Creating an amazing customer experience across the generations

An excellent CX means different things across different generations.

Each year, we conduct in-depth research into consumer preferences – to help our clients make the best possible choices when enhancing customer experience and extending the contact centre services they offer.

Digital interaction is a good way to increase productivity in your contact centre operations and reduce your costs, but how do your neighbours feel? Diving deeper into the data we collect, here are some sound recommendations for wowing your customers – whether they are 17 or 71!

Generation Y & Z

Gen Y and Gen Z (AKA Millennials, as they are maturing in the 21st century) represent 42% of your current (or potential) market share. With a birth date from 1977, they were ‘born digital’ – which makes them heavily reliant on online resources for making purchasing decisions – from price comparisons to product reviews. They also expect to purchase goods and services (and receive on boarding and subsequent support) online too.

How to wow them:

  1. Personalise their customer experience and interactions via digital channels
  2. This involves much more than just using their first name in an email or app!
  3. Predict/pre-empt their needs, delivering solutions that they can self-solve via self-service

Remember that Gen X and Y may also be influencing the spending decisions of their Gen X parents…

Generation X

Representing 12% of the total market, Gen X (1965-76) was the first to grow up in the eCommerce era. They most value efficient customer experiences and saving time. Gen X parents are often influenced by their Gen Y and Z children.

How to wow them:

  1. Wow this generation by ensuring any transactions they undertake with you are efficient – they’re busy people and every second counts.
  2. When they feel it’s taken more effort than it should, they’ll want to let you know – so provide opportunities for them to provide feedback
  3. Unlike Gen X and Z, they’re less concerned about personalised transactions and more focused on resolving their issues – first time, every time
  4. This means streamlining your processes and eliminating online cul-de-sacs that trap and frustrate them.

Baby Boomers

Baby boomers (1946-64) represent 29% of the population and many are web users – although technology is not a top priority for them.

How to wow them:

  1. They value reliability, so do what you say you’re going to do
  2. If you make it easy for them to transact, it will encourage them to interact with you digitally
  3. They’re seeking product value and quality, so set realistic expectations when marketing or upselling to them

Traditionalists

The oldest generation (those born before 1946) still represents 17% of the population. Sensible spenders, they rely on brands they trust and have a ‘waste not, want not’ attitude in their transactions with their suppliers. They are also the least likely group to want to transact digitally and need the ‘lines kept open’ for personal, traditional service.

How to wow them:

  1. Ensure they receive consistent service and feel respected
  2. thank them for being your customer and be patient with them
  3. Make experiences consistent and easier across digital channels to bring them into the engaging with you online

All generations within your market represent unique challenges – so there’s no easy solution to meeting all of their needs, all at the same time! Remember that your oldest customers may be less likely to want to interact with you online but some will and are in fact already doing so. Take advantage of new technologies that will eventually win them over!

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About The Author

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