Consumer Behavior

Most consumers jump ship after 1 bad brand experience

Adobe Stock

June 19, 2023

A hefty number of consumers, 73%, will jump ship after one bad brand experience — a sizeable increase compared to 2022 when 66% stated they would abandon a retailer after one negative interaction and nearly double the number from 42% in 2021.

That's a prime finding from TCN Inc.'s third annual "Consumer Insights about Customer Service" survey conducted by OnePoll.

Additionally, for the third year in a row, consumers' number one preference for communicating with a company's customer service department is speaking with a live agent, according to a press release on the findings.

Nearly half (44%) of the respondents have posted an online review about a poor customer service experience, 75% of Gen Z (18-26) have posted an online review after a negative experience, while only 24% of Baby Boomers (59-77) have done the same. Over half of Millennials (27-42) and Gen X (43-58) have also posted about a negative experience.

"More than ever, this year's survey highlights the importance of providing top-notch customer service within contact centers when it comes to brand loyalty and referrals. It is clear that one single interaction with a customer can make or break a relationship with a brand," McKay Bird, marketing director at TCN, said in the release. "Technology within the contact center can go a long way in supporting understaffed workforces, but there is also no full replacement for the human touch, as we see for the third year in a row. We are also encouraged to see big industries like healthcare and finance continuing to improve year after year regarding customer service. This is a trend we hope to see continue."