gen y z customer experience 2012
DESCRIPTION
Gen y z customer experience 2012 Customer BehaviourTRANSCRIPT
Gen-Y-Z Expectations To Transform the Customer Experience
Adam Edmunds
Al Nevarez
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What is Your Role?
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CX Considerations
http://www.youtube.com/watch?v=8r1CZTLk-Gk
Lewis CK Everything’s Amazing Nobody’s Happy
Funny bit about how today’s generation doesn’t appreciate the wonderful things technology does for them.
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We Are Formed by the Events of Our Time
Source: Graphic and some content from Grail Research Consumers of Tomorrow, November 2011
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• 50 million Americans
• 30 - 40 years old
• 60% of Gen X attended college
• Gen X iconic leaders: Lance Armstrong, Tiger Woods, Jerry Yang, Jeff Bezos, Michael Dell
Gen X
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• Individualistic
• Technical
• Flexible
• Work/life balance
• Creative
• Low key
• Innovative
• Flexible
• Independent and adaptable
Gen X Traits
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Gen Y
• Used to emerging digital technologies like email/SMS
• Optimistic, tech-savvy, style conscious, brand loyal
• Changing the workplace– BYOD– Social networks– Instant messaging
• Generation Y has been described in a New York Times article as entrepreneurial and, "a 'post-emotional' generation. No anger, no edge, no ego."
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• Selective about who they listen to
• Not as interested in TV
• Need to stumble onto your message; traditional marketing less effective
• Low cost, good quality, value seekers
• Less loyal
Gen Y Traits
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Gen Z
• Avid multi-taskers
• Demand interactivity (touch screens and connectivity to many things)
• Expect things NOW
• “This isn’t connected to the Internet, huh?”
• 31% of US children, ages 6-12, wanted an iPad over any other electronic device for Christmas in 2010; followed by a computer (29%) and an iPod touch (29%)1
Source1: ‘Kids to Santa: we want an iPad for Christmas’, Neilsen, Oct 2010
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• Collectors
• Not brand loyal
• Social, collaborative
• Friends connected for life
• Self publishers
Gen Z Traits
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• Care deeply about social causes
• Immediacy
• Connected
• Curious
• Interactive
Important Traits of Both Generations
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Brand Gen X Gen Y Gen Z
Kodak/Polariod Yes No No
AOL Yes No No
McDonalds Yes Yes Yes
Apple No Yes Yes
Disney No Yes Yes
Levi’s Yes Yes ?
Jeep/VW Yes Yes ?
Nintendo Yes Yes ?
JetBlue Yes Yes ?
Remaining Relevant for Each Generation
Practical Advice
Al Nevarez
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Favorite Recent CX
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CX Considerations
1. A new model for customer experience
2. Inventions of the past 30 years
3. Best practices from leading companies
CEX Models
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Kano Model
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Tom & Sally
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Maslow’s Hierarchy of Needs
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System Logics – Customer Experience Needs
Feature Need
Activity Need
Life Need
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Important Because
1. Mostly only observe & listen for the feature needs
2. Feature lead only to incremental improvements
3. New technologies will replace features
4. Addressing Activity Needs and Life needs will lead to more valuable, profitable, long term, and strategically powerful solutions
A New CEX Model
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A New Model – a Combination of 2
BasicAttribute
PerformanceAttribute
DelightAttribute
FeatureNeed
ActivityNeed
LifeNeed
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My Nikon on This Model
BasicAttribute
PerformanceAttribute
DelightAttribute
FeatureNeed
ActivityNeed
LifeNeed
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A New Model – a Combination of 2
BasicAttribute
PerformanceAttribute
DelightAttribute
FeatureNeed
ActivityNeed
LifeNeed
