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1、With Insights from CX Experts Around the GlobeManaging the CX Demands ofManaging the CX Demands of 5 Generations|2TABLE OF CONTENTSConclusionThe Role of CCMThe Customer JourneyDigital or Physical:Dont Make Them ChooseOne size doesnt fit all5 Generations and Their CX Expectations Silent Generation (T
2、raditionalists)Baby Boomers Generation X Millennials Generation ZIntroductionINTRODUCTIONBaby Boomers,once the largest generational cohort,were followed by Generation X,the smallest age demographic.Gen X was followed by the Millennials,who outnumbered Baby Boomers,and now Generation Z is hot on thei
3、r tails as the youngest,and largest,generation to date.Born into a world brimming with technology,smartphones,social media,Gen Zers didnt have to adapt to technology;it was always there.They are likely to be our first fully-digitized generation.However,unless your business is aimed at a specific age
4、(e.g.,pre-school parents or over-55 housing),focusing on one generation to the exclusion of others is not always a good strategy.Pew Research Center(a nonpartisan fact tank)published the chart featured on page 4 as part of Defining generations:Where Millennials end and Generation Z begins.1 Bookende
5、d by the Silent generation,sometimes referred to as Traditionalists,and Gen Z,the continuum of ages in the chart comprises your customer base.Because of differences in comfort with technology,a one-size-fits-all approach to Customer Experience(CX)would leave many of them dissatisfied.A hybrid physic
6、al/digital strategy,though,that allows each generation to find their comfort level,will ensure all customers are satisfied.1.Pew Research Center.“Defining Generations:Where Millennials end and Generation Z Begins,”Jan 2019.Managing the CX Demands of 5 Generations|3Managing the CX Demands of 5 Genera
7、tions|41920SilentAges 74-91BoomersGeneration XAges 55-73Ages 39-54MillennialsAges 23-38Generation ZAges 7-22*Generation Age in 2098020002020Born 1928-45Born 1946-64Born 1965-80Born 1981-96Born 1997-2012*No chronological endpoint has been set for this group.for this analysis,Generation Z i
8、s definied as those ages 7 to 22 in 2019.“Choose,provide choice,or be chosen(or not!).In the world of business,change is inevitable.An organizations ability to adapt to the changing environment AND the needs and expectations of customers is the difference between survival or obliteration.To survive,
9、validate you DO understand what your customers want(and choose the customer types you are able to serve),decide if you are able to meet their expectations and give them a choice to interact in ways that suit them.”IAN GOLDINGGlobal Customer Experience Specialist,Customer Experience Consultancy Ltd.i
10、jgolding iangolding/Forrester Research studied the best way to satisfy customers and published their findings in a report called,Customers Prefer Hybrid Digital/Physical Experiences.They concluded that consumers prefer a hybrid approach to CX over one that is purely digital or physical.One reason fo
11、r this is that during the customer journey,interactions take many different forms.Forrester opined that companies may find that expensive physical experiences are most worth the cost near the conclusion of customer journeys since according to the peak-end rule,customers judge an experience based on
12、how they felt at its best moment and its end.Managing the CX Demands of 5 Generations|6DIGITAL OR PHYSICAL:DONT MAKE THEM CHOOSEManaging the CX Demands of 5 Generations|72.Deloitte.“Accelerating digital transformation in banking,”Oct 2018.Deloitte also explored a hybrid approach in their post,Accele
13、rating digital transformation in banking.They surveyed 17,000 respondents defined as Traditionalists(28%),Online Embracers(43%),and Digital Adventurers(28%).Not surprisingly,Millennials comprised the highest share of adventurers compared to the other segments.Across this spectrum,Deloitte learned th
14、at Many consumers still prefer traditional channels over digital channels for complex or advisory services however.Of the respondents who filed a complaint with their bank,42 percent used contact centers,26 percent used branches,and only 30 percent used digital channels(online or mobile).The trend i
15、s also true for applying for new products,especially loans that require multiple verification and documentation steps.2“Unless we are prepared to offer a truly bespoke,one-to-one experience then we have to group our customers.How we profile them and how we then design their experiences will vary fro
16、m business to business.However,like segmenting by social class or postcodes,not every person in each generation will have the same needs,hopes,concerns,and expectations.85%of them may be aligned,regardless of segment,so Id focus on understanding those common elements first.When thats happening consi
