Global Consumer Pulse Research

After years of playing not to lose against the uncertainty and volatility of the global recession, companies are struggling to regain their momentum.

They must adapt to the demands of the new digital consumer or face missed opportunities in excess of $5.9 trillion USD globally.

Though companies are facing profound consumer changes largely driven by the digital shift, Accenture’s ninth annual Global Consumer Pulse Research reveals that most companies across industries have been playing not to lose.

That customer strategy comes with stiff consequences in a world where consumers are more dynamic and empowered.

At a global level, Accenture estimates that consumer switching puts a potential of up to $5.9 trillion of revenues at play, with $1.4 trillion in North America alone.

It is not that expenditures haven’t been made. On the contrary, most executives could identify numerous customer strategy investments their companies are making in areas such as social, mobile, analytics, and cloud. Yet, despite these investments, our survey shows no material change in consumer attitude or perception. Key customer experience metrics have not moved. It’s time to play to win.

This report is the first in a series providing insights gained from Accenture’s 2013 Global Consumer Pulse Research and offering guidance on ways companies can maximize their return on investment in a world where every customer is a digital customer.