One bad experience can make or break a brand experience. And, as expected, several bad experiences with a brand likely is a deal-breaker. These are among the findings of a survey and report, “Experience is Everything,” by the consulting firm PwC.

“Give customers a great experience and they’ll buy more, be more loyal and share their experience with friends,” PwC noted in its overview of the 2018 survey’s findings. “That’s what every company strives for. Yet, so many consumers seem disappointed. Call it an experience disconnect: companies tout the latest technology or snappy design, but haven’t focused on—or invested in—the most meaningful aspects of customer experience.”

According to PwC, there are a few basics that truly make up a good customer experience: speed, convenience, consistency and friendliness. “And one big connector: human touch—that is, creating real connections by making technology feel more human and giving employees what they need to create better customer experiences,” the report noted.

On granular basis, PwC said the results of its survey showed that retailers and/or brands don’t have many chances to get things right for the consumer. Indeed, the firm estimated that a brand or retailer could lose one-fifth to one-third of its customers in a single day by virtue of a single bad experience. “Even if people love your company or product, in the U.S. 59 percent will walk away after several bad experiences [and] 17 percent after just one bad experience,” the report noted. “In Latin America, 49 percent say they’d walk away from a brand after one bad experience.”

The findings of the PwC survey are based on a representative sample of 15,000 people from 12 countries, via an online survey and in-field interviews; 4,000 respondents were from the U.S., the remaining 11,000 were from a sampling of countries around the globe, the firm noted.

A copy of the PwC report can be downloaded here.