17、stently,you can focus on each specific groups 15%-its where you will find genuine loyalty,advocacy,and differentiation.”JERRY ANGRAVEManaging Director-Empathyce jerryangrave“CX success rests on a business being able to blend silicone and soul,to harness the speed,power,and efficiency of data&AI and
18、then deliver experiences with a human touch,making a customer feel something.CX is all about connections.Those that manage to blend digital and human experiences seamlessly will win.”KEN HUGHESCX Strategist&Consumer Behaviouralist KenHughesIEwww.kenhughes.infoManaging the CX Demands of 5 Generations
19、|10The political landscape,economics,and social movements of a place in time bind generational cohorts together.The name,the Silent Generation,is attributed(in part)to the fact that they grew up during the McCarthy era,a period when it could be dangerous to air unpopular opinions.Millennials came of
20、 age during a recession,which made entering the workforce more difficult than it was for Boomers.Regardless of the generation in which they were born,all customers want the same thing a great customer experience.The shared experiences which are unique to each generation shape their expectations for
21、what makes a successful customer experience.What follows are thumbnail sketches of each generation to remind you how their customer journeys may be shaped.5 GENERATIONS AND THEIR CX EXPECTATIONSManaging the CX Demands of 5 Generations|113.Deloitte.“Accelerating digital transformation in banking,”Oct
22、 2018.The Silent Generation are retired and very loyal.Today,this generation expects communications to be respectful and even formal.They prefer a phone call or even better,face-to-face interaction,over electronic communications.Deloitte found that Nearly one-quarter of traditionalists have never us
23、ed online banking to access their primary bank.Their reluctance to use mobile apps is even higher44 percent haveneverused mobile apps to access their primary bank.”They value individualized attention,high-touch CX,and personalized phone experiences.35 GENERATIONS AND THEIR CX EXPECTATIONSSILENT GENE
24、RATION(TRADITIONALISTS)Managing the CX Demands of 5 Generations|12Baby Boomers want an available,solution-oriented,polite,and authentic customer experience.They will hit zero ten times on the phone to speak to a human being who will resolve their issue in one call.They still appreciate face-to-face
25、meetings and telephone conversations,and although they do text,their digital channel of choice is email.4According to Facebook research,Baby Boomers often begin their retail customer journeys in-store but are increasingly shopping online(over 30%),and on mobile devices(just under 20%).Boomers are al
26、so less likely to use apps.They didnt grow up snapping and tweeting,but they still desire a seamless customer experience.4.Twillo.“How Your Customers Connect:Communication Preferences by Generation”5 GENERATIONS AND THEIR CX EXPECTATIONSBABY BOOMERS“All people,regardless of age,have basic human need
27、s and wants.Follow Maslow.People want protection,se-curity,order,law,stability,freedom.They want friend-ship,intimacy,trust,and acceptance.They want dignity and respect.They want to achieve their potential,seek personal growth,and peak experiences.So,it reasons that you meet the common needs of the
28、generations by reviewing your product and service of-ferings and making sure the user experience matches those basic human needs.But generations do not exist in siloes.Foster intergenerational behavior and commonali-ties,and you indeed can hit five birds with one stone.”ANTHONY CIRILLOPresident Fast
29、 Forward Consulting LLC anthonycirillo anthonycirillo/Managing the CX Demands of 5 Generations|14Generation X is in the prime of their income-generating years,and theyre heavily influenced by their Gen Z kids.They are older,but not yet in their Golden Years,and they still value a streamlined process
30、,with a wide range of communication channels.Statistically,Gen X has the highest rate of brand loyaltyas long as their experiences are positive.They are part of the 86%who will switch to a competitor because of a poor customer experience.Slightly more than 80%of Gen X consumers own smartphones.5 Gen
31、 Xers who do use mobile payments like the opportunity to earn rewards,and appreciate the convenience of being able to pay quickly and receive an electronic receipt.6When it comes to social media,Gen X uses Facebook and YouTube regularly;however,they tend to keep social media for personal use only an
32、d dont often use it to communicate with businesses.75.B.Know Your Customers:How Different Generations Prefer to Pay,2018 6.B.Know Your Customers:How Different Generations Prefer to Pay,2018 7.Twillo.“How Your Customers Connect:Communication Preferences by Generation”5 GENERATIONS AND THEIR CX EXPECT
33、ATIONSGENERATION XGENERATION XCommunication PreferencesMobileFace-to-FaceEmailMore than 80%own smartphones86%Will switch to a competitor because of a poor customer experienceHeavily influenced by GEN Z kidsManaging the CX Demands of 5 Generations|15From a global perspective,Millennials are,for now,t
34、he economic powerhouse.They will soon be the largest adult population,and they not only hold the purse strings,but they are moving into leadership roles in their careers.Millennials expect a fast,tech-savvy solution tailored to their preferences.Ninety percent of Millennials own smartphones,and 50 p
35、ercent have used their mobile device to make a purchase.8 Millennials are also more likely than Gen X or Baby Boomers to use mobile wallets,and branded mobile payment apps(like those offered by Starbucks and Dunkin Donuts)that reward them for loyalty.98.B.Know Your Customers:How Different Generation
36、s Prefer to Pay,2018 9.B.Know Your Customers:How Different Generations Prefer to Pay,20185 GENERATIONS AND THEIR CX EXPECTATIONSMILLENNIALSMILLENNIALSVALUESSpeedEfficiencyConveniencePersonalized CXOWNSMARTPHONESWill take action after one band online customer experience,such as Telling Friends Ceasin
37、g Business With The Company Posting Negative ReviewsA recent Bankrate survey revealed that Millennials tend to be wary of credit because of their firsthand experiences with the financial aftermath created by the Great Recession.As a result,their mobile or digital purchases are likely to be linked di
38、rectly to a bank account or debit card,rather than a credit card.Nine in 10 people ages 18 to 34 said they will take action after having a bad online customer experience,such as telling friends,stopping purchasing from the company,and posting reviews on a review site or social media.1010.F.Why Mille
39、nnials Have Higher Expectations for Customer Experience Than Older Generations,2019Managing the CX Demands of 5 Generations|16“Consumers need a combination of transactional per-fection and emotional intelligence.For all generations,transactions need to be fast,easy,and fun.At the same time,consumers
40、 are looking for companies that help them to fulfill their dreams and purposes.So,the emotional intelligence makes sure that compa-nies become a partner in the life of consumers.These consumer benefits are valued across generations.At a certain point,you need the guts to describe the perfect custome
41、r experience(without thinking of the budget and operational limitations)and reverse engineer that back to today.”STEVEN VAN BELLEGHEMSpeaker,Author,Entrepreneur NEXXWORKS stevenvbe stevenvanbelleghem Managing the CX Demands of 5 Generations|18Generation Z,the largest cohort,is still young,between th
42、e ages of four and 24,but they have an incredible influence on their parents spending habits.For them,technology is a way of life.Their cellphones wake them up;they turn their third-grade homework in via a tablet.Theyve been interconnected with their peers and their world for as long as they can rem
43、ember.Gen Z is growing up in an on-demand economy,defined as“the economic activity created by technology companies that fulfill consumer demand via the immediate provision of goods and services.”This has cultivated a demanding customer who expects little or no wait time,and even more than Millennial
44、s,Gen Z expects(and will expect)an efficient,simple and fast customer experiencebecause they dont know anything else.5 GENERATIONS AND THEIR CX EXPECTATIONSGENERATION ZGENERATION ZVALUESSpeedSimplicitySelf-servicePersonalized CX True digital-natives Incredible influence on parents spending habits Se
45、lf-sufficient Prefer online shopping to brick and mortarManaging the CX Demands of 5 Generations|19As the most self-educated generation in history,Gen Z consumers are incredibly self-sufficient.They value seamless experiences that arent broken up by requiring assistance or having to deal with frontl
46、ine staff.Instead,they prefer to handle things themselves.Providing readily accessible information to Gen Z consumers means theyre less likely to get frustrated and decide not to do business with a brand.11Gen Z consumers favor personalization with a view to individualization.These one-to-one“micro-
47、experiences”are the basis for building brand loyalty and an emotional connection with customers,especially the true digital natives who make up Gen Z.12According to Fast Company,Gen Z is also highly comfortable using technology for financial transactions including the use of mobile payment apps,and
48、those that allow them to transfer funds instantly on their mobile device.This demographic also makes up thelargest user group of mobile payments users,followed closely by Millennials,according to The Pew Charitable Trust findings.13While Gen Z prefers to shop online,this group gives priority to reta
49、ilers that offer brick-and-mortar stores as well as an e-commerce option,compared to brands with an online presence only.1411.Aspect.2017 Aspect Consumer Experience Index,Jan 2018.12.IBM.“What do Gen Z Shoppers Want?”April 2018.13.“Who Uses Mobile Payments?”May 2016.14.B.Know Your Customers:How Diff
50、erent Generations Prefer to Pay,2018.“The key characteristic of the beginning of the Customer Experience is cross-generational.It starts with strong authorities;voices of the peer community as brand ambassadors leading buyers to the brand.The contractual experience needs to be friendly and efficient
51、 with stress-free on-boarding and support.A great experience leads to Customer Engagement,Success,and Advocacy with customers eager to help power the cross-functional components of the Company.”HOWARD TARNOFFFounder,Managing Director Customer Success LLC Htarnoff howardtarnoff“Companies must think b
52、eyond generations and channels.They need to define their CX vision,and they need to select the audience they want to reach.But companies typically forget that they need to touch their customers emotionally.That creates loyalty.And that is much harder than just think-ing segments and channels.That de
53、mands build-ing your own path to customers hearts.”KARI KORKIAKOSKIFounder,Author&ConsultantFUTURELAB FINLAND karikorkiakoski karikorkiakoski/Managing the CX Demands of 5 Generations|22Its critical to remember that the Customer Journey starts the first time a consumer clicks on a link,fills in a for
54、m,or calls to request information.They search the web,read reviews,and ask for quotes.They use their tablet,smartphone,and laptop,and they talk to friends and acquaintances about their experiences.Older generations are not the only ones who want to speak to a live person,and younger ones are not the
55、 only ones using smartphones.THE CUSTOMER JOURNEYManaging the CX Demands of 5 Generations|23When discussing the customer journey and its impact on CX,Annette Franz,founder,and CEO,CX Journey,said,“For CX,we want to map journeys that occur within each lifecycle stage.We need to map at a more detailed
56、 level to identify whats going right and whats going wrong with the experience.If you stay at too high a level,youll never know what the customer truly experiences.”A hybrid approach to support the customer experience will allow each generation to find their comfort level,and ensure that all custome
57、rs are satisfied.“The best way to know how to adapt your customer experience strategy is to understand who your customers are and what their needs,expectations,pain points,and problems to solve are.The answers to those questions are not always neatly drawn or differentiated by generational lines.Lis
58、ten to customers,develop personas based on those answers,and walk in their shoes to truly understand them and the experience they expect to have.Dont design an experience based on generations;design experiences that will solve problems and help customers do the jobs they need to do,regardless of age
59、.”ANNETTE FRANZFounder&CEO CX Journey Inc.annettefranz annette-franz/“Build an emotional journey rather than a standard customer journey.This moves the work outside in and grounds you in under-standing both the emotions and goals of cus-tomers and then puts the responsibility on the company to build
60、 what they do to meet them.Emotions are such an indicator of the differences and similarities of people,and knowing them will give you a lens to under-stand and build for them.”JEANNE BLISSPresident CUSTOMERBLISS jeannebliss jeannebliss/Managing the CX Demands of 5 Generations|26While trends provide
61、 marketers with a valuable,amalgamated view into the changing needs of demographic groups over time,insights gleaned from“generational marketing”research are precisely that trends.While this research provides feedback on the preferences of overall groups,it is crucial to study outliers that exist to
62、 the data,and how representative those outliers are in your customer base and prospect lists.For example,data may show that Baby Boomers prefer to receive physical communications and digital communications.However,this will not be true of ALL customers in this segment.Conversely,you will no doubt fi
63、nd Millennial and Gen Z consumers that prefer to receive physical communications rather than communicate via mobile or digital channels.If these outliers represent a significant portion of your customer base,generational marketing may be misleading to your overall strategy.ONE SIZE DOESNT FIT ALLPro
64、viding an industry-leading customer experience requires marketers to focus on the individual and provide a truly personalized experience,regardless of the channel being used to communicate.While generational research gives an indication of what groups might desire from organizations when it comes to
