The New York-based consulting and services firm surveyed more than 4,100 consumers over the summer and found that service — more than price — is a clear differentiator.

According to the online survey, 67% of respondents reported switching companies because of poor customer service, compared with 59% last year.  U.S. respondents were even more service sensitive, with 73% reporting that they switched companies owing to poor customer service, compared with 47% switching over lower prices.

Now, more than ever, is the time to challenge traditional practices.  In particular, organizations need to segment their customers.  That makes segmenting customers and understanding their touch-points with the business particularly important.

More survey results Other interesting results from Accenture’s survey include: U.S. respondents were also the least likely to believe the use of technology has improved customer service significantly in the past five years.  Consumers in the United States were just as likely to consider customer service as price when choosing a new provider, after switching from an established one.

Finally, organizations need to establish their customer service baseline and the diversity of their customer base.

What is the driving factor in how you spend your money, customer service or price?