March 27, 2008

Customer Relationship Snapshot: Credit Card Providers

How Relationships Differ Across Generations Of US Consumers

This is the fifth 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 credit card issuers. 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 credit card 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: Seniors and Older Boomers are getting their basic needs met, Seniors are the most satisfied with phone interactions, and Gen Yers are the least loyal to their existing providers.

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