As part of our first ever Global Consumer study, we asked respondents, “Which of these organizations, if any, have you recently had a very poor experience with?” For respondents who reported having a recent bad experience with an organization in one or more of these industries, we followed up by asking how they have changed their spending habits with that organization since their bad experience.

We found that consumers are most likely to cut spending after a bad experience with an online retailer, and least likely to do so with public utility companies. On average, 53% of consumers decreased or completely stopped spending with an organization after a poor experience. Use these insights to understand the potential revenue you could be risking by delivering negative customer experiences.

This global consumer benchmark study surveyed 17,509 consumers from 18 countries: Australia, Brazil, Canada, France, Germany, Hong Kong, India, Indonesia, Japan, Malaysia, Mexico, Philippines, Singapore, South Korea, Spain, Thailand, the UK, and the U.S. For more information on bad customer experiences around the world, check out the original Data Snapshot, Global Study: What Happens After a Bad Experience.

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