how to serve the millennial customer: from crm to it innovation
DESCRIPTION
Providing customer service to Millennials has its challenges. The generation born 1980-2000 has grown up in a connected world, renowned for their social-media savvy and exceptional multi-tasking. Their digital coolness also comes with a few labels: impatient, demanding, and seekers of instant gratification. For many companies, the Millennial Generation is a game-changing force. On the front end, should their unique attitude change how companies roll out customer service? On the back end, is IT stuck when it comes to serving this highly-wired community? What do Millennials expect and how can companies better respond?TRANSCRIPT
How to Serve the Millennial Customer:from CRM tactics to IT innovation
Webinar
Watch now – on demand!
Moderated by Customer Management IQ – IQPC | Sponsored by TELUS International
Peter (Scotch) ScocimaraGoogle Apps for Business
Guillermo ValienteTELUS International | @TELUSint
2 On Twitter: #GenYCRM
Serving Millennials
Speakers:
Guillermo Valiente Executive DirectorTELUS International
Peter (Scotch) ScocimaraDirector, Global Enterprise SupportGoogle
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Webinar overview
We’ll look at 2 angles:
Outside looking in – what Millennials expect from customer service
Inside looking out – how business can adapt to this evolving consumer behavior
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Understanding generations
Mass Media Era
BabyBoomers Gen X Gen Y
1945-1964 1965-1979 1980 - 2000
Development of mass production
TV Advertising
Cable TVInternet
Social Networks
Cellphones Smartphones
Micro Market Era
Gen Z
2001 - 2010
Gen Alpha
2010 - 2020
Nanotechnology
Millennials are growing up and becoming a powerful financial force
5 On Twitter: #GenYCRM
Why Millennials matter to business
Current Gen Y world population (ages 12-32) is just over 2.4B people
- US Census
Gen Y will be 36% of all US workers by 2014, & projected to be 46% by 2020
- UNC & Young Entrepreneurs Council
Gen Y spending is almost $200B / year –
- Center for Generational Kinetics, Bazaarvoice, Kelton Research
By 2017, Millennials will have more spending power than any other generation
- Gen BuY – Kit Yarrow & Jayne O’Donnell
= A lot of people heading towards their peak earning years, controlling & influencing a lot of spending
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Who are they?
Techno-dependent
Self-confident
Optimistic
Interdependent
Determined
Goal oriented
Success driven
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But also seen as...
Always multi-tasking
Quickly bored
Needy – always wanting feedback
Driven by convenience (lazy?)
Likes short & simple
Instant gratification
Demanding – expecting NOW!
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Their frame of reference, culture & codes
They are social 24/7, share opinions & ask for feedback
They watch what they want when they want
Everything is one click away
Influenced by reality shows
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Interactions happen fast! (no matter where we are)
Click image to watch video
10 On Twitter: #GenYCRM
What does this all mean for business?
Gen Y is shopping defined
Great news for retailers but….
How do you connect with customers who talk like this?
“Omg jk!! LOL u kno ily. Nyway watchu doen 2nite? I g2g 2 din wit da rents but bbl. U hangen out?”
Translation:
“Oh my god I’m just kidding! Laughing out loud. You know I love you. Anyway, what are you doing tonight? I have to go to dinner with my parents but I’ll be back later. Are you hanging out?”
Source: Example taken from the book, Gen BuY – Kit Yarrow & Jayne O’Donnell
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Business strategies are shifting
Companies are paying attention
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What does this mean for customer service?
Still lots of opportunity to improve
Big Question: What aspects of customer service do you emphasize to satisfy Millennials?
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Top 5 Customer Service Tactics for Gen Y
Customize / personalize It’s all about personalization They seek out only the info relevant to them Help them focus on the product features most
important to them
Millennials are convenience consumers It’s not always about impatience – it’s about access Be available – right channels, right hours, right
response times
Millennials share what they like, including their great experiences
Make it easy to spread via “word of mouse” New customers can & will generate other new
customers
1
2
3
Be accessible & fast
Make it shareable
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Top 5 Customer Service Tactics for Gen Y:
Extend the experience
Help consumers buy with their eyes 68% of consumers report using YouTube to browse
and research retail companies * Use video & images to help make the
connection between them & your brand/product
4
5 Make it visual
Millennials have fewer dollars to spend than previous generations
But are willing to spread out spending over multiple pay periods
Influence this future spending now! Cross-train customer service reps with sales
skills to offer promos & incentives to come back
* Source: Google, The ZMOT Handbook, 2012 - http://www.zeromomentoftruth.com/
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The right CRM channels
Be accessible but know that if your customer service channels don’t work, it’s never their fault
every customer contact...
... in all contact mediums
... to the right support source
...always on, always aligned.
? AGENT
SELF-HELP
Serve customers where they are, when they want, in a consistent manner
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Agent training needs to recognize Millennial traits
Visual Learners
Auditory Learners
Kinesthetic Learners
Gen YIn learning
and working situations
Does it take one to know one? Maybe not, but agent training needs a new approach. Lectures are least effective.
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Leverage your own Millennials
Make work social to capture their hearts, minds & ideas
E.g. T-Life – TELUS International internal social network built just for our hyper-connected community of
agents.E.g. Google offices – highly social, no barriers, people
working in teams
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Work is changing
The impact on your business
Click image to watch video
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How we collaborate is changing
The impact on your business
Click image to watch video
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The consumer web
The impact on your business
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The consumerization of IT
The impact on your business
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The consumerization of IT
62% of US Federal Agencies allow employees to use a personal device for work (44% of employees do so) – CDW-G’s Federal Mobility Report, 2011
50% of companies with BYOD models are requiring employees to cover all of the costs – and they are happy to do so – Good Technology Stage of BYOD Report, 2011
The impact on your business
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All business – small & large are impacted
Example: Banshee Wines
The impact on your business
Click image to watch video
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Enabled by new technology with rapid adoption in business
96% of the US population has a mobile phone, 40% now own a smartphone.
Source: Google, 2012
1 in 3 young professionals prioritize choice of devices, apps and social tools above salary.
Source: CISCO, 2011
By 2016, 50% of global 1,000 companies will have stored customer sensitive data in the public cloud.
Source: Gartner, 2012
Cloud
Mobile
Social
The impact on your business
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But is IT stuck? 30 years of business IT
Personal Productivity Physical Offices
Standard Work Day Corporate Devices
The impact on your business
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The new way...new design principles
Any-Team
Any-Time Any-Device
Any-Place
The impact on your business
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Let’s work the way we live
And meet Millennial needs along the way.
Business needs: Manage the
Consumerization of IT
Work any place, any where, any time, any device
Make better decisions – access information
Work better together – it’s more about team vs. personal productivity
Customer wants: Customize & personalize
Be accessible & fast
Make it sharable
Extend the experience
Make it visual
The impact on your business
Click image to watch video
28 On Twitter: #GenYCRM
Questions?
What channels / technologies does Google use to serve the Millennial audience?
How do we capture Gen Y attention?
How do we manage all of the potential contact channels, especially given limited budgets?
What’s the best channel to start with?
Thank you!
Learn more – visit:
TELUS Internationalhttp://telusinternational.com
Google http://www.google.com/apps/business
Request slides – Serving the Millennial Customer:[email protected]
Watch now – on demand!