Infidelity towards brands grows among Spanish consumers

During 2012, one in five global consumers changed his mobile telephone company, Internet services or retail , as is clear from the new study “Accenture Global Consumer Survey”. Among Spanish consumers, 41% do not feel loyal to a specific brand. 85% of consumers in the 32 countries surveyed stated that companies could have done something different to prevent them from finally switching. Of the ten afghanistan phone number lookup analyzed, the highest percentages of change were recorded by mobile phone providers (26% of consumers switched in 2012, compared to 21% in 2011); Internet service providers (23% changed this year, compared to 19% in 2011) and retail (22% changed, compared to 16% the previous year).The study, in which 12,000 consumers from 32 countries participated, revealed that among those consumers who would have remained if their supplier had behaved differently, 67% would have done so if the customer service had been resolved in the first call. 54% would have remained faithful if they had been rewarded for increasing their consumption with the supplier. Spanish consumers are more demanding than the average with the customer service, they are less loyal to their reference brands, they share their bad experiences with other consumers and they like to use the internet and social networks for information or interaction.


“Comparing with other developed economies, Spanish companies have a great challenge ahead to keep their customers. With the Afghanistan Phone Number List downturn, the Spanish consumer demands more, compares more and uses all the channels at their disposal for this, especially opinions from other consumers and the Internet “, according to José Luis Sancho, managing director of Accenture.”All this must also be done with fewer resources; marketing costs have to be reduced as the market is much smaller. Is the current structure of own and third-party points of sale, sales forces or customer contact centers sustainable? All sectors including telecommunications, banking, electrical companies, distribution, automotive or pharmaceutical laboratories are right now at this crossroads. “Broken promises are a key driver of consumer frustration, according to the overall survey: 63% say it is highly frustrating for the company to deliver a different customer service experience than it originally promised. 78% tend to change providers when promises are not kept. Other situations that make consumers more prone to change include:Having to contact customer service numerous times for the same reason (65% of cases)Dealing with unfriendly customer service operators (65%)Staying on hold for a long period of time when contacting customer service (61%)”The reality is that time-tested, traditional strategies to retain, retain and acquire new customers are struggling to keep pace with consumers who are constantly on the move, possess more tech-savvy than ever, and are less and less predictable,” according to José Luis Sancho, Managing Director of Accenture. “What’s new this year is that consumers want to be loyal, but customer service often falls short of their expectations. In the digital market, companies must improve their social listening skills and use predictive analytics to quickly identify and respond to potential consumer issues before problems arise. ”

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Medium solutionsThe study revealed that a tailored solution is essential to maintain the relationship with the consumer. 48% stated that their expectations of receiving personalized treatment as a “good” customer had increased compared to last year. A similar percentage attached particular importance to the fact that customer service personnel know their story so that they do not have to repeat it every time they call.31% prefer companies that use customer information for a more effective experience at every stage. However, only 24% believe that their vendors provide them with personalized experiences. Among the ten sectors included in the study, travel and tourism, commercial banking and life insurance providers obtained the best scores in terms of providing tailored solutions. 32% said that travel and tourism service providers offer tailored experiences, followed by 27% by commercial banks and 25% by life insurance providers. “To convince consumers to stay and increase their spending, companies will have to develop more personalized offers and ways of interacting that connect with the specific needs of consumers,” according to Sancho . “To do this, companies will have to make use of analytics to exploit the vast amount of data available to them to better understand the wishes and intentions of consumers and behave as consumers want. The inability to use the data is equivalent to not listening “The influence of websites and social networksConsumers use, on average, five or six channels to know and select their suppliers, among which are:word of mouth to obtain information about suppliers (79%)corporate websites (71%)online sources such as specialist review websites, news and product comparison websites (63%)
social networks like Facebook and Twitter (47%) Taking a closer look at the influence of social media, the study found that 31% of consumers rely on comments posted by acquaintances. Positive and negative comments on social media affect purchasing decisions of 28%.

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