Think about your worst customer experience (CX). Were you waiting in a crowded terminal for your flight that was delayed nine hours with zero reimbursement or apology offered? Were you on hold for what seemed like an eternity because your Internet was down?

Frustrating moments like those are ones we'd like to forget—but never will.

On the other hand, think about your best experience, where the service was incredible—can you pinpoint that time? (When asked to look back over the past 10 years, more than half of people couldn't remember their best CX.)

Failing to Foster Positive Experiences

The ability to foster superior experiences is vital to the success of any business today. More than 80% of retailers plan to increase their CX spending this year. Despite easier and faster communication, however, more CX failures are occurring.

Brands fail their customers far too often.

Moreover, often a discrepancy exists in the perception of a "failure" from the brand's view compared to the customer's. It doesn't take much for a failure to occur, according to a customer. Most CX failures cost less than the price of lunch to navigate.

What an organization may have perceived to be a slight misstep with a customer is actually a major failure from the customer's view.

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image of Paige O'Neill

Paige O'Neill is CMO of SDL, a global customer-experience management company.

LinkedIn: Paige O'Neill

Twitter: @paige_oneill