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Canadian companies losing business as consumers demand a more personalized experience and human interaction, Accenture survey findsCanadians want a seamless multi-channel experience, which companies can provide using predictive, prescriptive cross-channel analytics TORONTO, May 4, 2016 /CNW/ - Canadian companies need to invest in analytical tools and expertise to generate the proactive and predictive insights for a more personalized experience for customers, who are quietly slipping away with little ability to win them back, according to a new report from Accenture Strategy. Nearly half (49 percent) of Canadian consumers have switched providers in the past year due to poor customer service – most commonly from retailers, cable and satellite television service companies, phone companies and banks, according to Accenture's eleventh annual Global Consumer Pulse Research. The study gauges the experiences and attitudes of 24,489 consumers around the world about marketing, sales and customer services, with 1,334 respondents from Canada. Eighty percent of Canadian respondents who switched said they could have been retained before switching providers, in line with the survey's global findings. Now that they've switched, there's very little chance they will return, with 68 percent saying they will not return once they have left, compared to 58 percent globally, the survey shows. Further, only 17 percent of Canadian consumers posted negative comments online after a bad customer service experience, 11 percent less than the global average (28 percent). "Canadians are known to be 'silent switchers', which means they will just leave with no opportunity for the provider to 'make it right', or to understand and minimize churn," said Berkeley Warburton, Managing Director, Advanced Customer Strategy, Accenture Strategy. "Fortunately, providers now have access to tools that proactively create a positive customer experience through seamless interactions across all channels, using predictive, prescriptive and cross-channel analytics that will figure out what Canadian customers want – before it's too late." The importance of a human connection in customer services Analytics is only part of the solution for providers trying to retain business, because Canadian customers said they still want to maintain a human interaction, with 85 percent preferring to deal with a live person, higher than the average of 73 percent globally. This additional cost can pay off for providers, with more than half (53 percent) of Canadian respondents willing to be sold new or upgraded products when receiving a face-to-face service compared to online, compared to 45 percent globally. Canadian consumers place a higher-than-average value on physical or in-store experiences, with 71 percent agreeing that in-store service is the best channel for getting a tailored experience, compared to 56 percent lobally. Forty percent are willing to pay a higher price for goods and services if it ensures a better level of service, compared to 49 percent of global respondents. "Canadian companies must not overplay their digital hand -- they should look to balance digital with human interaction so they don't lose their customer base," said Ms. Warburton. "These personalized interactions are what the customer values and remembers, and they make a difference when it comes to building and maintaining a Canadian customer's loyalty and trust." Improving customer experience The Accenture Strategy report reveals that there is huge room for improvement in the delivery of today's customer services. Most (80 percent) Canadian consumers say that it is frustrating dealing with a company that does not make it easy to do business with them, compared to 73 percent of global respondents. Another 77 percent expect customer service to be easier and more convenient to obtain, versus 69 percent globally, and 65 percent expect it to be faster, versus 72 percent globally. Meanwhile, 60 percent report that if companies could provide customers with better live or in-person customer service, it would have impacted their decision to switch providers, higher that the global average of 52 percent. How leaders of customer services succeed
About the research About Accenture Accenture Strategy operates at the intersection of business and technology. We bring together our capabilities in business, technology, operations and function strategy to help our clients envision and execute industry-specific strategies that support enterprise wide transformation. Our focus on issues related to digital disruption, competitiveness, global operating models, talent and leadership help drive both efficiencies and growth. For more information, follow @AccentureStrat or visit www.accenture.com/strategy. SOURCE Accenture |