Consumer Behavior

Consumers quicker to leave brands after negative experience

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June 12, 2023

Consumers are quicker to leave a brand after having only two or three negative experiences and customers expect service and support to deliver the most relevant information throughout a brand engagement .

Those are top findings from Coveo research, "2023 Customer Service Relevance Report," that also revealed the ghosting trend continues to swell as 60% of Gen Z respondents say they rarely or never complain about a negative digital customer service experience.

The act of "ghosting" online customers, or silent snubbing, is costing the U.S. retail industry $2.4 billion each year, according to the SOCi 2023 Local Visiblity Index report that audited 588 retailers across 39 industry categories.

The Coveo report revealed that while 87% of Gen Z respondents said they'll give brands more chances than other demographics, 60% of them said they'll abandon a brand without notice once those chances are gone, according to a press release on the findings.

"While offering great customer service should be table stakes, many companies still miss the mark (and spend too much money) on doing everything except the fundamentals," Patrick Martin, GM of service at Coveo, said in the release. "Our report shows that customers want answers — is your company equipped to supply them? Because customer expectations are constantly evolving, you need to build an experience layer that works across all channels. That experience layer must sit on a flexible foundational platform that includes search and machine learning that allows you to meet your customers — wherever they are. There's an opportunity to deliver the proactive experience your customers seek and save money doing it."

Additional findings include: