The report was based on data from a survey of 2,000 consumers and 1,000 employees of brands in the United States.
Nearly three-fourths of consumers (74%) say negative interactions with staff (poor attitude, lack of knowledge, etc.) is a cause of bad brand experiences.
In contrast, just 29% of brand employees surveyed say negative staff interactions play a major role in bad experiences.
Other top contributors to bad brand experiences cited by consumers are a lack of understanding of individual needs, no staff available to help when necessary, and delivering products/services that are not what are expected.
Companies significantly underestimate the impact of bad brand experiences, the survey found.
Some 23% of consumers say they would stop using a brand after a bad experience. However, just 6% of brand respondents say bad experiences lead consumers to stop using their products/services.
About the research: The report was based on data from a survey of 2,000 consumers and 1,000 employees of brands in the United States.
Continue reading "What Leads to Bad Brand Experiences?" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Brand Management:
- Building a Standout Brand Goes Way Beyond Your Logo: Nick Westergaard on Marketing Smarts [Podcast]
- The Reputations of the 100 Most Visible Corporations
- 'Be a Quitter Like Me'—Stories, Connections & Books: Bobby Lehew on Marketing Smarts [Podcast]
- A Six-Step Guide to Conducting a Brand Audit [Infographic]
- Why Is Your Brand Forgettable? [Infographic]