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A Custom Technology Adoption Profile Commissioned By American Express | May 2017
Raising The Bar
How Gen Z Expectations Are Reshaping Brand Experiences
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A Custom Technology Adoption Profile Commissioned By American Express | May 2017
Raising The Bar
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
North America
Age
GenderFORRESTER
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A Custom Technology Adoption Profile Commissioned By American Express | May 2017
Raising The Bar
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Gen Z Values Trust, Security, And Digital
Features
Gen Z already has many of the same concerns that Gen Y does —
even though they have much less experience dealing with brands —
and in many cases their expectations are even higher. When we
asked respondents what would be most likely to make them stop
using a product, service, or brand, the top reasons across the board
were unexpected fees/charges, security breaches, and negative
news coverage.FORRESTER
OVERVIEWSITUATIONAPPROACHOPPORTUNITYCONCLUSIONSA Custom Technology Adoption Profile Commissioned By American Express | May 2017
Raising The Bar
Gen Z Actively Manages Their Finances
Gen Zers —currently 16-to 22-years-old —are just entering the
workforce and are mostly still in school. It would stand to reason
that they aren’t yet well-versed in financial matters, but our study
found that they are already financially empowered consumers
worthy of attention from financial institutions. Eighty-one percent
make purchases on their own, and 77% keep careful track of their
own finances. And, the majority of Gen Zers already have some
sort of experience with using a financial instrument such as a
credit card (27%) or checking/savings account (72%).As they
continue their advancement in the workforce, Gen Z will quickly
become a focal point for brands.Despite limited purchasing
power, 73% of Gen Zers
have bought products or
services online in the past
three months.1
1Source: “The State Of Consumers And Technology: Benchmark 2016, US”, August 24, 2016, Forrester Research, Inc.。。。以上简介无排版格式，详细内容请下载查看