Centro de Documentacion de Fundación MAPFRE - The Customer experience generation Gap : customer experience index scores across five generations and 12 Industries

MAP20090092037

The Customer experience generation Gap : customer experience index scores across five generations and 12 Industries / by Bruce D. Temkin with William Chu and Angela Beckers. — Cambridge : Forrester Research, 2009

(For customer experience professionals)

Sumario: Forresters Customer Experience Index (CxPi) used consumer feedback to rate customer experience across 12 industries.1 But were those ratings different based on consumers ages? Yes. To understand this phenomenon, we developed CxPi scores for each industry for each of five generational groups. Based on this data analysis, we found that: · Seniors give the highest ratings. Across all 12 industries, the CxPi ratings from Seniors were the highest. The scores from these older consumers ranged from a high of 86% for retailers to a low of 61% for TV service providers.· Gen Yers give the lowest ratings. For all industries except PC manufacturers, Gen Yers gave companies the lowest CxPi ratings. The scores from these consumers ranged from a high of 78% for retailers to a low of 41% for TV service providers.· Health insurers have the largest generation gap. When we compared the highest-scoring generation for an industry with the lowest-scoring generation, health insurers had the widest gap.While Seniors gave their health plans a 73% rating, Gen Yers gave those providers a rating of 38%, resulting in an extremely wide 35-percentage-point gap.· Health insurers and TV service providers disappoint. Two industries came out at the bottom for all five generations of consumers: health plans (last for Gen Yers and Boomers) and TV service providers (last for Gen Xers and Seniors)

1. Investigación de mercados . 2. Grupos de interés . 3. Sector servicios . I. Chu, William . II. Beckers, Angela . III. Forrester . IV. Título.