Tag Archives: post-sale customer service

North America: Degree of Product and Process Change: Moderate to Date but Expected to Increase

To get an overall sense of how much companies believe they’ve changed their products and processes to adapt to consumers who do business with them using mobile devices, we asked survey respondents in North America (as well as the other three regions) to rate the degree of change they’ve made in five years on a scale of 1 to 7 (1= no change at all, 4=moderate, 7= very high):

  • In marketing campaigns
  • In selling approaches
  • In post-sale customer service processes
  • In how they work with suppliers
  • In their core products and services

In addition, we asked respondents to gauge the degree of change on these five counts to date, as well as what they predict in three years (by 2015). The exhibit below (Exhibit III-1) presents these results.


Exhibit III-1: Q9+10/North America: Degree to Which Companies Have Made
and Will Make Changes to Respond to Digital Mobile Consumers
(Scale of 1-7, 1=none, 4=moderate, 7=very high)

Exhibit III-1: Q9+10/North America: Degree to Which Companies Have Made and Will Make Changes to Respond to Digital Mobile Consumers (Scale of 1-7, 1=none, 4=moderate, 7=very high)


To date, North American companies report changing their marketing campaigns the most (4.81 on the scale of 1-7), and changing their products/services the least (4.05). All these results are between 4 and 5 on our scale – essentially meaning that companies see their changes in products and processes as being “moderate.”

By the year 2015, they predict making bigger changes, yet still short of “high” degrees of change in four of the five areas, with each averaging between 5 and 6 on the scale that we provided. The exception was the way they work with suppliers, which received a 4.63 average rating.

We then averaged these five pieces of data for each industry we surveyed – that is, we gave each sector a composite score of product and process change by adding the values of each of the five factors and then dividing by five. In looking at this composite data by industry (see Exhibit III-2), we see certain sectors believing they have made far more substantial changes in products and processes than other sectors:

  • Industries reporting much greater than average (across industries) changes: Telecommunications services, airlines, health care services, travel/hospitality/leisure, and retail.
  • Industries reporting much lower than average changes: industrial manufacturers (the lowest), government and pharmaceuticals.

Exhibit III-2: Q9, 1-5/North America: Comparing Industries in Degree of Change in Products and Processes to Date to Respond to Digital Mobile Consumers
(Scale of 1-7, 1=none, 4=moderate, 7=very high)

Exhibit III-2: Q9, 1-5/North America: Comparing Industries in Degree of Change in Products and Processes to Date to Respond to Digital Mobile Consumers (Scale of 1-7, 1=none, 4=moderate, 7=very high)


However, the picture is expected to change little in three years. (See Exhibit III-3.) We asked the North American companies to predict the degree of change they would make to products and processes by 2015, all to win over the digital mobile consumer. Using our scale of 1-7, the five industries that predicted the greatest amount of change were telecommunications, health care services, retail, and travel/hospitality/leisure. The industries predicting the lowest degree of change were government and energy/utilities. Interestingly, industrial manufacturers predicted they would have to make far more substantial changes than they have done to date (with an average score of 5.04 for 2015 vs. 3.73 for 2012).


Exhibit III-3: Q10, 1-5/North America: Comparing Industries in Degree of Change in
Products and Processes Expected by 2015 to Respond to Digital Mobile Consumers
(Scale of 1-7, 1= no change, 7 = very high change) 

Exhibit III-3: Q10, 1-5/North America: Comparing Industries in Degree of Change in Products and Processes Expected by 2015 to Respond to Digital Mobile Consumers (Scale of 1-7, 1= no change, 7 = very high change)


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Findings: North America
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