One bad Experience can Lead to Customers Breaking up With Brands

February 14, 20193min

In an age where customer loyalty is key to repeat revenue and profits, three-in-four consumers (76 percent) admit they switch to a competitor if they have just one bad experience with a brand they like.

That’s despite the fact that most consumers (52 percent) say that, once they’re loyal to a brand, they’re loyal for life – highlighting a huge difference between what consumers say and how they behave.

These conclusions are part of Acquia’s inaugural annual global report entitled Closing the CX Gap: Customer Experience Trends Report 2019.

Part of the problem lies with brands’ inability to predict what loyal consumers want, argues the report. Sixty-six percent of consumers say brands don’t do a good job of using their personal preferences to predict their needs – damning marketers’ claims that they’re improving personalisation.

And in a double blow, 77 percent of marketers are arguing that tech has made it harder, not easier, to offer customers personalised experiences.

Sylvia Jensen, VP of EMEA marketing at Acquia said: “This research uncovers that what consumers say they want is completely different to what they actually want – but that’s the fault of the marketer, not the consumer. Without being able to track customer journeys and build up a digital picture of customer behaviour, it’s difficult to really understand customers effectively – and therefore personalisation becomes extremely challenging.

“The result is a poor experience – just one of which can be enough to send a loyal customer into a competitor’s open arms.”

Addressing the issue of loyalty, the report finds that 78 percent of consumers are more likely to be loyal to a brand if the brand demonstrates an understanding of them as the customer – yet 64 percent of consumers feel that brands who should know them well don’t know them well at all.

 


Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.




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