For Customer Experience Professionals (Length: 6 pages)

May 22, 2008

Customer Relationship Snapshot: Wireless Carriers

How Relationships Differ Across Generations Of US Consumers

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

by Bruce D. Temkin

with Steven Geller

Executive Summary (This is a document excerpt)

Forrester asked nearly 5,000 US consumers about many aspects of their relationships with wireless carriers. 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 providers. 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: Older consumers are the most satisfied and loyal, and young consumers are the most likely to switch providers.

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