For Customer Experience Professionals (Length: 6 pages)

March 3, 2008

Customer Relationship Snapshot: Retailers

How Relationships Differ Across Generations Of US Consumers

This is the third document in the "Value Of Customer Relationships" series.

by Bruce D. Temkin

with Olga Melnikova, Steven Geller

Executive Summary (This is a document excerpt)

Forrester asked nearly 5,000 US consumers about many aspects of their relationships with retailers. We examined their feedback on overall customer experience; their satisfaction with Web, branch, and phone interactions; and their plans to stay loyal to their current retailers. To understand the dynamics of these relationships, we analyzed the data across five generations of consumers: Gen Y, Gen X, Younger Boomers, Older Boomers, and Seniors. Some of our findings: Boomers and Seniors are getting their basic needs met, Seniors are the most satisfied with store and phone interactions, and Gen Yers are the least loyal to their existing retailers.

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