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  "documentTitle": "The next billion consumers",
  "authorId": "Accenture",
  "authorName": "Accenture",
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  "notes": "The chart shows a clear trend where negative sentiment increases from the 'Discover' phase to the 'Use' phase.",
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      "text": "While businesses are satisfied with the digital services they provide, consumers feel differently. Consumers rated their digital experiences as increasingly dissatisfying, especially as they progressed in the buyer journey.",
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      "text": "Consumer sentiments across the buyer journey",
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      "kind": "list",
      "text": "112,200 consumer sentiments; 154 companies from the retail, CPG, banking and telecommunication industries across our eight target countries; In the graph, the positives include neutral sentiments",
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      "text": "Negative sentiment share across buyer journey stages: 52%",
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      "text": "However, when we looked at about 112,000 social media comments related to consumer experiences in these markets, the negatives far outnumbered the positives. Fifty-two percent rated their overall experience as negative. (See Figure 4.) The results indicate that current consumers are often left frustrated by the digital services they receive, in contrast to what businesses perceive they provide.",
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      "text": "Figure 4: Consumer sentiments across the buyer journey",
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