Few organizations deliver outstanding experiences to their customers. To better understand which types of interactions are most likely to affect the customer’s perception of an organization, we asked 10,000 U.S. consumers to identify the most problematic journeys with 318 companies across 19 different industries. We evaluated how different customer journeys impact five loyalty behaviors: likelihood to recommend the company, likelihood to repurchase from the company, likelihood to forgive the company if it makes a mistake, likelihood to trust the company, and likelihood of trying new offerings from the company.