Accenture Global Consumer Study 2011

Accenture Global Consumer Study
Summary of Key Findings
Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Accenture Global Consumer Survey
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
Copyright © 2011 Accenture All Rights Reserved 2

Methodology
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)
By Country Industry Responses

Australia 375 Mature Gas & Electric Utilities 2,123
Belgium 331 Markets Landline Phone Providers 988
(n=3,911)
Brazil 345 Internet Service Providers 1,230
Canada 354 Consumer Electronics
Emerging 1,295
China 303 Manufacturers
Markets
France 377 (n=1,930) Life Insurance Providers 1,297
Germany 355 Wireless Phone Companies 3,196
India 300 Cable/Satellite Providers 1,537
Ireland 306 Retail Banking/Financial
3,117
Italy 359 Services
349 Consumer Goods Retailers 2,568
Japan
354 Travel & Tourism Providers 1,272
Mexico
Singapore 302
South Africa 326
Spain 348
UK 317
USA 440
Total 5841
Copyright © 2011 Accenture All Rights Reserved. 3

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.

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.

Key Findings Sections
• Satisfaction with Customer Service
• The Buying Experience and Purchasing Behaviors
• Technology
• Trust and Loyalty

Satisfaction with Customer Service
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
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
• 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.

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
How have your customer service expectations changed as compared to 12 months and five years ago?
Global Sample Emerging vs. Mature Markets
Emerging
12 months ago
Mature
Emerging
5 years ago
Mature

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
• Among the people saying they have higher

Easier/more convenient to customer expectations now, the greatest
obtain customer service increase globally is for more convenient
customer service (76%), more
Customer service knowledgeable or better trained customer
representatives to be more service representatives (74%), and faster
knowledgeable
customer service (71%).
Faster customer service • Fewer consumers expect that customer
service representatives know more about
More options for obtaining them (only 32%, though a substantial
service increase since 2009, where only 19% held
this expectation).
Specialized treatment for
being a good customer • Emerging markets tend to have more areas
where their expectations are on the rise
More options for handling compared to mature markets, the biggest
my personal finances difference being around specialized treatment
for being a good customer (60% compared to
Customer service 39% mature markets).
representatives to know more
about me
Other

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
Being on-hold for a long time when contacting

customer service
Having to contact customer service multiple times
for the same reason
Having to repeat the same information to multiple
customer service agents
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
Having to complete a lot of paperwork or electronic
forms
Not being able to understand information the
company sends me

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
Global Sample
Having access to environmentally friendly options - • In terms of general

customer service
- characteristics,
General Characteristics
Having customer service available at convenient

times consumers are least
Being able to access customer service using
multiple channels - satisfied with the
amount of time they
The amount of time it takes to read and understand
information the company sends me - have to wait before
they are attended to
(27% satisfied vs.
Being able to resolve questions/issues on my own,
without speaking to a service agent - 40% dissatisfied).
The amount of time it takes to completely resolve

my issue or problem - • With regard to
company
The amount of time I have to wait to be

served
- representatives,
consumers are most
satisfied with being
-
Company Representatives
Having employees who are polite and able to deal with

friendly employees who are
Having employees who are knowledgeable and
well-informed
- polite and friendly,
knowledgeable and
Having customer service people who can deal
with my issue without having to refer me to - well-informed.
However, the level of
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
- satisfaction is
significantly lower than
the previous year.
time I talk to someone
+ /- Where shift of Extremely between 2009 & 2010 is > 5%

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%)
Consumers‘ assessment of level of importance of each of the 11 characteristics of customer

service
Global Sample
The amount of time I have to wait to be served

General Characteristics
The amount of time it takes to completely

resolve my issue or problem
Being able to access customer service using
multiple channels
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

Company Representatives
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

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
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

The Buying Experience and Purchasing Behaviors
Over the next 12 months, most consumers plan to buy the same amount from providers
they do business with
Over the next 12 months, what do you anticipate doing as relates to purchases?
Global Sample
• The percentage of
consumers who intend to
Buy more products and
services from the purchase more through
company/ies I do business 2011 as compared with
with today 2010 has increased from
26% to 54%
Buy the same amount from

the company/ies I do business
with today
Buy fewer products and

services form the
company/ies I do business
with

The greatest proportion of consumers intend to increase purchases of products and
services from consumer goods retailers, consumer electronics manufacturers and travel
& tourism companies
Responses by Industry
Gas and Wireless Landline Retail Banking /

