Breaking News

Consumer Loyalty In the Internet Age

January 24, 2013

In 2012, one in five consumers switched companies they patronize, including wireless phone, internet service and retailers, according to new Accenture study. This marks a 5% increase in switching over 2011 levels.

The eighth annual Accenture Global Consumer Survey found that 85% of respondents said 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%) pointed to having their customer service issue resolved during their first contact as a factor. More than half (54%) might have remained loyal if they had been rewarded for doing more business with their provider.

Retailers showed one of the largest rises in switching (22% switched, up from 16% in 2011) of the 10 industries covered in the survey. Only wireless phone companies and internet service providers topped it.

Broken promises are a top area of frustration for consumers, according to the survey, as 63% of respondents indicate it’s extremely frustrating when a company delivers a different customer service experience from what it promised.In addition, 78% 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% of consumers), dealing with unfriendly customer service agents (65%) and being on hold for a long time when contacting customer service (61%).
  • Care for Your Hair

    Care for Your Hair

    Melissa Meisel, Associate Editor||February 27, 2017
    Salon expert Richard Jay talks about protecting tresses.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Trade Association Directory 2017

    February 2, 2017
    Contact details of trade associations that serve various segments of our industry and are mentioned frequently in Happi.

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.