2024 Global Consumer Study on Bad Experiences

This report presents findings from the Qualtrics XM Institute's 2023 Global Consumer Study, which surveyed over 28,000 consumers across 26 countries regarding their experiences with organizations. The study reveals that 14% of recent experiences were categorized as 'very poor,' with significant variations across countries and industries. For instance, government agencies in Mexico had the highest rate of poor experiences at 43%, while Japan reported the lowest at 6%. The report also indicates a decline in the frequency of bad experiences by 2.2 percentage points compared to the previous year, with notable improvements in the airline industry. Furthermore, the study highlights consumer behavior following poor experiences, noting that over one-third of respondents reduced or ceased spending after such incidents. The report quantifies the potential revenue loss for organizations, estimating that 7% of sales are at risk due to poor customer experiences, with government agencies facing the highest risk at 13.2%.