Sellers beware! Most consumers abandon a brand after up to three negative experiences

Customer satisfaction and customer retention play an important role in revenue growth . Data shows that customers will abandon a brand after experiencing up to three bad experiences , which reflects the importance of brands staying engaged with customers and ensuring product quality .

In a survey of nearly 2,000 U.S. consumers, retail experience platform Coveo found that 73% of consumers would stop buying from a brand after three negative customer service experiences .

Determining which experiences are considered negative can be challenging , though ; Coveo found that nearly half of respondents (44%) rarely or never complain about having experienced a negative interaction .

Excellent customer service has long been a hallmark of successful retail companies, but recent digital innovations have complicated what it means to provide an effective customer support system. Coveo has observed that many brands are flooding their websites with information in the hopes of anticipating customer expectations and solving customer problems by providing highly relevant content , thereby reducing the number of calls to support centers.

While directing consumers to a website FAQ or help page does reduce the burden on human customer support agents, this alone does not ensure a high-quality experience for consumers .

Not being able to find information ( 44%) and finding conflicting information (23%) are the two main reasons consumers abandon a brand entirely . Therefore, sellers need to ensure that this online information is complete and concise .

Additionally, understanding the different preferences of age demographics may also be helpful for brands, who can tailor their products and services to the characteristics of their audiences . The survey showed that 50% of Generation Z are most likely to abandon a brand because they can't find the information they need online , while 40% of baby boomers claim that they would rather talk to a person .

In summary, the increase in online shopping has brought more development opportunities to sellers, but also more challenges. Sellers should pay more attention to the needs of consumers and create a satisfactory shopping experience for consumers, so as to attract more loyal customers for their stores.

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