Customer experience failures are undoing the very brands businesses work hard to build, according to insights shared by branding strategist Dennis Gawuga and customer experience expert James Mills on Springboard Hangout with host Comfort Ocran.
The two industry professionals cautioned that many businesses, especially emerging ones, focus heavily on appearance and promotion while neglecting the actual experience customers receive, a gap they say is costing them growth, trust, and long-term relevance.
“Branding is a very intentional process where a product or service is marketed consistently over time with discipline to build a perception and maintain it,” Mr. Gawuga explained, stressing that what people see on the surface is only the starting point of a much deeper responsibility.
Mr. Mills reinforced the concern from a customer experience perspective, stating that “customer experience is the new marketing,” and warning that businesses that fail at this stage risk losing customers even after attracting them successfully.
Mr. Gawuga further noted that many businesses create a strong first impression but fail at the point of delivery, which ultimately defines how customers judge them. He explained that when what a business claims does not match what it delivers, it creates doubt and weakens trust in the brand.
Mr. Mills, drawing from over two decades in the industry, pointed out that many businesses still misunderstand customer service, reducing it to simple transactions rather than a full experience. According to him, how customers are received, spoken to, and supported determines whether they stay or leave.
Both speakers highlighted a critical issue affecting many small businesses: the failure to deliver on promises. They cited cases where customers pay for products or services that are delayed for months without proper communication. According to Mr. Gawuga, such failures do more than disappoint customers; they actively reshape how the brand is perceived.
“When you do not deliver on what you said you would do, you are recreating a different brand for yourself,” he indicated, emphasizing that every action or inaction sends a message to the customer.
Mr. Mills added that many of these breakdowns happen because there are no systems in place to track customer interactions or complaints. He stressed that businesses must actively monitor their communication channels, noting that “people do what is inspected, not what is expected.”
He advised that even small businesses without sophisticated systems can maintain strong customer relationships by responding promptly, setting clear timelines, and managing expectations properly. Where mistakes occur, he recommended immediate engagement, sincere apologies, and practical compensation such as discounts or partial refunds to restore trust.
Beyond systems and processes, both experts returned to a central theme: discipline. Mr. Gawuga stressed that lasting brands are not built on trends or short bursts of attention, but on consistent delivery over time. He warned that while social media can quickly attract attention, it cannot sustain a business without reliability and truth.
Mr. Mills reinforced this by urging business owners to be intentional about the experience they create. He explained that when businesses deliberately design positive interactions, they benefit from stronger customer loyalty, lower marketing costs, and increased revenue.
About Springboard Hangout
Springboard Hangout is a funducative, youth-centred show hosted by Comfort Ocran. It features inspiring stories, practical skills, and real-life experiences aimed at educating, entertaining, and equipping the next generation. The programme airs every Saturday at 4:00 PM on Joy Prime TV and on the Springboard Channel on Facebook and YouTube.
Marketing & Communications
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