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 2 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 3 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 4 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 5 On Twitter: #GenYCRM Who are they? Self-confident Techno-dependent Optimistic Interdependent Success driven Goal oriented Determined 6 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?) 7 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 8 On Twitter: #GenYCRM Interactions happen fast! (no matter where we are) 9 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?” 10 Source: Example taken from the book, Gen BuY – Kit Yarrow & Jayne O’Donnell On Twitter: #GenYCRM Business strategies are shifting 11 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? 12 On Twitter: #GenYCRM Top 5 Customer Service Tactics for Gen Y 1 Customize / personalize 2 Be accessible & fast 3 Make it shareable 13 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: 4 Extend the experience 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 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/ 14 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 15 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 16 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. 17 On Twitter: #GenYCRM E.g. Google offices – highly social, no barriers, people working in teams The impact on your business Work is changing 18 On Twitter: #GenYCRM Click image to watch video The impact on your business How we collaborate is changing Click image to watch video 19 On Twitter: #GenYCRM The impact on your business The consumer web 20 On Twitter: #GenYCRM The impact on your business The consumerization of IT 21 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 22 On Twitter: #GenYCRM The impact on your business All business – small & large are impacted Example: Banshee Wines Click image to watch video 23 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 24 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 25 On Twitter: #GenYCRM Physical Offices Corporate Devices The impact on your business The new way...new design principles 26 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 27 On Twitter: #GenYCRM Customer wants: Click image to watch video 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? 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? 28 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]
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