Most Americans Would Stop Using a Brand After 1 Bad Experience: Survey

A whopping 54 percent of American consumers would stop using a brand after just one bad experience, with millennials in the majority (57 percent).

A recent poll of 2,000 U.S. adults found inconsistent or obsolete online product information to be the No. 1 deal-breaker (24 percent) for consumers to “break up” with a brand they use.

However, half (51 percent) also said a great online or social media experience, such as fast replies to their questions, funny posts, and detailed how-to videos, would convince them to give the brand another try.

Two-thirds (67 percent) said they would be willing to switch brands if their initial experience with a new one is a cut above in a survey conducted by OnePoll on behalf of Propel Software.

In fact, 58 percent have recently switched from a brand they used to love to its competitor.

Almost half (47 percent) said they were enticed by an enhanced product experience, such as the availability of accessories, an online community, or how-to videos.

Of the items people were most willing to switch brands on, smartphones topped the list at 37 percent, TVs and kitchen appliances were second with 36 percent each and cars third at 35 percent.

Forty-seven percent of consumers were drawn in by the competitor brand taking a similar stance on issues that are meaningful to them, such as workforce diversity or environmental compliance.

“Our results show an increasing need for more brands to understand the customer experience isn’t limited to the point of purchase,” said Ray Hein, CEO of Propel Software.

Hein said, “Two-thirds of consumers now expect brands to engage with them well after the sale, anticipate their needs, and rectify bad experiences quickly. Companies that get this right are on the fast track to gain and retain more customers than their slower competitors.”

Most respondents associate an enhanced brand experience with high quality (42 percent), affordability (39 percent) and innovation (36 percent).

Among a list of well-known brands, Apple was the most associated with superior quality (26 percent), Amazon with…