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Nearly 3 in 5 internet users worldwide are concerned with bad customer service when deciding to make an online purchase from a brand, meaning brands that don’t prioritize the consumer could be, in the words of Julia Roberts in "Pretty Woman," making a “big mistake. Big. Huge.”

Read more:

• Where do US consumers begin their product searches?
• Consumers in Europe will be more attuned to brand purpose and messaging
• Do retailers have a firm understanding of their shoppers?