Damage Control: The True Value Brands Provide Through Customer Service and Personalization

All it takes is one.

A single negative brand experience is enough for 1 in 5 consumers to stop purchasing from that brand, according to Klaviyo’s 2025 “The Future of Consumer Marketing” report.

And though more (39%) were likely to take their first action by talking about the experience through either leaving feedback, telling friends and family, or posting about it on social media — while 32% were likely to contact customer service as their first step — it’s still a slippery slope that could just be postponing that never-again inevitability, especially considering the expectations that most consumers have from the brand. 

“After reaching out, 81% of consumers expect a response within 24 hours,” the report says, “and 38% expect a response within 4 hours.”

According to the survey, almost three-quarters (74%) of consumers expect more personalized brand experiences this year, with two-thirds (66%) expecting brands to make them feel understood and valued.

(Source: Klaviyo)

“They want brands to make them feel seen, and they expect every marketing effort — from discounts to brand communications — to be customized to their preferences and past purchasing behavior,” says the report, calling the “simple transactional relationship” no longer enough for 2025 shoppers. “When we asked which personalization experiences matter most when shoppers are making a repeat purchase, exclusive discounts won out again.”

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