Hello Reader,

It only takes one.
One rude cashier.
One indifferent front desk staff.
One impatient server.

Even in businesses where the majority of the team is doing everything right, one "bad apple" can taint the customer’s entire perception of the brand. And the ripple effects can be massive.

In psychology, this is known as the "Bad Apple Effect"—where the presence of one negative individual reduces group morale, performance, and in this case, customer satisfaction.

• A Harvard study found that one toxic employee can cost a business more than twice as much as a high-performing one contributes.
• Customers tend to generalize one bad interaction to the entire brand—they won’t say “the employee was rude,” they’ll say “that company is rude.”

In Ghana (and across much of Africa), this is often seen in customer-facing roles—especially in hospitality, food service, and retail—where businesses haven’t invested in strong CX standards or accountability systems.

Here's What You Need to Know:Your CX Strategy Must Include People Strategy

1.Hire with Intention​
Don’t just fill roles—hire people who reflect your brand’s values. A resume can’t show attitude, but interviews and trial shifts can.

2.Establish Clear Behavior Expectations​
Every team member should know what “excellent customer service” looks like—and what is unacceptable.

3.Create a Culture of Accountability​
It’s not enough to talk about customer experience—leaders must act when standards aren’t met. Feedback, coaching, or letting go may be necessary.

4.Nurture Team Culture​
A strong team won’t let a “bad apple” spoil the bunch. When service excellence is part of the team identity, peer accountability steps in too.

The Bigger Lesson: Customers Judge the Whole by the One

Your customer experience is only as strong as your least engaged employee. A bad attitude isn’t just a personnel issue; it’s a brand issue.

Consistency, team alignment, and intentional hiring are no longer optional if your business wants to thrive in today’s competitive market.

This week, I Challenge You:

Take a closer look at your team this week. Is there anyone whose energy, attitude, or behavior is consistently misaligned with the standard you want to set?

Ask yourself: Would you be comfortable if every customer interacted with this person first?

If the answer is no, it’s time to act. Because in customer experience, one bad apple really can spoil the bunch.

P.S. We’ve been receiving fantastic feedback from entrepreneurs who’ve already started using The Mini Customer Service Playbook. It’s making a real difference in how they show up for their customers. If you haven’t grabbed your copy yet, now’s a great time to invest in stronger, more consistent service. It’s never too late to turn things around.

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Here’s to stronger teams and better service,

Behind The Consultant - Maureen Unplugged (A behind-the-scenes peek into my personal world, where I share everything from books and music to new discoveries) After a particularly horrible experience, I recently wrote an article for Labari Journal on Customer Service and the African Fashion Industry. ​ Check out my article

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Maureen Atebawone,

Founder, BawoniCX

Creating Customer Experiences with Purpose, Intention, and Authenticity...