Skip to main content

Best Customer Experience Key to CE Branding

Consumers like the latest digital products, but they are easily frustrated by the complexity and commoditization of those offerings, according to a survey from Accenture. The survey results also shows, while new and enhanced service offerings can be crucial in building brand loyalty, customer service remains one of the best tools in providing customer satisfaction.

The survey found that 20 percent of consumers have returned a technology product in the last two years, citing poor product quality (38 percent) and missed functionality expectations (19 percent) as the main reasons. Poor customer service (11 percent) and a failure to work with other products and services (15 percent) were cited as leading reasons for product and service dissatisfaction, according to the survey.

The potential reward for companies that deliver a superior overall customer experience is quite significant. For instance, two-thirds (65 percent) of respondents said that product brand supersedes store brand, indicating that brand equity for manufacturers is still key.

"Good customer support yields customer loyalty to your brand," said Al Delattre, global managing director for Accenture's electronics and high-tech industry group. He noted that the survey found that nearly three out of four consumers agree that getting good customer support makes them more likely to buy from the same company in the future.

"While the survey clearly reveals the significant challenges facing the consumer electronics (CE) industry today, it also shows that there is strong consumer demand for enhanced customer support and other service offerings that can overcome the current confusion and frustration, said Delattre. "This presents a clear opportunity for leading companies to develop the bundles of products and services that can deliver a truly satisfying and exciting customer experience."

The survey of 10,000 consumers in North America, Europe and Asia found that:

- The vast majority believe that technology has made their lives easier (78 percent) and more fun (76 percent).

- No surprise, price outweighs other purchase criteria by almost two-to-one.

- Consumers are frustrated with complexity, with 43 percent stating that they would prefer to buy a single-use product or service that does one thing well.

"Digital technologies increasingly are moving into the lives of mainstream consumers who are embracing these products and services as part of what can be described as an emerging digital lifestyle -- where use of these technologies has become seamlessly integrated with how we all live and work," said Delattre. "But unlike the technophiles who were the primary market for these products in the past, today's mainstream buyers do not have the same degree of technical knowledge to cope with the complex installation, setup and troubleshooting that these products often require -- and this survey indicates they have no desire to become their own technicians."

The online survey was conducted by TNS for Accenture. About 800 to 1,600 consumers were polled per country. Consumers in the United States and eight other countries, including the United Kingdom, Canada, Germany, Italy, Japan, Taiwan, Korea and China participated in the overall online poll.

Popular posts from this blog

Digital Transformation Investment at $3.4 Trillion

Business technology leadership matters. Across the globe, more leaders have been pursuing bold Digital Transformation (DX) initiatives with the goal of creating new sources of business value through digital products, services, and experiences. As an additional benefit, the COVID-19 pandemic revealed that digital transformation efforts improve an organization's resilience against global market disruptions. Global DX investment is forecast to reach $3.4 trillion in 2026 with a five-year compound annual growth rate (CAGR) of 16.3 percent, according to the latest worldwide market study by International Data Corporation (IDC). Digital Transformation Market Development "Despite strong headwinds from global supply chain constraints, soaring inflation, political uncertainty, and an impending recession, investment in digital transformation is expected to remain robust," said Craig Simpson, senior research manager at IDC . The benefits of investing in DX technology -- including aut

Artificial Intelligence for National Border Security

National border protection agencies are under pressure to provide the highest level of security in the face of growing threats, such as increasing illegal migration and international terrorism. Now, government agencies are embracing advanced border security technologies to aid in effectively and reliably securing national borders. These solutions look to detect and identify potential threats and prevent them from escalating to a point that may jeopardize security. Security Surveillance Market Development Traditional border security patrols and Closed-circuit Television (CCTV) surveillance systems aren't adequate protection, and agencies must increasingly deploy new solutions to stay ahead of criminals and other potential threats to ensure the safety of a country’s borders. According to the latest market study by Juniper Research, the value of the border security technology market will exceed $70 billion globally in 2027 -- that's rising from $48 billion in 2022. Growing by 47 p

How to Apply Sustainability to Drive Value Creation

Global climate change policy initiatives have been an emerging topic for CEOs and their leadership teams, as they look to the future. Many organizations are preparing to play their part and help reduce carbon emissions. Eighty-seven percent of business leaders expect to increase their organization’s investment in sustainability over the next two years, according to the latest worldwide market study by Gartner. Customers are the stakeholder group creating pressure for these organizations to invest or act on sustainability issues -- selected by 80 percent of executives, followed by investors (60 percent) and regulators (55 percent). Sustainability Market Development "Sustainability enables businesses to cope with disruption," said Kristin Moyer, VP analyst at Gartner . "Economic uncertainty, geopolitical conflict and escalating materials and energy costs are forcing businesses to reexamine all forms of expenditure." According to Gartner, this focus on essentialism --