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Summary Now, Accenture’s third annual their tastes and interests have
The findings from Accenture’s third Customer Satisfaction Survey further broadened dramatically. Moreover,
annual Global Customer Satisfaction illuminates the relationship between the long economic dominance of the
Survey offer compelling evidence of the the customer experience and business United States, Europe and Japan is
vital role played by the customer service performance. Our research finds that, giving way, and economic power is
experience when it comes to growth around the world, consumers expect increasingly shared with developing
strategies. In a world where feature better service quality. It confirms that economies.
and price advantages can be quickly consumers are more likely to leave
matched if not bettered by competitors a provider because of poor service This new “multi-polar” environment—
from virtually anywhere in the world, a than for any other reason. It also comprising multiple centers of
company’s best source of sustainable reveals that service quality is the most economic power and activity—is
competitive advantage may be the powerful factor—more influential than rewriting the rules of competition.
customer experience it delivers. price—in choosing providers or choosing Competition can now come anywhere
to do more business with them. in the world and more competition
Our survey of more than 3,500 means more product options and, often,
consumers in the United States, United lower prices for customers, undermining
Kingdom, Australia, Brazil, Canada, China Accenture helps traditional growth strategies based on
and France finds that, although customer innovation and pricing.
service has more influence on customer organizations find
behavior than ever, few companies are their most intelligent, The multi-polar world presents
distinguishing themselves for service opportunities, however, as well as
quality. In emerging markets—such efficient path to challenges. Unprecedented growth
as Brazil and China, which place even customer centricity. opportunities await companies in
greater importance on service quality— emerging economies such as India and
this finding has profound implications China. Consumers in these markets,
for companies planning to expand into Our survey—which sampled more than however, can be vastly different from
these geographies. 3,500 consumers in the United States, those in more developed markets—and
United Kingdom, Australia, Brazil, their needs, values and behaviors as
High Performance and the Canada, China and France—also found customers can vary dramatically from
Customer Experience that while consumers everywhere value region to region.
In a world where feature and price customer service—and in some countries,
advantages can be quickly matched if such as Brazil and China, they value To capitalize on these opportunities,
not bettered, a company’s one remaining it very highly—the factors that companies will need deep insight
source of sustainable competitive determine whether they find a service into what’s relevant to local
advantage may be the quality of the cus- experience satisfying or frustrating vary consumers—and the ability to
tomer experience it delivers. Accenture’s significantly by country—a finding with operationalize these insights through
ongoing research on High Performance profound implications for companies their marketing, sales, distribution
Business has shown, in fact, that a seeking to drive growth by expanding and product development efforts.
consistent, differentiated customer into new geographies. Companies must also find new ways
experience has a greater impact on to attract and retain customers that
customer loyalty—and, by extension, on Behind the Research: cannot be easily duplicated or offered
growth, profitability and shareholder How the World Is Changing at a lower price by more efficient
value—than any other factor related to Buyers are exposed to more of the competitors. In short: organizations
managing customer relationships. world than ever before—through cable will not succeed in today’s economy
and satellite television, the Internet if they do not react to the changing
1. "High Performance Marketing and Customer and increased travel—and as a result, marketplace around them.
Management," Accenture, 2005.