Disagree AgreeDisagree Agree
28% 33%38% 24%
One in five consumers feel all companies in an industry are the same. One in four
consumers is discouraged by switching inconvenience and one-third of consumers
considers shopping around for better deals
Global Sample by Industry
Travel and Tourism
Life Insurance Providers
Consumer Goods Retailers
Retail Banking Providers
Internet Service Providers
Gas and Electric Utility Providers
Consumer Electronics Manufacturers
Cable/Satellite Service Providers
Landline Phone Service Providers
Wireless Phone Service Providers
Global Average
22Copyright © 2011 Accenture All Rights Reserved
The Buying Experience and Purchasing Behaviors
Consumer goods retailers experience the highest rate of complete and partial switching
Global Sample by Industry
In the past six to 12 months which of the following have you done in each industry?
“I have stopped doing business with a company and switched to another”
(Complete switch)
“I have stayed with companies I do business with but added another provider”
(Partial Switch)
Travel & Tourism
Life Insurance Providers
Consumer Goods Retailers
Consumer Electronics Manufacturers
Retail Banking / Financial Services Providers
ISP
Cable / Satellite Companies
Landline Phone Companies
Wireless Phone Companies
Gas & Electric Utilities
45%
32%
50%
45%
40%
34%
31%
31%
38%
27%
Combined
Switching
23Copyright © 2011 Accenture All Rights Reserved
The Buying Experience and Purchasing Behaviors
I tend to trust comments about companies/brands on social media sites posted by people I know (family, friends, co-workers...)
I tend to trust comments about companies/brands on social media sites posted by people I don’t know
Negative comments posted on social media sites contribute to my consideration of not buying a given product or service
Positive comments posted on social media sites contribute to my consideration of buying a given product or service
Word-of-mouth remains the most used and most important source of information for
consumers and new online technology—particularly social media sites--is trusted by
one-in-four consumers
Portion of consumers that posted negative comments after having a bad customer service experience
Portion of consumers that posted negative comments after having a bad Marketing & Sales experience
3%
41%
55%
60%
72%
81%
77%
79%
3%
26%
39%
39%
62%
64%
72%
74%
3%
19%
31%
39%
64%
66%
67%
74%
3%
32%
46%
48%
66%
71%
74%
76%
Global 2010
Global 2009
Mature Markets
Emerging Markets
24Copyright © 2011 Accenture All Rights Reserved
Technology
To what extent do you agree with the following statements?
Thinking about any or all of the companies you did business with in the past year , how did you learn about the companies’ products and services?
How important were these information sources or channels to you in deciding to go to the new company? Top two boxes (Important/Very Important)
Posting Negative Comments Online
Global Sample
Consumers largely expect and use multiple channels – both ‗traditional‘ and ‗new/digital‘
channels—to assess providers and their offerings
Global Sample and Emerging vs. Mature Markets
Usage of online and/or offline channels for assessing providers1
Average number of channels
used
Note: (1) Online Channels include :‟Corporate website‟, Other online sources, Online advertising‟. Offline channels include: „Paid advertising‟, „print advertising‟ and „Direct Mails‟. „Information from known‟ and „On premise‟ channels are not included in this analysis.
• Consumers use on average 4 to 5
channels when prospecting out
of the proposed eight online,
traditional and in-person channels.
• Only one-in-ten uses exclusively
digital/online channels in a
Marketing & Sales context.
25Copyright © 2011 Accenture All Rights Reserved.
Technology
Consumers report that the increased use of technology has largely improved their
awareness of products and services as well as their experience in handling customer
service issues – even more so in emerging markets.
Global Sample and Emerging vs. Mature Markets
How strongly do you agree or disagree with the following statements?
The increased use of technology supporting marketing and sales practices has improved my experience of becoming aware, considering, selecting and buying a company’s offerings
The increased use of technology in customer service has improved the level of service significantly in the past five years
More than three-quarters (77%) of consumers report the increased use of technology-- such as e-mail advertisements, online banners, web tools to configure/compare offers and online ordering--has
improved their experience assessing providers.
