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Accenture: Consumers Defect in Growing Numbers

By Rob Starr, Content Manager, Big4.com

In 2012, one in five consumers switched companies they buy from, including wireless phone, internet service, and retailers, according to new research released today by Accenture (NYSE: ACN). This marks a five percent increase in switching over 2011 levels. However, the eighth annual Accenture Global Consumer Survey also found that the majority (85 percent) of consumers say the companies could have done something differently to prevent them from switching.

Broken promises are a top area of frustration for consumers, according to the survey:nearly two-thirds (63 percent) of respondents indicate it’s extremely frustrating when a company delivers a different customer service experience from what it promised upfront. Seventy eight percent of consumers say they are likely to switch providers when they encounter such broken promises.

The Accenture study found that a tailored experience is critical to a strong customer relationship. Nearly half (48 percent) of respondents say that, compared to 12 months ago, they have higher expectations of getting specialized treatment for being a “good” customer. A similar proportion (50 percent) say it is extremely important for customer service people to know their history so they don’t have to repeat themselves each time they call.
Nearly a third (31 percent) of respondents prefer companies that use information about them to make their experience more efficient from one step to the next. However, only a quarter (24 percent) said their providers deliver tailored experiences.
Looking more closely at the influence of social media, the survey found that 31 percent of consumers say they trust comments posted by people they know, echoing the importance of word of mouth. More than a quarter (28 percent) say positive comments in social media affect purchasing decisions and 28 percent say negative comments do so.

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