How to Serve the Millennial Customer: from CRM to IT innovation

How to Serve the Millennial Customer:from CRM tactics to IT innovation

Webinar

Watch now – on demand!

Moderated by Customer Management IQ – IQPC | Sponsored by TELUS International

Peter (Scotch) ScocimaraGoogle Apps for Business

Guillermo ValienteTELUS International | @TELUSint

2 On Twitter: #GenYCRM

Serving Millennials

Speakers:

Guillermo Valiente Executive DirectorTELUS International

Peter (Scotch) ScocimaraDirector, Global Enterprise SupportGoogle

Webinar overview

We’ll look at 2 angles:

Outside looking in – what Millennials expect from customer service

Inside looking out – how business can adapt to this evolving consumer behavior

Understanding generations

Mass Media Era

BabyBoomers Gen X Gen Y

1945-1964 1965-1979 1980 - 2000

Development of mass production

TV Advertising

Cable TVInternet

Social Networks

Cellphones Smartphones

Micro Market Era

2001 - 2010

Gen Alpha

2010 - 2020

Nanotechnology

Millennials are growing up and becoming a powerful financial force

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

Who are they?

Techno-dependent

Self-confident

Optimistic

Interdependent

Determined

Goal oriented

Success driven

But also seen as...

Always multi-tasking

Quickly bored

Needy – always wanting feedback

Driven by convenience (lazy?)

Likes short & simple

Instant gratification

Demanding – expecting NOW!

Their frame of reference, culture & codes

They are social 24/7, share opinions & ask for feedback

They watch what they want when they want

Everything is one click away

Influenced by reality shows

Interactions happen fast! (no matter where we are)

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?”

Source: Example taken from the book, Gen BuY – Kit Yarrow & Jayne O’Donnell

Business strategies are shifting

Companies are paying attention

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?

Top 5 Customer Service Tactics for Gen Y

Customize / personalize 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

Be accessible & fast

Make it shareable

Top 5 Customer Service Tactics for Gen Y:

Extend the experience

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

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

* Source: Google, The ZMOT Handbook, 2012 - http://www.zeromomentoftruth.com/

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

Agent training needs to recognize Millennial traits

Visual Learners

Auditory Learners

Kinesthetic Learners

Gen YIn learning

and working situations

Does it take one to know one? Maybe not, but agent training needs a new approach. Lectures are least effective.

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.E.g. Google offices – highly social, no barriers, people

working in teams

Work is changing

The impact on your business

How we collaborate is changing

The consumer web

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

All business – small & large are impacted

Example: Banshee Wines

Enabled by new technology with rapid adoption in business

96% of the US population has a mobile phone, 40% now own a smartphone.

Source: Google, 2012

1 in 3 young professionals prioritize choice of devices, apps and social tools above salary.

Source: CISCO, 2011

By 2016, 50% of global 1,000 companies will have stored customer sensitive data in the public cloud.

Source: Gartner, 2012

Mobile

Social

But is IT stuck? 30 years of business IT

Personal Productivity Physical Offices

Standard Work Day Corporate Devices

The new way...new design principles

Any-Team

Any-Time Any-Device

Any-Place

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

Customer wants: 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?

Thank you!

Learn more – visit:

TELUS Internationalhttp://telusinternational.com

Google http://www.google.com/apps/business

Request slides – Serving the Millennial Customer:webinars@telusinternational.com

Watch now – on demand!

How to Serve the Millennial Customer: from CRM to IT innovation

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