Customer Experience Mismatch Ruins Brand Perception

This CMSWire editorial by Ross Kernez discusses how mismatches between customer expectations and actual brand experiences undermine brand perception and loyalty. Citing multiple studies, the article argues that customers are more frustrated by unexpected delays than by long waits, and that satisfaction is driven by meeting or exceeding expectations rather than speed alone. It outlines three 'laws' of customer experience: the law of the stuck clock (expectations matter more than speed), the law of the experience gap (reality vs. expectations leads to negative outcomes like switching, inertia, complaining, or negative word-of-mouth), and the law of good by association (customers value brands that reflect their ethical standards). The piece concludes that brands must set, meet, and reinforce positive expectations to build trust and loyalty, and that ethical practices should be integrated into the customer experience itself.