Cable / Consumer Consumer Life Travel and
Electric Phone Phone Financial
Satellite ISP Electronics Goods Insurance Tourism
Utility Service Service Services
Companies Manufacturers Retailers Providers Companies
Providers Providers Providers Providers
Buy fewer
products and 20% 23% 29% 28% 23% 23% 22% 15% 29% 24%
services
Buy the same

73% 61% 66% 63% 67% 59% 54% 55% 63% 50%
amount
Buy more
products and 17% 28% 19% 21% 27% 28% 39% 44% 18% 41%
services
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
Responses by Country
# of
USA Canada
*
South Africa * Belgium France Spain Italy UK Germany
industries
None 70% 70% 55% 60% 59% 46% 46% 61% 59%
Buy fewer One 18% 21% 31% 23% 19% 34% 33% 22% 25%
products
and services Two 8% 5% 10% 11% 15% 14% 11% 11% 12%
Three + 4% 4% 4% 6% 6% 7% 9% 6% 5%
None 13% 8% 20% 9% 10% 13% 11% 11% 12%
Buy the One 23% 25% 34% 24% 30% 30% 31% 20% 28%
same
amount Two 18% 25% 24% 22% 17% 22% 21% 26% 21%
Three + 47% 42% 22% 46% 42% 35% 36% 44% 39%
None 63% 63% 33% 52% 69% 44% 42% 55% 54%
Buy more One 23% 18% 30% 28% 19% 35% 32% 23% 29%
products
and services Two 7% 14% 21% 13% 10% 16% 17% 15% 12%
Three + 7% 5% 16% 7% 3% 5% 9% 7% 6%

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)
Responses by Country
# of
industries Mexico Brazil Australia Singapore Japan China India * Ireland
Buy fewer None 39% 35% 71% 54% 70% 29% 40% 47%
products and
One 36% 36% 20% 27% 17% 41% 34% 37%
services
Two 17% 20% 7% 13% 6% 19% 21% 11%
Three + 8% 9% 2% 7% 7% 11% 5% 6%
Buy the same None 22% 21% 12% 13% 11% 14% 29% 22%
amount
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 None 23% 26% 61% 38% 67% 16% 16% 46%
products and
One 35% 33% 26% 34% 18% 41% 41% 31%
services
Two 23% 25% 10% 18% 11% 25% 22% 17%
Three + 19% 17% 3% 11% 5% 18% 21% 6%

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
Ultimately, what factor(s) made you choose the new service provider (Choose all that apply)?
Global Sample Results by Country
Little
They are
Their different-
Their Their Their Their based in the
customer iation
price product convenience promotion same country
service among
where I live
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%
The Their Their Their Their Little Germany 2010 60% 59% 49% 56% 4% 12% 4%
price customer product convenience promotion differen- Germany 2009 83% 65% 57% 45% 8% 6% 2%
service tiation
among the China 2010 58% 75% 51% 63% 29% 13% 7%
competitors 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%
• The percentage of consumers who identified South Africa 2010 56% 78% 64% 56% 24% 18% 8%
South Africa 2009 78% 83% 72% 63% 27% 16% 7%
price as the reason for selecting a new
India 2010 54% 73% 65% 56% 28% 20% 13%
provider declined from 75 percent in 2009 to 71% 85% 76% 62% 31% 17% 17%
India 2009
57 percent in 2010. 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%

Copyright © 2011 Accenture All Rights Reserved between 2009 & 2010 is > 5% 18
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
• A majority of global
I am willing to accept lower levels of
customer service if it ensures I get
consumers are not willing
the lowest price to compromise on product
quality (67%), levels of
customer service (54%),
product options (47%), and
I am willing to accept lower levels of
product options if it ensures I get the
lowest price
+ - frequency of communications
(44%) with companies in
exchange for lower prices.
I am willing to accept lower levels of • This unwillingness to

product quality if it ensures I get the compromise for lowest price
lowest price
has increased compared to
2009. Interestingly, there are
still some consumers (5 to
I am willing to accept lower
frequency of communications if it
ensures I get the lowest price
+ - 17%) that would accept such
trade-offs.
+ /- Where shift of Extremely

between 2009 & 2010 is > 5%

During the buying experience, consumers are most frustrated with employees who are
not knowledgeable and employees who are disrespectful of a consumer‘s time
Frustrations during marketing and buying experience
Global Sample
Dealing with employees who are not
knowledgeable when I’m considering buying
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 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

