Assertion Supported AI assessment confidence: 90% certainty 4/5 debate potential 2/5

Johnson: 54% of Millennials and Gen Z left brands over bad experiences

Kathie Johnson · How Top CMOs Drive Growth in the Age of the Self-Serve Buyer | Klaviyo, Talkdesk, SmartBear CMOs · Dec 1, 2022 · at 6:17

Kathie Johnson, CMO of Talkdesk, cites internal research regarding generational brand loyalty and customer churn at SaaStr Annual.

0:00 / 0:16exact quote · 16.8s

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“When you look at Millennials and Gen Zs, they are less loyal than any other organization. 54% of them have left a brand because of one bad experience in the last year, and a third have switched to a new brand in the last year.”

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The claim, plainly

According to Talkdesk research, 54% of Millennials and Gen Z consumers have abandoned a brand after a single bad customer experience in the past year, and one-third switched brands.

a quote alone can be ambiguous, so this restates it with the references and context of the conversation around it resolved. AI-written; the tape below the player is the source.

Assessment

Kathie Johnson accurately cited the findings of Talkdesk Research's March 31, 2022 report, 'Winning Gen Z Through Exceptional Customer Service'. The report established that 54% of Gen Z consumers and 56% of Millennials stopped buying from or abandoned a brand in the preceding year due to a single poor customer experience, and nearly a third (31%) reported becoming loyal to a new brand in the past year.

Talkdesk Research report 'Winning Gen Z Through Exceptional Customer Service' (March 31, 2022) found that 54% of Gen Z and 56% of Millennials stopped buying from a company in the preceding year after a single instance of poor customer service.
The same report found that 31% (nearly one-third) of Gen Z respondents reported becoming loyal to a new company within the past year.

Checked against

[1] talkdesk.com [2] talkdesk.com [3] talkdesk.com [4] mediapost.com [5] contactcentremonthly.co.uk [6] newdigitalage.co

"54%" "stopped buying from a company in the past year" Talkdesk "Talkdesk" "54% of Gen Z" OR "54% of Millennials" OR "54%" "single" "nearly a third" "loyal to a new company" Talkdesk Talkdesk research 54 percent Gen Z Millennials single bad customer experience "Kathie Johnson" "Talkdesk" "54%" OR "one-third" OR "Millennials" OR "Gen Z"

assessed as of 2026-09-03

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Mentioned

Millennials and Gen Zs Talk to Us research organization

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Johnson: 54% of Millennials and Gen Z left brands over bad experiences

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