Service technique and generations: profiles and strategies
Understand the relationship between service technique and generations, how consumer generations behave and strategies to serve them.
Service Technique and Generations it is a relationship that companies must pay attention to and seek to better understand, since the behavior of each group generates different support needs.
After all, a brand may target Generation Z, but it can attract the attention of baby boomer parents who wish to gift their children with the product or service sold.
If the effort that this parent has to make is complicated or if he does not find alternative care to answer questions, the sale is lost.
Therefore, companies must always think about the generations of consumers that their brand can reach and, consequently, plan to creating inclusive strategies.
Do you want to better understand the topic and how companies' strategies to serve Generation X, Y, and Z can be aligned? Read on and learn more about each group.
Have a good read!
What are the different generations of consumers?
Get to know the generations of consumers helps to think about how to make everyone experience the current digital age without finding bottlenecks that hinder the experience and the relationship with companies.
The difficulty is natural, as not all people grew up with technology or simply have difficulties and insecurities. Discover more characteristics of each generation:
Baby boomers (born 1946 to 1964)
Os Baby Boomers they are the generation of consumers born after World War II, today between 58 and 76 years old. At a time of scarcity and economic recovery in most countries, this group links consumption to what is necessary.
In addition, it is a generation that grew up without contact with technology (computers, smartphones, online shopping, virtual chats, bots, etc.), used to manual and bureaucratic processes.
Regarding service, 70% of baby boomers prefer the telephone to begin a support request, even with other options available. Therefore, companies that reach this target audience must be aware of this need and offer it with quality.
Generation X (born 1965 to 1980)
A Generation X was born at a time of intense industrial development and economic growth. Today, this generation of consumers is between 42 and 57 years old and has seen new technologies emerge and gain space.
Generation X people experienced the opening of the market and were able to develop their entrepreneurial vision. It is currently a share of the market with great purchasing power.
In addition, they value what can make life more uncomplicated and are more intolerant to processes that create barriers or friction in consumption. For them, the more practical the better.
Generation Y or millennials (born 1981 to 1996)
The consumer generation of Generation Y, the famous Millennials, gain special attention from the market.
Between 41 and 26 years old, “Gen Z” are used to technology and, therefore, have a more multitasking profile, which makes it easier to adapt to the new features that are emerging in the market.
They are curious consumers who use the internet to research what they are interested in, buy products, services, courses and seek assistance from companies.
Generation Z (born from 1997 to 2009)
A Generation Z It is the generation of digital natives that, unlike the Millennials, did not need to adapt to technology, as they were born immersed in it.
Consumers between 25 and 13 years old do not have much autonomy in relation to purchasing power, but they exert influence in the market, which divides the focus of its advertisements between “Gen Z” and parents.
Thus, serving this target audience also means serving parents, uncles, and even grandparents of previous generations, reinforcing the tendency for care to be inclusive and more integrated, allowing contact with all generations.
Also read: The new digital consumer: how to fulfill this profile?
Generation Alpha (born from 2010 to 2024)
A Generation Alpha It is the first of the 2021 century, born in a global and 100% connected and digital community. Computers, smartphones, and new concepts such as the metaverse are very easily absorbed by this generation.
Even though they are still quite young, the elderly are already reaching adolescence and demonstrating autonomy and leadership in their choices, which draws the attention of companies.
A connectivity it is the main aspect of communication and this also extends to service techniques.
How to cater to Generation X, Millennials, and Z?
Now that we've talked about the behavior of different generations, let's talk about strategies.
Engaging customers with service requires investments and companies that have already directed resources to digital engagement actions have already managed to increase, on average, 70% the recipe. Those same companies estimate that they will invest almost double by 2025.
The technical relationship between service and generations is valuable knowledge for improving results and valuing the opportunities that the business has with each group, even those that are not the main target.
Here are some tips for companies' strategies to serve Generation X, Y, and Z:
Create a good digital experience
As we highlighted above, digital engagement generates positive results in relation to return on investment. If the digital service processes are well designed, even baby boomer consumers can enjoy them without big noise.
In a Twilio research, B2C companies around the world stated that the pandemic accelerated digital transformation, on average, 6.5 years. 43% of business owners say they jumped 5 to 9 years into the future. So, the trend is to continue investing in digital service techniques.
Personalize engagement strategies
As personalized service techniques they only increase consumers' digital engagement, but they also “fuel” brand loyalty.
To use service software that integrate communication channels (omnichannel service) and centralize customer data is essential so that teams can communicate with agility and know the customer's history.
To get the personalization experiences right, it is also interesting for the company to know the different generations that the business impacts and to create a strategy that talks with them all.
Also read: How to innovate in customer service? 5 tips for companies.
Prioritize data security and quality of experience
The LGPD and other national and international laws related to data protection have shed light on this issue and consumers are already demanding more security regarding the sharing of their information.
Hence the importance of companies creating a clear and transparent data policy and disclose it.
Creating better interactions (not more quantity) also helps businesses improve their results. Another interesting fact from Twilio's research is that generations Z and Millennials are twice as likely That the Baby Boomer generation have digital fatigue.
So, it's important for companies to think about the quality of the stimuli to create valuable experiences.
Invest in the preparation of the service team
A Cloud Humans You can partner with your business in the organization of all support processes and even perform the service in practice, ensuring that the entire team provides a customer service humanized, fast and assertive.
Talk to our experts who are available to present our solution and show how much it can help you achieve your business objectives with different generations of consumers.