Why customers are switching for one brand to an other, what are the root causes of this? Why brand love, satisfaction aren’t keeping shoppers faithful anymore?
Love just isn’t enough anymore. In brand relationships, good customer service, high customer satisfaction and even professed brand loyalty won’t keep consumers from ditching a product for the competition. In fact, more than half of U.S. consumers did so last year.
A global study by Accenture found that even though consumers are more satisfied with customer service than ever before, they are switching brands at a high rate.
The survey, conducted over the web in September and October 2011, queried more than 10,000 consumers to measure customer satisfaction across key attributes in 10 different industries. It found that while satisfaction increased for all those service attributes, an astounding two-thirds of respondents — 66% — reported they switched brands in the past year because of a bad customer experience. While the U.S.-only percentage of switchers was lower in 2011, at 51%, it is still significant and an increase over the previous year.
“Switching is something that’s here to stay, said Robert Wollan, global managing director, Accenture customer relationship management. “Consumers have become accustomed to switching when the service or product isn’t meeting their needs.”
Source: Advertising Age