Similarly, two-thirds (66%) indicate the increased use of technology in customer service—with practices such automated phone attendant, live Internet chats and self-service options on a web site--has improved their customer service experience. That number has increased, from 50 percent in 2007 to 53 percent in 2008 and 61 percent in 2009.
Consumers in emerging market countries rate the importance of technology even higher – both for Marketing & Sales as well as for Customer Service - than their counterparts in mature markets
26Copyright © 2011 Accenture All Rights Reserved.
Technology
Only one in four respondents say they trust the companies with which they do business.
By industry, respondents place the most trust in companies in retail banking and the least
trust in landline, internet service providers and gas and utilities providers
Extent to which consumers say their current providers are trustworthy
Global Sample by Industry
Travel & Tourism
Life Insurance Providers
Consumer Goods Retailers
Consumer Electronics
Manufacturers
Retail Banking / FS Providers
ISP
Cable / Satellite Companies
Landline Phone Companies
Wireless Phone Companies
Gas & Electric Utilities
--
-
• On average across industries, about one-in-four (27%) of respondents trust their providers.
• Consumers reported to place more trust in companies from the retail banking industry (34%), and least in companies operating in the gas & utilities sector (29%).
• Consumers reported less trust in companies in the landline phone industry (23%) and internet service providers (24%).
27Copyright © 2011 Accenture All Rights Reserved
+ /- Where shift of Extremely between 2009 & 2010 is > 5%
Trust and Loyalty
Loss of trust has increased as a reason selected by consumers for deciding to switch
from consumer electronics manufacturers, consumer goods retailers, travel and tourism
providers and internet service providers
Number of consumers who cited loss of trust as a reason for switching providers.
Global Sample by Industry
• When it comes to making the
decision to switch, loss of trust as a
reason selected by consumers has
increased or stayed the same in 8
out of ten industries, most notably
among internet service providers,
consumer goods retailers and travel
and tourism providers.
• Fewer respondents cited loss of trust
as a reason for switching banks and
financial services companies (23
percent in 2009 vs. 18 percent in
2010) and life insurance providers
(19 %in 2009 vs. 13 % in 2010).
28Copyright © 2011 Accenture All Rights Reserved
Travel & Tourism
Life Insurance Providers
Consumer Goods Retailers
Consumer Electronics
Manufacturers
Retail Banking / FS Providers
ISP
Cable / Satellite Companies
Landline Phone Companies
Wireless Phone Companies
Gas & Electric Utilities
+
+
+
-
-
+ /- Where shift of Extremely between 2009 & 2010 is > 5%
+
Trust and Loyalty
Around one-in-three consumers are satisfied with their providers, but less than one-in-four
globally feel very loyal to them and just over one-quarter would recommend their providers
to others
Global Sample by Industry
Level of loyalty towards and willingness to recommend current providers
Travel and Tourism
Life Insurance Providers
Consumer Goods Retailers
Consumer Electronics Manufacturers
Retail Banking Providers
Internet Service Providers
Cable/Satellite Service Providers
Landline Phone Service Providers
Wireless Phone Service Providers
Gas and Electric Utility Providers
Global average
How satisfied are you with the companies you do business with in each
industry?
Not at
all
Extremely
How loyal do you feel to the companies you do business with in
each industry?
Please indicate the extent to which you will
recommend these companies to others
31%
26%
25%
27%
23%
22%
23%
22%
26%
24%
21%
24%
21%
23%
22%
30%
18%
20%
21%
20%
29%
21%
24%
22%
19%
20%
12%
11%
23%
12%
21%
29%
22%
27%
29%
32%
29%
30%
23%
33%
25% 23% 19% 28%
Not at
all
Extremely Not at
all
Extremely
16%
14%
16%
15%
14%
13%
7%
7%
15%
9%
29%
35%
28%
31%
31%
36%
28%
32%
27%
31%
12% 32%
29Copyright © 2011 Accenture All Rights Reserved
Trust and Loyalty
Both the participation in and effectiveness of loyalty programs has increased across all
industries in 2010 as compared to 2009, most notably with retailer programs
Participation in companies‘ customer loyalty programs vs. persuasion to remain with the providers that offer them.
Global Sample by Industry
2010 2009
30Copyright © 2011 Accenture All Rights Reserved.
Trust and Loyalty