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Example – Your Trip to SXSW – Coach Class
Security check Direct flight to save me time
Lounge access
On time Direct flightWifi on board so I
can work
Power outlet (or solar example)
Airline seatLight for reading
Flight schedule & price
Leg room
Live TV at seatFree upgradeFood on board
BasicAttribute
PerformanceAttribute
DelightAttribute
FeatureNeed
ActivityNeed
LifeNeed
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New model – Thinking about Gen Y & Z
Gen Y
Gen Z Gen Y
BasicAttribute
PerformanceAttribute
DelightAttribute
FeatureNeed
ActivityNeed
LifeNeed
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New Model – Multi Levels
Generation Z
Generation Y
Generation X
Segment A
Segment B
Segment C
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Independence, self relianceOptimism, Can be & do anythingLive first, work secondJob must bring joy, meaningful workCare for the earthSpeed & fast service & on my scheduleNeed an “experience”Be stylish
Gen Y: Born 1982 to 2002
1975 1980 1985 1990 1995
37 32 27 22 17
1975 Digital camera1977 Personal computer1978 Space Invaders1979 Zagat
1990 WWW, hypert1991 AOL for DOS1993 Pentium1994 Netscape1994 Yahoo1994 EBay1994 Amazon1994 Blog
1995 DVD1996 Hotmail1996 Palm PDA1996 API – Sabre1996 Telecom Act1997 Prius in Japan1999 iMode in Japan1999 Tivo1999 WebEx1999 Napster
1980 IBM PC/DOS1980 CNN1981 Space Shuttle1981 Osborne portable comp.1981 Tunneling microscope1982 PC clones1984 CD-ROM
1985 MS Windows1986 Smoking ban1987 Disp contact lens1987 SMS1988 D. cell phone1988 Starbucks1989 HDTV
YearAgeToday Y
Life
Nee
ds Mass media hype not impactfulSelective about who they listen toNot as interested in TV.Don’t care that Mike Jordan likes NikeTraditional marketing ineffectiveLow cost, good quality, value seekersBrand loyalSense of entitlement
Tra
its
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Independence, self relianceOptimism, Can be & do anythingLive first, work secondJob must bring joy, meaningful workCare for the earthSpeed & fast service & on my scheduleNeed an “experience”Be stylish
Gen Y: Born 1982 to 2002
1975 1980 1985 1990 1995
37 32 27 22 17
1975 Digital camera1977 Personal computer1978 Space Invaders1979 Zagat
1990 WWW, hypert1991 AOL for DOS1993 Pentium1994 Netscape1994 Yahoo1994 EBay1994 Amazon1994 Blog
1995 DVD1996 Hotmail1996 Palm PDA1996 API – Sabre1996 Telecom Act1997 Prius in Japan1999 iMode in Japan1999 Tivo1999 WebEx1999 Napster
1980 IBM PC/DOS1980 CNN1981 Space Shuttle1981 Osborne portable comp.1981 Tunneling microscope1982 PC clones1984 CD-ROM
1985 MS Windows1986 Smoking ban1987 Disp contact lens1987 SMS1988 D. cell phone1988 Starbucks1989 HDTV
YearAgeToday Y
Life
Nee
ds
Mass media hype not impactfulSelective about who they listen toNot as interested in TV.Don’t care that Mike Jordan likes NikeTraditional marketing ineffectiveLow cost, good quality, value seekersBrand loyalSense of entitlement
Tra
its
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Comfortable with technologyLow attention spanMulti-taskersCuratorsNot brand loyalSocial, collaborativeFriends connected for lifeSelf publishers
Gen Z: Born 1995 to 2012
1995 2000 2005 2010
17 12 7 2
1995 DVD1996 Hotmail1996 Palm PDA1996 API – Sabre1996 Telecom Act1997 Prius launched Japan1998 Viagra1999 iMode in Japan1999 Tivo1999 WebEx1999 Napster
2005 YouTube2006 Wii2006 Twitter2007 iPhone2008 Airbnb2009 Quora2009 Pres. Obama
2010 Foreclosures2011 Egyptian Rev.2011 Space Shuttle ends2011 Siri2011 Pizza is a veg.2012 SOPA battle
2000 PayPal2001 Wikipedia2001 9/112001 iPod2003 Skype2004 Flickr2004 Google Maps2004 Facebook2004 Yelp
YearAgeToday Z
Life
Nee
ds
Tra
itsPeer acceptance is importantFlexibilityBeing always connectedInstant gratificationUsing imagination, making an impact
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Comfortable with technologyLow attention spanMulti-taskersCuratorsNot brand loyalSocial, collaborativeFriends connected for lifeSelf publishers
Gen Z: Born 1995 to 2012
1995 2000 2005 2010
17 12 7 2
1995 DVD1996 Hotmail1996 Palm PDA1996 API – Sabre1996 Telecom Act1997 Prius launched Japan1998 Viagra1999 iMode in Japan1999 Tivo1999 WebEx1999 Napster
2005 YouTube2006 Wii2006 Twitter2007 iPhone2008 Airbnb2009 Quora2009 Pres. Obama
2010 Foreclosures2011 Egyptian Rev.2011 Space Shuttle ends2011 Siri2011 Pizza is a veg.2012 SOPA battle
