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Regardless of how old
or young, everyone wants to be treated fairly and equally during the
buying and service process. Whether
our hair is naturally grayed or temporarily a wild shade of pink, we all
have the right to be treated the same as the person standing beside us.
Being able to present information in a different manner or to
appeal to core values, which are different for each generation, is
important and may need additional attention.
Let's examine how you, as a service provider, can give
exceptional service by understanding the needs and values of each age
group.
The Veterans, Traditionalists or
World War II Generation were born prior to 1943.
Their core beliefs, personality and values include:
- Everyone
should adhere and conform to the same rules, regulations and
policies.
- Those
who are older or individuals who are in a position of authority
automatically deserve respect.
- The
bigger, the better.
- Patience
is of the utmost importance.
- Personal
pleasure is secondary to job responsibilities and tasks.
In order to win them over as a
lifetime customers consider providing service in the following manner:
- Make
them feel special by remembering their name. Be sure to honor them by calling them Mr. or Mrs., or
sir and ma'am.
- Thank
them for their patronage with a personal handwritten note.
Form letters do not cut it with this generation.
They want and expect the personal touch.
- Be
personable and show genuine interest in them as a person.
Many of these individuals have lost spouses, friends and
children. They can be
lonely. A little extra
attention and interest in them as a person is greatly appreciated.
- They
believe in paying cash rather then using plastic.
Additionally, since they are Depression survivors, they tend
to be conservative in how they spend their money.
Do not expect an extravagant tip regardless of how great your
service was.
The Baby Boomers or Boomers were
born between 1943 and 1960. Their
core beliefs, personality and values include:
- If
it's not working, either fix it or move on and find something
better.
- Personal
growth, health and wellness are extremely important.
- Optimism.
- They
believe they are the star and deserve center stage regardless of the
situation.
If you want to keep them as lifetime
customers, be sure to provide customer service that:
- Treats
them as individuals, not just another client. Be personable. They place a great deal of value on
personal relationships that grow with time.
- Be
solution oriented. If
you cannot fix something, be honest and then offer alternatives.
Boomers value their time and want solutions now, not later.
- Do
not tell a Boomer what they can do. Ask them what they want done or
accomplished.
- Make
them feel special. You
will keep them coming back if they believe they really are one of
your favorite customers.
- Admire
their appearance and physical stature.
This generation takes great pride in their appearance.
Generation X, Baby Busters or
Twenty-somethings were born between 1960 and 1980.
Their core beliefs, personality and values include:
- A
need to be self-reliant.
- Family
and friends are extremely important to this generation.
- Tend
to be informal and look for fun in every situation.
- Treating
everyone as an equal regardless of “rank.”
- A
tendency to be skeptical.
- A
healthy respect and knowledge of technology.
If you want them to do business with
your company then consider providing them with following service:
- Show
interest in their family and friends.
Admire their children if they are tagging along, or their
pictures are prominently displayed on their desk.
- Treat
them as an equal regardless of their appearance, age, sex, sexuality
or ethnicity.
- Approach
all situations in a relaxed and informal manner. The greater the formality shown in any situation, the
more uncomfortable they will be.
- Allow
them plenty of time to ask questions and obtain information.
Since they tend to be skeptical it’s important to show you
have nothing to hide.
- Whenever
possible, use modern technology to demonstrate your product and
services.
The Nexters, Generation Y or
Internet Generation were born between 1980 and 2000.
Their core beliefs, personality and values include:
- Optimists
much like the Boomers.
- Street
smarts (obtained at an early age) that previous generations do not
have.
- They
have grown up in the computer age and many cannot remember a home
without this technology.
- Achievement
oriented, they are also strong believers in civic duty.
- Flexibility
is learned early since many come from divorced families that shared
parenting at separate homes.
- If
you want these customers to consider doing business with your
company over their lifetime, then provide them with the following
service.
- Unlike
their parents from the Generation X or Boomers, these young people
like to spend money. If
it's functional (a pager) or enhances their image (including
tattoos, hair coloring or body piercing) they are likely to purchase
the item.
- If
your business makes donations to non-profit organizations because of
their purchase, they are likely to buy since they have such a strong
sense of civic mindedness.
- Appeal
to their technical savvy. Most
of these young people have been around computers since they were
born. If it makes life
more convenient, easier or is the latest in technology, they will
probably want it.
There is no sure fire way to sell to
anyone based on age or generation.
The previously mentioned overview of each generation and customer
service guidelines are precisely that; guidelines to assist you in
providing the best possible customer care to individuals from 9 to 90.
Nothing will ever surpass kind and equal treatment to each and
every customer you serve. |
