As part of our annual U.S. consumer benchmark study, we asked respondents how they change the amount of money they spend with an organization after a bad experience. Our analysis shows that, across 20 industries, consumers tend to decrease or stop spending after a poor experience. However, the financial consequences of delivering bad experiences are not equal across industries. Consumers are more likely to cut their spending with companies they have a transactional relationship with – such as fast-food restaurants, airlines, and grocery stores – then companies they have an ongoing (often contractual) relationship with – such as health insurers, wireless providers, and utilities.
The consumer benchmark study surveys a representative sample of 10,000 U.S. consumers about their interactions with companies in 20 different industries. For more information on the financial impact of customer experiences, check out the full Data Snapshot, What Happens After a Bad Experience, 2020.
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