A new study conducted by Oracle finds that people are upset and disappointed by the experiences brands are providing. The study, which Oracle conducted in partnership with Customer Bliss, includes insights from more than 1,100 U.S. consumers across four generations. It found that 43 percent of people “blacklist brands that fail to meet their expectations and that a lack of trust in brands is making it increasingly difficult to influence purchasing behavior,” according to an announcement by Oracle about the findings.

“Relationships between brands and consumers begin when a customer has faith in a company and that trust must be constantly earned – it cannot be bought and can be easily lost," Customer Bliss founder Jeanne Bliss said in the announcement. "As this study shows, consumers are attracted to brands that go the extra mile to deliver personalized experiences and are willing to take decisive action when their expectations are not met. The key takeaway here is that one size doesn't fit all and if you invest in customer experience, your customers will invest in you.”

According to the findings, a majority of consumers (82 percent) have had an experience with a brand that is disappointing or upsetting, and more than three quarters of consumers (78 percent) say they have had an experience where they were not satisfied with the customer service provided.

The new study, “One Size Doesn’t Fit All,” can be viewed here. As brands fall short, consumers are taking decisive action, including:

• More than one third (34 percent) of consumers said they would never shop with a company again after just one bad experience.
• 88 percent of consumers share their negative experiences. The majority will tell their friends and family (59 percent), while only 35 percent will contact a company to give it the chance to resolve the issue.
• When asked to equate contacting customer service to another experience, consumers' selected unpleasant situations, like going to the dentist (18 percent), stubbing your toe (13 percent) or an awkwardly long hug (13 percent).

"True customer experience today is not a one-size-fits-all model and as this study shows, brands are increasingly having to operate in a world where customer understanding is at a premium and there is virtually no tolerance for mistakes," Rob Tarkoff, executive vice president and general manager of Oracle CX Cloud, said in the announcement. "Brands are in a race against time to meet these ever-changing customer expectations and will need to take a data-driven approach to ensure they can make every customer interaction matter."