Attention Sellers!Most Consumers Abandon A Brand After Experiencing Up To Three Negative Experiences

Customer satisfaction and customer retention play an important role in revenue growth. Data shows that customers abandon a brand after up to three bad experiences, reflecting the importance of brands maintaining engagement with customers and ensuring product quality.

In a survey of nearly 2,000 U.S. consumers, retail experience platform Coveo found that 73% of consumers would stop purchasing from a brand after three negative customer service experiences.

Still, determining which experiences are considered negative can be challenging, with Coveo finding that nearly half of respondents (44%) rarely or never complain about experiencing a negative interaction.

Excellent customer service has always been a hallmark of successful retail companies, but recent digital innovations have complicated what it means to provide an effective customer support system. Coveo has observed that many brands put a lot of information on their websites in an attempt to anticipate customer expectations and resolve customer issues by providing highly relevant content, thus reducing the number of calls to their support centers.

While directing consumers to a website FAQ or help page can indeed reduce the burden on human customer support staff, this alone does not ensure a high-quality experience for consumers.

Failure to find information (44%) and finding conflicting information (23%) are the two main reasons why consumers abandon a brand entirely. Therefore, sellers need to keep this online information complete and concise.

In addition, understanding the different preferences of age demographics may also be helpful for brands, which can tailor products and services to the characteristics of their own audience groups. The survey shows that 50% of Gen Z are most likely to abandon a brand because they cannot find the information they need online, while 40% of baby boomers claim they would rather be able to talk to a human.

In summary, the increase in online shopping has brought development opportunities to sellers, but it has also brought more challenges. Sellers should pay more attention to the needs of consumers and create a satisfactory shopping experience for consumers, thereby attracting more loyal customers to their stores.

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