A new report from global consumer technology firm Havas CX suggests that customers are slightly more likely to abandon a brand because of a bad experience than higher prices.
The X Index Report, which surveyed more than 59,000 consumers across eight countries, found that 59% of respondents said they abandoned a brand after a single bad experience, while 55% reported doing the same because of price increases.
“In today’s environment, customer expectations are higher than ever before,” said David Shulman, global CEO of Havas CX. “For brands, loyalty can only be earned by delivering unwavering consistency, authentic personal connection and experiences that create lasting emotional memories.”
Havas CX also found that consumers expect a seamless experience across retail channels, with 25% of consumers in the United Kingdom, 22% in the United States and 21% in Germany saying they want a consistently quality experience whether shopping online or in-store.
Consumers also want brands to appeal to them on an emotional level. The survey found that respondents said that emotional factors make up 34% of the overall customer experience, slightly edging out functional factors at 33%.
The X Index Report reflects the findings of other recent consumer surveys. A customer experience report from Price Waterhouse Cooper revealed that 59% of consumers would write off a brand after several bad experiences, and 17% would do so after just one negative interaction.
According to the PWC survey, 80% of American consumers said that speed, convenience, knowledgeable help and friendly service are the most important elements of a positive customer experience. And 82% of Americans want more human interaction from customer service, while 59% feel that companies have lost touch with the human element of customer service.
Another survey from consumer communications agency Zeno Group found that 72% of American shoppers said they’d remain loyal to retailers they love even if they have to pay more for products. And 87% of respondents said they support brands they love, even when it’s not the easiest option to shop.
Whether for retailers or furnishings brands, the message is clear: In this complex and ever-changing marketplace, the one constant remains the power of dedicated, personalized customer service.
“The data speaks volumes: Brands can no longer afford to let promises outpace reality,” said Sebastien Houdusse, chief strategy officer, Havas CX. “It’s time to close the gap — because in a world where every experience counts, delivering on your word isn’t just good business. It’s the foundation of lasting loyalty.”
