Digital Disconnect in Customer Engagement

Rebalancing digital and traditional investments to drive growth

Digital Disconnect in Customer Engagement

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11th Annual Global Consumer Pulse Research

• In our 11th year, the Accenture Global Consumer Pulse Research surveyed more than 24,000+ consumers in 33 countries across 11 industries to evaluate issues ranging from service expectations and purchasing intentions to retention, loyalty, satisfaction, and switching.



Abandon the human connection at your own risk.

WARNING!



Accenture Strategy research highlights three key issues that show companies have lost sight of the importance of human interaction.


Issue 1: Too much reliance on digital technologies has given rise

to “human-less” customer services.


Accenture Strategy research revealed…

of U.S. consumers prefer dealing with human beings over digital channels to solve customer services issues.

83%

52%of consumers have switched provider in the past year due to poor customer service.


The worst offenders for delivering poor customer service:

Banks Retailers Cable & Satellite Providers



The estimated cost of customers switching due to poor service in the U.S.

$1.6 trillion



Issue 2: Human interaction is a vital component of customer satisfaction,

even in the “digital age.”


of U.S. consumers prefer dealing with human beings over digital channels to get

advice.

77%


46%agree that in-store service

is the best channel for getting a tailored

experience.


Issue 3: There is huge room for improvement in the delivery of

today’s customer services.


of consumers admit that it is extremely frustrating dealing with a company that does not make it easy

to do business with them.

81%



expect customer service to be easier and more convenient.

73% 61%want customer service to be faster.



of consumers will not go back once they have switched providers.

68%


of “switchers” feel the company could have done something to retain them.

80%


report that if companies could provide customers with better live or in-person customer service, it would have

impacted their decision to switch provider.

83%



How leaders of customer services succeed

Organizations that want to rebalance their digital and traditional customer service channels should look to: • Put the human and physical elements back into customer services: Rethink your

investment strategy. The focus should be on delivering satisfying customer experiences – not methods of interaction. Ensure your channel management approach delivers integrated experiences.

• Make it easy for customers to switch channels to get the experiences they want: Build customer service channels that enable consumers to fluidly move from digital to human interaction to get the outcomes they desire.

• Root out toxicity: Define and address the most toxic customer experiences across all channels. These experiences can directly impact profitability. Identify the experiences that have the greatest potential downside and leverage those insights to guide an investment strategy.

LEARN MOREabout how companies need to

rebalance digital and traditional investments on our website:

Digital disconnect in customer engagement: The need to rebalance digital and traditional investments

https://www.accenture.com/us-en/insight-digital-disconnect-customer-engagement.aspx?c=strat_stratsmcss_10000003&n=smc_0316





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Digital Disconnect in Customer Engagement