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September 30, 2009 The Customer Experience Generation GapCustomer Experience Index Scores Across Five Generations And 12 Industriesby Bruce D. Temkin with William Chu, Angela Beckers |
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Executive Summary
Across most industries, Seniors give firms the highest marks for customer experience, and Gen Yers give them the lowest. The most significant exception is that Older Boomers give PC manufacturers the lowest scores. The difference across generations is largest for health plans, especially when it comes to the enjoyability component of Forrester's Customer Experience Index: Seniors give health plans a 62% rating in this area, while Gen Yers give them a 24% rating.
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