2000 PayPal2001 Wikipedia2001 9/112001 iPod2003 Skype2004 Flickr2004 Google Maps2004 Facebook2004 Yelp
YearAgeToday Z
Life
Nee
ds
Tra
itsPeer acceptance is importantFlexibilityBeing always connectedInstant gratificationUsing imagination, making an impact
Best Practices
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What Great Companies Do
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Listen to Social Media - User Count 2011
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Research with Twitter – Free Feedback
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Social Media Monitoring
1. Listen
2. Discover
3. Engage
Free feedback
Have the decision makers start using Twitter themselves
But think about actionability
There’s a gap with what social media can do alone
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Listen Near the Transaction
1. Post Purchase transaction (brick & mortar or ecommerce)
2. Post Flight
3. Post check out of the hotel
4. Call center call / post service
5. During regular use
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Listen with Surveys
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Combine Twitter & Surveys
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Reach Out, Make it Real
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Facebook – Inline Surveys
Insert surveys, polls directly into
social media
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Surveys + Segment + Operational + $
A modern web based survey is much more than the questions you directly ask your customers. Augment the invitation with data which will add value to the analysis.
Survey dataSegment data
Operational dataFinancial data
A Survey
Record
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• Correlation of any independent field to preset dependant fields.
Simple Metrics: e.g. Net Promoter Score
How likely are you to recommend this product to a friend ?
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Sesame-Street Simple Listening Tools
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Helpful Visualizations
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Text Analytics
Natural language analytics power
Multiple concepts per verbatim
Beyond just sentiment analysis
Why: Gen Y & Z provide more unsoliciated feedback through text content
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Data + Analytics + Technology = $$$
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Unlock Deep Value Through Patterns
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Distribute the Results
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Design Thinking
Empathize
Define
Test
Brainstorm
Prototype
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Observe in Their Environment
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Observe Customers in Action
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Focus Groups
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Buy Your Customer a Gift
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Scale
Considerations:
1. Volume2. Setup ease3. Distributing the insights4. Adoption in the organization
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Scaling
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Scaling Social Customer Service
Customer-Managed
Company-Managed
Manual Automated
Most SMmonitoring tools
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Scale to Listen at all the Moments of Truth
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Full Customer Experience
BasicAttribute
PerformanceAttribute
DelightAttribute
FeatureNeed
ActivityNeed
LifeNeed
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Full Customer Experience
BasicAttribute
PerformanceAttribute
DelightAttribute
FeatureNeed
ActivityNeed
LifeNeed
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Full Customer Experience
BasicAttribute
PerformanceAttribute
DelightAttribute
FeatureNeed
ActivityNeed
LifeNeed
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Full Customer Experience
BasicAttribute
PerformanceAttribute
DelightAttribute
FeatureNeed
ActivityNeed
LifeNeed
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One Last Example
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Learn More About Customer Experience
Keynote: Tony Hsieh, Zappos CEO
www.vocfusion.com
@allegiancetweetfor copy of sxsw slides
