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.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji