Moderated by Customer Management IQ – IQPC | Sponsored by TELUS International
How to Serve the Millennial Customer:
from CRM tactics to IT innovation
Webinar
On Twitter: #GenYCRM
Guillermo Valiente
Peter (Scotch) Scocimara
TELUS International | @TELUSint
Google Apps for Business
Serving Millennials

Speakers:
Guillermo Valiente
Executive Director
TELUS International
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On Twitter: #GenYCRM
Peter (Scotch) Scocimara
Director, Global Enterprise Support
Google
Webinar overview
We’ll look at 2 angles:
looking in – what Millennials expect from
customer service
 Outside
looking out – how business can adapt to this
evolving consumer behavior
 Inside
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On Twitter: #GenYCRM
Understanding generations
Baby
Boomers
Gen X
Gen Y
Gen Z
Gen Alpha
1945-1964
1965-1979
1980 - 2000
2001 - 2010
2010 - 2020
Mass Media Era
Development of mass production
TV
Micro Market Era
Nanotechnology
Cable TV
Internet
Advertising
Social Networks
Cellphones
Smartphones
Millennials are growing up and becoming a powerful financial force
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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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On Twitter: #GenYCRM
Who are they?
 Self-confident
 Techno-dependent
 Optimistic
 Interdependent
 Success driven
 Goal oriented
 Determined
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On Twitter: #GenYCRM
But also seen as...
 Demanding – expecting NOW!
 Instant gratification
 Likes short & simple
 Always multi-tasking
 Quickly bored
 Needy – always wanting feedback
 Driven by convenience (lazy?)
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On Twitter: #GenYCRM
Their frame of reference, culture & codes
Influenced by reality shows
They watch what they want when they want
They are social 24/7, share opinions & ask for
feedback
Everything is one click away
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On Twitter: #GenYCRM
Interactions happen fast! (no matter where we are)
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On Twitter: #GenYCRM
Click image to watch video
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?”
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Source: Example taken from the book, Gen BuY – Kit Yarrow & Jayne O’Donnell
On Twitter: #GenYCRM
Business strategies are shifting

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Companies are paying attention
On Twitter: #GenYCRM
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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On Twitter: #GenYCRM
Top 5 Customer Service Tactics for Gen Y
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Customize / personalize
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2
Be accessible & fast
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3
Make it shareable
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On Twitter: #GenYCRM
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
Top 5 Customer Service Tactics for Gen Y:
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Extend the experience
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Make it visual
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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
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
* Source: Google, The ZMOT Handbook, 2012 http://www.zeromomentoftruth.com/
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On Twitter: #GenYCRM
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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On Twitter: #GenYCRM
Agent training needs to recognize Millennial traits
Does it take one to know one? Maybe not, but agent training needs a
new approach. Lectures are least effective.
Visual Learners
Auditory
Learners
Gen Y
In learning
and working
situations
Kinesthetic
Learners
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On Twitter: #GenYCRM
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.
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On Twitter: #GenYCRM
E.g. Google offices – highly
social, no barriers, people
working in teams
The impact on your business
Work is changing
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On Twitter: #GenYCRM
Click image to watch video
The impact on your business
How we collaborate is changing
Click image to watch video
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On Twitter: #GenYCRM
The impact on your business
The consumer web
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On Twitter: #GenYCRM
The impact on your business
The consumerization of IT
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On Twitter: #GenYCRM
The impact on your business
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
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On Twitter: #GenYCRM
The impact on your business
All business – small & large are impacted
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Example: Banshee Wines
Click image to watch video
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On Twitter: #GenYCRM
The impact on your business
Enabled by new technology with rapid adoption in business
Cloud
By 2016, 50% of global 1,000
companies will have stored customer
sensitive data in the public cloud.
Source: Gartner, 2012
Mobile
96% of the US population has a mobile
phone, 40% now own a smartphone.
Source: Google, 2012
Social
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On Twitter: #GenYCRM
1 in 3 young professionals prioritize
choice of devices, apps and social
tools above salary.
Source: CISCO, 2011
The impact on your business
But is IT stuck? 30 years of business IT
Personal Productivity
Standard Work Day
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On Twitter: #GenYCRM
Physical Offices
Corporate Devices
The impact on your business
The new way...new design principles
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Any-Team
Any-Place
Any-Time
Any-Device
On Twitter: #GenYCRM
The impact on your business
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
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On Twitter: #GenYCRM
Customer wants:
Click image to watch video
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Customize & personalize

Be accessible & fast

Make it sharable

Extend the experience

Make it visual
Questions?

What channels / technologies does Google use to serve the Millennial
audience?
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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?
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On Twitter: #GenYCRM
Thank you!
Learn more – visit:
TELUS International
http://telusinternational.com
Google
http://www.google.com/apps/business
Request slides –
Serving the Millennial Customer:
[email protected]