New research* reveals 66% of consumers are ready to walk if a brand breaks a promise. This figure rises to nearly three quarters (73%) switching after three broken promises. The findings underscore a challenge for business, with 56% of UK consumers believing companies care less about keeping their promises than they used to.
This data should be a wake-up call for brands. When a promise is broken, 47% of consumers (jumping to 61% for those 55+) seek a genuine apology. Yet, only 55% of customers say brands actually apologise when something goes wrong.
Broken brand promises aren’t just an emotional let down, they impact revenue. Customers report feeling disappointed (59%), angry (41%), upset (29%), and even betrayed (28%). In the last year alone, 42% say they’ve experienced at least one broken brand promise, most commonly:
- “Delivery will be on time” cited by 29% of consumers
- “We will get back to you in 24 hours” cited by 25% of consumers
- “We will act on your feedback” cited by 21% of consumers
Crucially, failing to protect customer data emerged as the most unforgivable broken promise, a telling statistic following a wave of several high-profile cyber breaches.
When brands break promises, it’s more than just a let down; it actively damages the customer connection, leading to lost loyalty and revenue. To rebuild trust and differentiate in today’s competitive market, brands must prioritise keeping their word and offer genuine apologies when things go awry. Transparency and empathy aren’t optional, they’re essential for bridging the gap between brand promises and the daily customer experience.
The data also highlights the transformative potential of technology, specifically artificial intelligence (AI), in improving customer experience. Some 41% of consumers believe AI can help identify broken promises early, and reduce the frustrating “computer says no” moments. However, 44% want transparency regarding AI’s usage and benefits, highlighting the importance of ethical and transparent implementation.
While these customer frustrations are common, they don’t have to be. AI offers a powerful path forward, enabling brands to proactively identify and address potential issues before they escalate into broken promises. It can transform the customer experience, shifting it from a transactional interaction to something more intuitive, natural, and human. Customers can see the benefits AI can bring to their experience, provided brands remain transparent and responsible in its usage.
*Research from Qualtrics
