B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
32%
32% -- share of customers who stop doing business after one bad experience for customers (2026)
32% of customers would stop doing business with a brand they loved after just one bad experience.
- Specifically applies to a brand they loved
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
32%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
PwC
Primary
Tier C
https://amplifyn.com/post/impact-of-an-outdated-ui-on-b2b-business-and-what-to-consider-before-a-red… ↗
Source Article
Impact of an outdated UI on B2B business and what to consider before a redesign
Original Research
PwC
· Original study ↗
Methodology
PwC 'Ingredients for great experiences' study, as cited by Amplifyn
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
customers: 32% share of customers who stop doing business after one bad experience. Source: PwC (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/pwc-churn-after-bad-experience
HTML Embed
<blockquote cite="https://lighthousedata.io/data/pwc-churn-after-bad-experience" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>32%</strong> -- share of customers who stop doing business after one bad experience for customers<br><small>Source: PwC (2026) · <a href="https://lighthousedata.io/data/pwc-churn-after-bad-experience" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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