Generation X is a generation that brings challenges into our organizations. Born between 1965 and 1980, this generation encompasses individuals who are between 29 and 44 years of age.They are a generation that operates by a wide set of core values. When you think of this group and how to structure your customer service efforts around them, think of the following: diversity, global thinking, balance, fun, self-reliance, pragmatism, and technoliteracy.
From a customer service perspective, you can appeal to this group in a variety of ways. Think in terms of the following to attract and retain their interest in patronizing you:
- Technical Excellence – Have all of your electronic marketing, communication, order taking, and processing systems up-to-date, functioning, and coordinated. Nothing frustrates this generation more than broken web links, outdated information, or a company’s failure to have even the simplest of electronic tools such as a website.
- Diversity – Be sure to spotlight the various populations you serve through your business. Use your marketing materials, the causes you support, and the individuals you employ to demonstrate the populations you are involved with. If you work with them, don’t forget to include the populations that sometimes get overlooked like the mentally and physically challenged.
- Informality – Go ahead and use their first names when addressing this generation. Unlike the World War II generation (Traditionalists), this group will not be offended by informal means of address. As a matter of fact, if you address them by Mr. or Mrs., they might think you are referring to their parents!
- Self-reliance – Generation X loves to be able to “do it themselves”. Purchasing on-line, using self-check out lines at the grocery store, and being able to renew their library books on-line are just a few of the conveniences businesses have put into place to demonstrate customer service to this generation.
Knowing what core values drive the actions of your customers and the things that motivate them to buy should be an important factor in your marketing plan and customer retention strategy. Analyze your customer base and be clear with your marketing messages. The implications are far-reaching and could result in better customer retention rates for your organization.
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