WHEN CUSTOMERS HAVE A NEGATIVE EXPERIENCE, BUSINESS HAS A NEGATIVE IMPACT U.S. general population Net percent who took their 54%business elsewheredue to a negative experience List of actions include: 54 57 54 I switched financial services companies 45 I started using that financial services company less I started saving more of my money at home to avoid interacting with the financial service company I started using non-traditional financial services companies (payday loans, retail stores) I started using alternative investment tools like cryptocurrency White Black Latinx Asian to avoid dealing with financial service companies 2021 Edelman Money in Color Special Report. Q40. As a direct result of the experience(s) you just indicated, which, if any, of the following things happened? Please select all that apply. Question asked of respondents who dealt with any experience (Q39/1-12) General population, U.S., and among Non-Hispanic White, Black, Latinx and Asian populations. 17