Key Findings

This study examined consumers’ poor experiences and associated spending changes across 17 industries and 18 countries. Key highlights include:

  • Organizations disappoint in nearly 1 in 5 experiences. On average, consumers report having a bad experience with 18% of experiences, ranging from a high of 34% in India down to a low of 10% in Japan. Mobile phone providers in Brazil and internet service providers in the Philippines produce the highest rates of very poor experiences; fifty percent of people that had experiences in these industries reported having a bad experience.
  • Consumers cut spending after bad experiences. Across all industries and countries, slightly more than half of consumers said they either decreased or stopped spending with an organization after a recent bad experience. Spanish customers are the most likely to reduce or stop spending after a very poor experience, while Indian customers are the least likely.
  • Bad experiences put sales at risk. On average, organizations risk losing 9.5% of their revenue due to very poor experiences. Internet service providers have the highest percentage of sales at risk due to very poor experiences (14.7%), while supermarkets had the lowest (4.7%). The risk is highest for organizations in Brazil and the lowest for those in Japan.


Here are the figures for this Data Snapshot:

  1. Bad Experiences – by Industry
  2. How Consumers Cut Spending After a Bad Experience – by Industry
  3. Sales at Risk Due to Bad Experiences – by Industry
  4. Percentage of Bad Experiences – by Country
  5. How Consumers Cut Spending After a Bad Experience – by Country
  6. Sales at Risk From Bad Experiences – by Country
  7. Bad Experiences in Industries – by Country (Part 1)
  8. Bad Experiences in Industries – by Country (Part 2)
  9. Bad Experiences in Industries – by Country (Part 3)
  10. Methodology


Submit your information one time to gain access to all XM Institute resources

By providing this information, you agree that we may process your personal data in accordance with our Privacy Statement
By submitting this form, you agree to receive marketing information from XM Institute as set out in our Terms of Service & Privacy Statement. You may unsubscribe at any time.
By submitting I agree to XM Institute's Terms of Service & Privacy Statement