Consumers say negative interactions with staff is the top cause of bad brand experiences, according to recent research from InMoment.

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.