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
Will not/not likely to consider
buying (1 & 2):
Dealing with employees who are not
knowledgeable when I’m considering buying 57%
Not being able to understand the information

(on price, features, etc.) that is provided by 57%
companies before making a buying decision
Dealing with employees who do not
acknowledge my specific needs and 56%
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 54%
subscribe to a service
Not being able to access information or buy a
product/service using multiple channels of my 50%
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 48%
(sales) agent
Receiving unsolicited advertising at home for
specific products & services via direct mail or 48%
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 45%

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
All companies in this industry are It’s too much of a hassle to I consider shopping around
the same in terms of offerings and switch providers for better deals
services
Disagree Agree Disagree Agree Disagree Agree
Travel and Tourism 44% 11% 61% 8% 12% 53%
Life Insurance Providers 33% 18% 28% 28% 33% 26%
Consumer Goods Retailers 40% 13% 63% 7% 11% 51%
Consumer Electronics Manufacturers 39% 11% 55% 8% 11% 50%
Retail Banking Providers 33% 20% 32% 28% 34% 27%
Internet Service Providers 34% 15% 27% 27% 28% 29%
Cable/Satellite Service Providers 33% 19% 28% 29% 33% 26%
Landline Phone Service Providers 35% 17% 27% 30% 34% 22%
Wireless Phone Service Providers 34% 20% 37% 26% 30% 31%
Gas and Electric Utility Providers 27% 30% 25% 42% 47% 20%
Global Average 35% 18% 38% 24% 28% 33%

Consumer goods retailers experience the highest rate of complete and partial switching
In the past six to 12 months which of the following have you done in each industry?
“I have stopped doing business with a “I have stayed with companies I do business with Combined
company and switched to another” but added another provider” Switching
(Complete switch) (Partial Switch)
Travel & Tourism 45%
Life Insurance 32%

Providers
Consumer 50%
Goods Retailers
Consumer Electronics 45%
Manufacturers
Retail Banking / Financial 40%
Services Providers
ISP 34%
Cable / Satellite 31%

Companies
Landline Phone 31%
Companies
Wireless Phone 38%
Companies
Gas & Electric 27%
Utilities

Technology
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
Global Sample
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 I tend to trust comments about
services? companies/brands on social media
sites posted by people I know
How important were these information sources or channels to you in (family, friends, co-workers...)
deciding to go to the new company? Top two boxes (Important/Very
Important)
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
76%
consideration of buying a given 74%
product or service 74%
79%
74%
67%
72%
77%
71%
66%
64%
81%
Posting Negative Comments Online 66%
64%
62%
72%
48%
Portion of consumers that posted 39%
39%
negative comments after having a 60%
bad customer service experience 46%
31%
39%
55%
Portion of consumers that posted 32%
negative comments after having a19% Global 2010
26%
bad Marketing & Sales experience 41% Global 2009
3% Mature Markets
3%
3%
3% Emerging Markets

Technology
Consumers largely expect and use multiple channels – both ‗traditional‘ and ‗new/digital‘
channels—to assess providers and their offerings
Average
Usage of online and/or offline number of
channels for assessing providers1 channels • Consumers use on average 4 to 5
used
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.
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.

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.
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  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
The increased use of technology in customer service has experience. That number has increased, from 50
improved the level of service significantly in the past five
years 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

Trust and Loyalty
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
Travel & Tourism
Life Insurance • On average across industries,

Providers about one-in-four (27%) of
respondents trust their providers.
Consumer
Goods Retailers
• Consumers reported to place
Consumer more trust in companies from the
Electronics retail banking industry (34%), and
Manufacturers
least in companies operating in
Retail Banking /
FS Providers the gas & utilities sector (29%).
ISP
- • Consumers reported less trust in
companies in the landline phone
Cable / Satellite industry (23%) and internet
Companies service providers (24%).
Landline Phone
Companies -
Wireless Phone
Companies -
Gas & Electric
Utilities
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.
• When it comes to making the

decision to switch, loss of trust as a
Travel & Tourism + reason selected by consumers has
Life Insurance
Providers - increased or stayed the same in 8
out of ten industries, most notably
among internet service providers,
Consumer
Goods Retailers + consumer goods retailers and travel
Consumer and tourism providers.
Electronics
Manufacturers +
Retail Banking /
FS Providers - • Fewer respondents cited loss of trust
as a reason for switching banks and
financial services companies (23
ISP + percent in 2009 vs. 18 percent in
Cable / Satellite 2010) and life insurance providers
Companies (19 %in 2009 vs. 13 % in 2010).
Landline Phone
Companies
Wireless Phone
Companies
Gas & Electric
Utilities