65、 customer experience,and therefore help inform your overall approach,building systems of interaction based on this data will not provide the granularity required to craft deep connections with your customers.Therefore,it is vital to put into place a flexible communication platform that leverages the
66、 data and content your organization has gathered to provide a truly individualized experience for every customer and prospect.Managing the CX Demands of 5 Generations|27“I think to segment people by arbitrary circumstances like the year range in which they happened to be born is a very Industrial Ag
67、e way of looking at 21st-century business.The most important thing about a person isnt their Year of manufacture we need to be digging deeper to find the similarities across the generations and embracing them instead of trying to find the differences.”JAMES DODKINSCustomer Experience Rockstar ROCKST
68、AR CX JDODKINS jamesdodkins Managing the CX Demands of 5 Generations|29Modern customer communications management(CCM)technology helps companies create an agile,effective,and unified customer communications infrastructure to improve the customer experience.CCM puts you in control of every communicati
69、on you send to your customers,regardless of the channel.It connects your business owners,designers,developers,and compliance personnel,and enables collaboration across all channels.With a modern CCM platform,you leverage existing data and templates to create personalized omnichannel communications s
70、o you can accommodate the range of customers needs with a single tool and ensure excellent CX for all.By unifying your customer communications infrastructure,every communication project becomes accountable to your enterprise CX strategy at the highest level.THE ROLE OF CCM“Dont make assumptions.Ever
71、y generation is likely to be different.Dont only rely on data.Customers are much more than their data.Go and talk to your customers,talk to different generations in different areas that have had different experiences,hang out with them,really get to know them.Only then will you be equipped with the
72、insight and understanding you need to build a multi-generational experience that works.”ADRIAN SWINSCOEBest-selling author,Forbes contributor,independent advisor and aspirant at CX Punk adrianswinscoe adrianswinscoe CONCLUSIONManaging the CX Demands of 5 Generations|31Each generation has its definin
73、g characteristics,but they also impact the expectations of others;Gen Xs children are Generation Zs,and Baby Boomers children are Millennials.While Millennials were the first to demand a seamless,omnichannel experience,their Baby Boomer parents also now expect it.A modern CCM Platform facilitates a
74、hybrid approach to customer experience by enabling you to:Get the right messages to your customers,faster,on the channel of their choice Deliver interactive and device-friendly statements and reports Position,upsell,and cross-sell promotions tailored to the unique needs of your clients Create digita
75、l onboarding processes that include data pre-populated from your core systems Provide choice for communications channels Managing the CX Demands of 5 Generations|32And create customer communications that are:Personalized Ready for delivery via any channel Guided by customer journey mapping Compliant
76、 with regulations Managed by your business users Governed by approval processesEven as your company embraces modernization and undergoes a digital transformation to attract the younger end of the spectrum,you mustnt neglect the Silent generation and the Boomers.Instead,use a hybrid approach to the c
77、ustomer experience and ensure that the message,branding,and presentation of your communications are the same,no matter what channel is used,and keep all your customers happy.Quadient.All rights reserved.About Quadient Quadient is the driving force behind the worlds most meaningful customer experienc
78、es.By focusing on four key solution areas including Customer Experience Management,Business Process Automation,Mail-related Solutions,and Parcel Locker Solutions,Quadient helps simplify the connection between people and what matters.Quadient supports hundreds of thousands of customers worldwide in t
79、heir quest to create relevant,personalized connections and achieve customer experience excellence.Quadient is listed in compartment B of Euronext Paris(QDT)and belongs to the SBF 120 index.For more information about Quadient,visit .Quadient and the Quadient logo are registered trademarks of Quadient group AG.All other company and product names may be trademarks and are the property of their respective owners.All information in this document,including descriptions of features,functions,performance and specifications is subject to change without written notice at any