“It takes 20 years to build a reputation and five minutes to ruin it.”

– Warren Buffett 

In April 2017, United Airlines forcibly removed a passenger from his seat and involuntarily ejected him from overbooked Flight 3411. Footage of the passenger being physically dragged through the aisle went viral and was broadcast on the news all over the world. Within two days, United Airlines stock dropped by 1.4 billion dollars as a result of the controversy.

One customer’s experience. 1.4 billion dollars.

Though this is but one drastic example, the impact of the customer experience is undeniable. With customers expecting more than ever before from brands, businesses need to ensure that their customer experience aligns with what their brand promises.

Customer experience (CX) is a customer’s idea, feeling and/or lasting impression of a brand. This experience comes as the result of every interaction between the customer and a brand throughout each stage of the customer journey. Though an entirely abstract concept, what a customer feels about a brand will have the greatest input on whether they do business with a company, irrespective of brand status, pricing or product quality.

Each interaction between your brand and your customers is significant and will ultimately impact the customer experience: Your product may be the best, but your customer service may be disappointing. Your in-store staff may be exemplary, but customers may struggle with your call centre help. Be it through word of mouth, press, or social media, consumers often form perceptions or opinions of brands whose services or products they have not even experienced. As such, it’s vital that all levels of interaction between your customers and your brand align to create a positive customer experience.

Delivering a positive CX will increase customer satisfaction, encouraging brand loyalty, resulting in positive recommendations, earning further custom. A negative CX can result in 1.4 billion dollars.


Providing a customer experience requires a deep understanding of your customer’s needs, personalities and their journey. At Douglas Stafford, our CX services are here to help your business to gain customer insight and to understand the customer journey. If you would like to learn how we can help your business, get in touch with us at info@douglasstafford.com or call us on 02392 830011.