Copyright © 2011 Accenture All Rights Reserved between 2009 & 2010 is > 5% 28
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
Level of loyalty towards and willingness to recommend current providers
How satisfied are you with How loyal do you feel Please indicate the
the companies you do to the companies you extent to which you will
business with in each do business with in recommend these
industry? each industry? companies to others
Not at Extremely Not at Extremely Not at Extremely
all all all
Travel and Tourism 9% 31% 24% 20% 12% 33%
Life Insurance Providers 15% 27% 26% 21% 23% 23%
Consumer Goods Retailers 7% 32% 22% 20% 11% 30%
Consumer Electronics Manufacturers 7% 28% 23% 18% 12% 29%
Retail Banking Providers 13% 36% 22% 30% 20% 32%
Internet Service Providers 14% 31% 23% 22% 19% 29%
Cable/Satellite Service Providers 15% 31% 27% 23% 22% 27%
Landline Phone Service Providers 16% 28% 25% 21% 24% 22%
Wireless Phone Service Providers 14% 35% 26% 24% 21% 29%
Gas and Electric Utility Providers 16% 29% 31% 21% 29% 21%
Global average 12% 32% 25% 23% 19% 28%

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.
2010 2009

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Accenture Global Consumer Study

Summary of Key Findings

The research focused on country-specific and industry-specific consumer

• Marketing & Sales practices in terms of channels, experience and loyalty

• Customer Service in terms of changing expectations and experience

• Consumer involvement, satisfaction, loyalty, advocacy, buying

• Digital and Social Media adoption and impact

Copyright © 2011 Accenture All Rights Reserved 2

By Country Industry Responses

Copyright © 2011 Accenture All Rights Reserved. 3

Copyright © 2011 Accenture All Rights Reserved. 4

Copyright © 2011 Accenture All Rights Reserved. 5

• Satisfaction with Customer Service

• The Buying Experience and Purchasing Behaviors

• Trust and Loyalty

Copyright © 2011 Accenture All Rights Reserved. 6

• Two in three consumers have switched

• Consumers in emerging markets are more

Copyright © 2011 Accenture All Rights Reserved. 7

Copyright © 2011 Accenture All Rights Reserved. 8

Global Sample and Emerging vs. Mature Markets

• Among the people saying they have higher

Copyright © 2011 Accenture All Rights Reserved. 9

Primary frustrations with customer service

Being on-hold for a long time when contacting

Copyright © 2011 Accenture All Rights Reserved. 10

Consumers‘ levels of satisfaction across 11 characteristics of customer service

Having access to environmentally friendly options - • In terms of general

Having customer service available at convenient

The amount of time it takes to completely resolve

The amount of time I have to wait to be

Having employees who are polite and able to deal with

+ /- Where shift of Extremely between 2009 & 2010 is > 5%

Consumers‘ assessment of level of importance of each of the 11 characteristics of customer

The amount of time I have to wait to be served

The amount of time it takes to completely

Having customer service available at convenient

The amount of time it takes to read and

Being able to resolve questions/issues on my

Having access to environmentally friendly options

Having employees who are knowledgeable and

Having employees who are polite and friendly

Having customer service people who can deal

Copyright © 2011 Accenture All Rights Reserved. 12

Global Sample by Industry

Gas & Electric

Copyright © 2011 Accenture All Rights Reserved 13

Buy the same amount from

Buy fewer products and

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Gas and Wireless Landline Retail Banking /

Buy the same

Where increase or decrease

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Where increase or decrease

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Where increase or decrease

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Where increase or decrease

The majority of consumers are unwilling to compromise on product quality or customer

How much do you agree or disagree with the following statements?

Global Sample by industry

I am willing to accept lower levels of • This unwillingness to