January 08, 2026
When Money Is Tight, CX Takes the Hit
When customers feel under financial pressure, they tend to judge brands more harshly. New Qualtrics data shows that only 52% of consumers now say they feel financially secure, a three-point decline over the past two years. Inflation, job uncertainty, and wider economic concerns are changing how people approach purchases and how they experience the brands behind them.
Research shows that financial insecurity affects every major customer experience metric. Customers who feel financially stretched consistently rate brands lower on satisfaction, trust, likelihood to recommend, and intent to buy again. Trust and recommendation scores fall by nearly seven points compared to consumers who feel financially secure.
According to Isabelle Zdatny, Head of Thought Leadership at Qualtrics XM Institute, the issue goes beyond spending power. She says:
“When consumers feel financially strained, it changes what they need from businesses and how they respond to experiences, good or bad. They’re more risk-averse and less tolerant of friction. Because when you’re already stretched thin, you can’t afford the time, frustration, or cost of a purchase that doesn’t work out.”
This mindset explains why everyday service failures now carry more weight. A delayed delivery, unclear pricing, or unresolved issue feels more costly when customers have little margin for error. The emotional impact of a bad experience is higher, and patience wears thin much faster.
What many brands often get wrong is price sensitivity, assuming lower prices drive decisions when financially stressed customers are more focused on avoiding risk and failed purchases.
Financially insecure customers are not primarily motivated by cheaper options. In fact, they are less likely than average to switch brands because of lower prices or promotions.
Reliability Over Savings
Customers under pressure prefer reliability rather than savings. A failed purchase means wasted time, frustration, and the need to spend again elsewhere. This is why financially stressed consumers are more likely to try a new brand only when there are no other options, and not because of advertising, recommendations, or values alignment.
When it comes to differences among age groups, consumers aged 45 to 59 have seen the biggest drop in financial wellbeing over the past two years. This group often manages multiple responsibilities at once, including mortgages, caring for ageing parents, and education costs for children. Women also report higher levels of financial strain than men, with fewer saying they feel financially secure.
Analysing CX data alongside economic and demographic factors helps separate operational problems from broader customer stress. Comparing similar customer journeys and segments prevents overcorrection and highlights where service changes are genuinely needed.
What matters most right now is reducing friction. Transparent pricing, processes that do not waste time, products that work as promised, and problems resolved on first contact have more impact than advanced personalisation or premium features. For customers watching every decision closely, reliability is the experience.
