In 2012, one in
five consumers switched companies they buy from, including wireless phone,
internet service, and retailers, according to new research by Accenture. 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.
The survey,
which polled more than 12,000 consumers in 32 countries, found that among those
consumers who would have stayed if their provider had acted differently,
two-thirds (67 percent) pointed to having their customer service issue resolved
during their first contact as a factor. More than half (54 percent) might have
remained loyal if they had been rewarded for doing more business with their
provider. The survey revealed that, of the ten industries covered, the largest
rises in switching were among wireless phone providers (26 percent of consumers
switched in 2012, up from 21 percent in 2011); internet service providers (23
percent switched, up from 19 percent in 2011) and retailers (22 percent
switched, up from 16 percent in 2011).
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. Other frustrations
that make consumers more likely to switch include:
-- Having
to contact customer service multiple times for the same reason (selected by 65
percent of consumers)
-- Dealing with
unfriendly customer service agents (65 percent)
-- Being on
hold for a long time when contacting customer service (61 percent)
More information on customer service and support can be found at www.SupportIndistry.com
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