TMCnet News
U.S. Consumers Turn Off Personal Data Tap as Companies Struggle to Deliver the Experiences They Crave, Accenture Study FindsNEW YORK, Dec. 5, 2017 /PRNewswire/ -- U.S. consumers are locked in a vicious circle with brands over customer experience, according to new research from Accenture (NYSE: ACN). While 44 percent are frustrated when companies fail to deliver relevant, personalized shopping experiences, nearly half (49 percent) are concerned about personal data privacy as they subscribe to intelligent services designed to understand and anticipate their needs. Poor personalization and lack of trust cost U.S. organizations $756 billion last year, as 41 percent of consumers switched companies. Without deeper customer insight, companies cannot deliver the experiences they crave. Experience the interactive Multichannel News Release here: https://www.multivu.com/players/English/8195051-accenture-strategy-global-consumer-pulse-research-study/ The thirteenth annual Accenture Strategy Global Consumer Pulse Research gauged the attitudes and expectations of more than 25,000 consumers around the world, including 2,000 U.S. consumers, about their appetite for more intuitive, technology-driven brand experiences. As organizations strive to become 'living businesses' – companies that are extraordinarily pre-emptive and responsive to changing customer needs – the study revealed a significant digital trust deficit that must be addressed before true customization can be delivered. "As technologies such as artificial intelligence, machine learning and digital assistants become more sophisticated and mainstream, companies are creating new touch points, offerings and services that intelligently anticipate and flex to their customer's precise needs, offering a level of hyper-relevance not experienced before. Those that succeed will hit a 'sweet spot' whereby U.S. customers will be willing to share more personal insights into their world in return for greater value and the confidence that their data is protected," said Robert Wollan, senior managing director and Advanced Customer Strategy global lead at Accenture Strategy. U.S. consumer appetite for hyper-relevant experiences Nearly half (48 percent) of U.S. consumers would use 'smart-reordering' services where intelligent sensors in the home pre-empt when a product, such as laundry detergent, is running low and automatically re-orders it on their behalf. Another 36 percent use digital assistants. While the vast majority (89 percent) are satisfied with the experience, 40 percent say it can feel slightly creepy when technology starts to correctly interpret and anticipate their needs. Digital trust deficit Forty-three percent of U.S. consumers fear intelligent new services will come to know too much about them and their family. Overall, 66 percent want companies to earn their trust by being more open and transparent with how their information is being used. Building digital trust Hyper-relevance is the next wave of growth for companies operating in consumer industries, but it cannot be achieved without engendering digital trust. To pivot to hyper-relevance, companies should consider:
To find out more about the report, visit www.accenture.com/GCPR-Hyper-Relevance. Join the conversation at @AccentureStrat #GCPR #CX. 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.
View original content:http://www.prnewswire.com/news-releases/us-consumers-turn-off-personal-data-tap-as-companies-struggle-to-deliver-the-experiences-they-crave-accenture-study-finds-300566210.html SOURCE Accenture Strategy |