For Customer Experience Professionals

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	March 3, 2008 Customer Relationship Snapshot: Retailers How Relationships Differ Across Generations Of US Consumers by Bruce D. Temkin with Olga Melnikova, Steven Geller

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Executive Summary

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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