埃森哲-客户关系长期战略报告（英文）-2020.1-20页_1mb

2019 Accenture Global Keep Me Index Summary

Core Content

The 2019 Accenture Global Keep Me Index (KMI) provides insights into the effectiveness of customer relationships for Communications Service Providers (CSPs) and digital platform brands. The index measures the "stickiness" of customer relationships through five key components: Instinct, Dependence, Trust, Perception, and Voice of the Customer. These components are individually scored and weighted to produce a composite KMI score ranging from -1 to +1, reflecting the emotional connection between customers and brands.

Key Findings

• Customer Churn Risk: A 5% increase in KMI score can decrease customer churn risk by 4 to 5%.
• CSPs and Digital Platforms: The KMI gap between CSPs and digital platforms has significantly narrowed. CSPs have made more than a 50% gain over digital-native competitors in the past two years.
• North America Example: In 2017, the KMI gap between digital platforms and traditional TV/video providers was 0.64 to 0.29, but in 2019, it was only 0.43 to 0.34.
• Customer Satisfaction: CSPs are increasingly satisfying customers with the quality of service, indicating a shift from price-based to experience-based loyalty.
• Trust is Critical: Customers who highly trust a brand are 215% more likely to stay with it. Trust also leads to more data sharing and can help retain 20% of at-risk customers.

Main Strategies for Long-Term Relationships

1. Establish Trust

• Trust and Data Sharing: Customers with high trust are more willing to share personal data, with four times more data shared than those with low trust.
• Purpose-Led Brands: Brands that contribute to social, environmental, and cultural causes are more attractive to customers and are twice as likely to get data sharing.
• Trust and Retention: Trust is linked to lower churn risk and higher KMI scores. Responsible data policies and practices can retain at-risk customers, with an estimated value of US$80 billion across mature markets.

2. Actively Nurture

• Experience Over Price: While price remains important, experience is now the primary driver of brand connection and perceived value.
• Personalized Experiences: Customers expect brands to know them at a deeper level and use data to create personalized experiences.
• Balancing Data Use: Companies must avoid crossing the line from "cool" to "creepy" by being mindful of how they use customer data. Different customer personas require different data strategies.

3. Grow Together

• Partnerships: Companies need to form partnerships with unlikely allies (e.g., competitors, developers, other industries) to deliver more value and stickiness.
• Multi-Service Customers: Multi-service customers are twice as sticky (i.e., have 2x higher KMI) than single-service customers.
• Platform Orchestrators: Traditional CSPs can act as platform orchestrators, offering a "one-stop-shop" for content and services.
• Living Business Model: To maintain long-term relationships, companies must adopt a "Living Business" approach—agile, customer-centric, and continuously evolving to deliver hyper-relevant experiences.

Conclusion

The KMI highlights the importance of trust, experience, and partnership in building long-term customer relationships. As customer behavior shifts toward experiential and personalized engagement, CSPs and digital platforms must focus on creating authentic, reciprocal relationships that provide ongoing value. This requires a cultural shift toward customer-first thinking, the use of data in a responsible and meaningful way, and the ability to adapt quickly to market changes.

Key Takeaways

• Trust is a powerful driver of customer retention and data sharing.
• Experience is becoming more important than price in shaping customer loyalty.
• Partnerships and platform strategies are essential for delivering variety and value.
• A "Living Business" mindset is crucial for maintaining relevance and stickiness in the evolving market.

References

1. Accenture, Global Consumer Pulse Research, 2018.
2. OVUM, Accenture Research OpEx Study, 2010-2018.
3. Accenture press release, December 5, 2018.
4. GlobalData, Total 2019 Revenues for Mobile and PayTV.
5. Accenture's Living Business POV.

Contact

• Dawn Anderson: Senior Managing Director, Denver, CO – dawn.e.anderson@accenture.com
• Michelle McGlynn: Managing Director, Boston, MA – michelle.mcglynn@accenture.com
• Krystin Conlan: Senior Principal, Florham Park, NJ – krystin.j.conlan@accenture.com

Join the Conversation

• @AccentureComms

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