Gartner Research

Five Things to Know About the Next Generation of Customers

Published: 16 August 2017

ID: G00328878

Analyst(s): Jenny Sussin


Interest in understanding the next generation of customers is growing. With big investments being made in customer experience strategies and technologies, application leaders must know five key differences in how younger Millennials and Generation Z customers operate, as compared to their forebears.

Table Of Contents


  • They Don't Trust You, Yet
  • They Want a Reciprocal Relationship
  • They Want to Be Trusted to Self-Serve
  • You're Not Selling Them Products, You're Selling Them Experiences
  • They Influence the Rest of Your Customers

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