Research Report
Customer-focused chemical growth: do less, better
Why chemical companies can ditch complexity and rediscover the power of brilliant basics
5-MINUTE READ
August 18, 2025
In brief
- Chemical customers will spend more if their needs are met, offering growth opportunities for companies that deliver, according to Accenture research.
- Our study reveals a strategic reset in customer expectations: They want chemical companies to focus on doing the basics exceptionally well.
- Chemical companies can drive growth by aligning with customer needs, simplifying operations and harnessing digital technologies to strengthen performance.
Chemical customers demand brilliant basics
In an industry characterized by creativity and customization, a quiet revolution is underway. Customers are telling chemical companies to focus on the basics, not just innovation. The message is clear: simplify, standardize and perfect the fundamentals.
According to Accenture’s 2025 Global Chemical Buyer Value Study, customers want the basics done brilliantly—and they’re willing to pay for it. In a world still reeling from supply chain shocks and economic uncertainty, non-essentials no longer dazzle. Our study surveyed 2,500 respondents across 12 countries and the entire chemical value chain, revealing a significant shift in customer priorities since 2020.
What customers expect and reward
The findings show that while product performance remains crucial, reliable delivery and quality technical support have become more important than easy access to product information and product innovation. In other words, customers expect an exceptional experience across the brilliant basics—and are willing to spend more if their needs are met.
Indeed, nearly half (43%) of customers are willing to buy at least 10% more if their needs are fully met, and more than a third (36%) are willing to pay a premium of 5% or more. That’s a compelling case for getting the basics right.
The cost of misunderstanding customer expectations
However, many chemical companies remain misaligned with customers' shifting priorities, risking untapped revenue. Our study, surveying both chemical companies and their customers on 68 key attributes, reveals that customer needs have evolved, but companies haven't adjusted their focus accordingly.
Since 2020, the number of customer needs that chemical companies underestimate has more than doubled—from seven to 16. Service-related attributes, including reliable delivery and 24/7 access to support and information, have grown in importance for customers. Yet many companies continue to place less emphasis on them, widening the gap between customer expectations and company priorities.
Meanwhile, chemical companies are still overestimating the importance of areas including renewable-based products and market intelligence, though to a lesser extent. The number of overestimated attributes has dropped from 17 to 10, suggesting some course correction, but not enough to close the gap.
The result? Misallocated resources and missed growth opportunities. By aligning with customer values and strengthening the offerings that matter most, companies can tap into the potential for customers to spend more when their needs are met.
Service
Chemical companies most underestimate the importance of service-related needs, with customer expectations rising.
Convergence of customer needs across industries
Further examining the study findings reveals a surprising pattern: Across industries, a clear consensus is emerging around top customer needs. Whether in automotive, agriculture or electronics, customers across the 13 sectors surveyed are increasingly aligned on what they value most: strong product performance and reliable delivery. Quality tech support is also a top need for more than 50% of industries.
This development marks a sharp departure from 2020, when customer priorities varied widely across industries. Back then, only a couple of needs were shared by just over half of the industries surveyed. Today, the overlap is striking.
This convergence provides a powerful opportunity for scale. Instead of tailoring solutions for each industry, chemical companies can invest in enterprise-wide capabilities that meet shared expectations. For example, to improve delivery reliability across sectors, they can implement available-to-promise systems and integrate production scheduling and transport management or tracking.
Achieving simplicity at scale is now within reach, with streamlined standard offerings and technologies.
Service is the new differentiator
Chemical companies have long competed on product quality and innovation. However, service is increasingly becoming a critical factor in customer decision-making. The study shows that customers consider 90% of the top 10 service-related needs highly important, compared to 50% of the top 10 product-related needs. This finding opens the door for chemical companies to stand out by strengthening their service offerings.
Looking at customers’ top service needs, many aren’t tied to individual products—ones such as dependable delivery, seamless transactions and complaint resolution. So, companies can build enterprise-level capabilities, such as transport management or customer service, that span their product portfolio. Investing in scalable service platforms, including e-commerce platforms, web portals and large-language model-supported platforms, can enable them to better meet customer expectations, improve efficiency and set themselves apart.
Delivering excellence, powered by digital
Drawing on positive experiences with companies in other industries, chemical customers now expect a new level of performance. By leveraging digital technologies, companies can meet rising expectations.
For example, AI-based planning and scenario modeling can improve delivery reliability, while data integration enhances transparency from the plant to the customer. Generative AI can power first-level technical support, automatically answering common customer inquiries. Additionally, AI-supported web portals can provide 24/7 access to insights and troubleshooting guidance, ultimately delivering a stronger customer experience.
Scaling simplicity, fueling growth
The bottom line for chemical companies looking to grow in a challenging environment? It’s about doing what matters better, not just doing more. By zeroing in on customer priorities, realigning resources and capitalizing on the potential for scale, businesses can cut through the noise and ditch the unnecessary. Using digital technologies to stay ahead can further boost performance, driving real growth.
“Do less, better” isn't just a catchy slogan; it's a roadmap to success in an industry where customers are asking for excellence in fundamentals—product quality, timely delivery and top-notch tech support, with an emphasis on excellent service. When companies nail the basics, they can expect to see a boost in customer loyalty and business. The future will reward those who focus on what matters, deliver it exceptionally well and harness the power of technology to stay ahead.
If you're interested in exploring the full study or discussing how your organization can better meet customer expectations, please contact us.
Related content
