News

Broken promises more damaging than brands realize, reveals study

February 7, 2017

Breaking a promise to a customer or consumer has a bigger negative impact than most retails realize, according to a new InMoment study on how emotions drive customer loyalty.

The annual CX Trends Report explores how consumers and brands prioritize customer experience aspects as well as emotion and personalization impact.

"Our previous two studies, as well as this year's, confirm that customers increasingly see their interactions with brands as more relationship-oriented than transaction-based," Brennan Wilke, SVP of customer experience strategy at InMoment, said in a statement.

"Customer expectations are actually very reasonable, so failing to deliver on the brand promise leaves them with strong, negative emotions," he said. "If the brand promise is in alignment with consumer expectations and consistently delivered, customers are much more like likely to continue, and even, grow that relationship."