Customer experience differs based on the products and services offered. Each sector’s approach and strategy to customer experience differs. Another important issue that businesses should pay attention to when determining their customer experience strategies is the generation addressed.
5 generations 5 different customers
Today, it is accepted that there are 5 different generations. The Silent Generation, born between 1927 and 1945 in the midst of two world wars; the Baby Boomer Generation, born between 1945 and 1964, representing the huge increase in the birth rate in the world; Generation X, born between 1965 and 1979, representing individualism; Generation Y, born between 1980 and 1999, representing the largest consumer group today; and Generation Z, born in 2000 and after, also called digital by birth.
Just as each generation has a different perspective on life, their understanding of customer experience can be very different from each other. First of all, the question you need to find the answer to: Which generation does your business address or want to address?
If you address more than one generation, you can diversify your products and services according to generations. If there is a generation you focus on, you can shape your customer experience according to that generation.
To understand what kind of customer experience Generations X, Y and Z expect, we should first look at the prominent characteristics of these generations.
Loyal Generation X
Generation X is the first generation to pay attention to the balance between work and private life and to put the concept of being an individual at the center of their lives. Witnessing the technological revolution, this generation has managed to adapt to the transition from analog to digital technologies. Technologies such as computers and televisions are among the indispensables of this generation.
Today, this group between the ages of 40-55 is frequently seen in executive positions in business life. Among the important names of this generation, Jeff Bezoz, Tiger Woods, Jerry Yang and Michael Dell stand out.
The concept of customer loyalty has developed in this generation that pays attention to product and service quality. Generation X, which aims to get the best products and services, always puts quality first.
Generation X, which is successful in adapting to technology, also tries to use communication tools effectively. The favourite media tool of Generation X is television. It is also possible to reach this generation via SMS, e-mail and telephone.
Optimistic Generation Y
Gen Y representatives today represent the largest consumer group between the ages of 20-40. Millennials use technology effectively, follow technological trends and want to experience them. Generation Y has an optimistic perspective and has developed brand loyalty. Generation Y stands out as the generation that uses social networks most actively. It is possible to see Generation Y on all social networks. Facebook founder Mark Zuckerberg and pop star Justin Bieber are among the famous names of Generation Y.
You should use striking messages to attract the attention of Generation Y. You should definitely give your brand’s message to this generation where brand awareness is at a high level. Those in this generation with brand loyalty can quickly change their brands when a negative perception occurs. Representatives of this generation, who are sensitive to environmental issues, tend to prefer environmentally friendly brands.
Generation Y, who attach importance to price / quality balance, like to research in order to get the best at the most affordable price. Economic flight tickets, end-of-season discounts, early booking opportunities are on the radar of this generation.
The customer experience offered to Generation Y should be presented with a strong brand message.
Born Digital Generation Z
Generation Z, born in 2000, can be a bit difficult to understand. Born into a digital world, this generation is not yet in business life.
Although their habits as consumers are not completely clear, Generation Z looks for everything on the internet. For Generation Z, something that is not on the internet does not exist in the world.
It is important to be able to communicate quickly with Generation Z, who want everything to happen immediately. Technologies such as instant messaging and chatbots can make it easier to communicate with this generation. Telephone, SMS, e-mail are among the outdated communication tools that this generation does not prefer. Television and radio broadcasts are also out of their interests for this generation, who watch movies and TV series and listen to music on their phones and computers.
It is important to offer a customer experience outside of traditional methods to Generation Z, which has no brand loyalty, has a developed social aspect, is prone to cooperation and is friendly.
Each generation has a different medium
Look at the customer experience your business offers from a generational perspective and see which generations you appeal to. Today, there are many brands and businesses that can appeal to generations X, Y and Z at the same time.
You can reach different generations more easily by using different channels to measure the customer experience you offer. You can reach Generation Z and Y, who are accustomed to touch screens and prefer typing instead of talking, through kiosk screens or mobile applications, and Generation X, who carefully evaluate all the messages they receive and like to talk, via phone, e-mail, sms.
Wiseback allows you to manage customer experience for each generation thanks to its omni-channel structure.
