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The business activities of the majority of industrial and commercial customers are dependent on some critical equipments that are susceptible to voltage sag events. This paper aims to propose a novel approach to estimate the financial impacts of voltage sag events on customer operations. The proposed technique is based on the event tree method. Using this approach, it is possible to consider the impacts of operational failure of various sensitive equipments, involved in the customer operations, on the financial losses expected from voltage sag events. A quantitative case study is conducted in the paper to illustrate the applicability of the proposed approach.