forrester：z世代（95后）洞察（英文）-10页.pdf

A Custom Technology Adoption Profile Commissioned By American Express | May 2017 Raising The Bar How Gen Z Expectations Are Reshaping Brand Experiences GET STARTED FORRESTER.COM A Custom Technology Adoption Profile Commissioned By American Express | May 2017 Raising The Bar OVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS Overview Gen Y created the demand and benchmark for seamless, personalized customer service experiences leveraging technology, from receiving real-time card benefit notifications via a social media bot, to automatically earning extra rewards for car share rides. With Gen Z quickly entering the spotlight, companies will need to raise the bar to ensure positive brand perception and loyalty from this up-and- coming generation of true digital natives. Having grown up with instant access to information across a myriad of devices, Gen Z expects brands to deliver tech-savvy customer service experiences that are instantaneous, highly personalized, secure, and entertaining. In March 2017, American Express commissioned Forrester Consulting to conduct a study evaluating the evolving needs and desires of Gen Z consumers. Through a survey of 1,027 North American Gen Y and Gen Z consumers, we found that more than any generation before them, Gen Zers have unique expectations of brands with regard to payments, customer service, and engagement through emerging channels. Brands will need to meet these expectations in order to serve the customers of tomorrow. Geography Age Gender North America › Gen Z (ages 16 to 22) › 50% Male › Gen Y (ages 23 to 37) › 50% Female FORRESTER.COM 1 A Custom Technology Adoptio