Teenagers taking a selfie

    Watch out Millennials … Gen Z is about to take over center stage

    I have three kids who aren’t related to me by blood, but I’m known as Aunty Ingrid to them. They were born in 2003, 2010 and 2012. The thing they all have in common? They have never known life without the internet — and they are all Gen Z.

    As a Gen X’er myself, with still-vivid memories of having to reserve time in the computer lab to type term papers in college, I find this generation to be one of the most fascinating yet. And I’ll tell you — the stats are showing that they are breaking stereotypes left behind by their elder generation.

    Let’s do a little level setting:

    • There are 2 billion of them worldwide, and they represent $800 billion in spending in the U.S. alone.  That makes them large enough that they’ll rival Millennials.
    • They are born between the years of 1997 – 2012.
    • They are entering the workforce right now.

    You’d think that since they are the true “digital natives” that they wouldn’t want to actually shop in a brick and mortar store. But you’d be wrong. They like the customer experience of shopping in stores. In fact, they are three times more likely to shop in a store than on line. They like to feel the fabric of clothes they’re buying.  

    But while they’re walking through your store, they may be simultaneously engaging with you online. These consumers are all about moving from channel to channel seamlessly. And that means that while they’re in your store, experiencing your brand, they will likely be looking at your web site to see what else you have to offer.

    Gen-Z ShoppingThis segment loves co-creation. They want to have their fingers in new product design and they want their voices to be heard. They want to help you design the experience they are after, from the beginning. They want to help you create new, unique products and experiences for your customers. They want to be able to put their mark on things. To show their individuality.

    They are also all about value. And the criteria for what defines “value” is evolving. Some members of this segment will be searching for the best deal, coupon, or points system that they can find. Others define value as being willing to pay more if you can prove your products are sustainable. 60 percent of this generation believe that they can make this world a better place. And they want to do business with brands who are also focused on helping to make this world a better place.

    Last, but not least, these Gen Z’ers are going to have the highest expectations we’ve seen yet for performance and ease. They will walk away if your page takes any time at all to load. They’ll leave your website if it isn’t easy to navigate. And they’ll do it faster than anyone else.

    To serve these Gen Z’ers, you need to ensure that your platforms are responsive. You need to ensure that your tools are super easy to use. We talked about the elegance of simplicity — solutions for both users and you — in an earlier blog post.

    More than anything, you’re going to have to make sure that you’re talking to them via social. Because that is where they are. Meet them there and co-create. You’ll only have better outcomes together.

     

    Haunted House of Customer Experience Horrors!

    Waaaay back in a galaxy far, far away, I was just learning how to really change cultures into customer centric ones. And I’m talking about doing more than writing a new mission statement. (Don’t get me wrong, that’s a very important step, but only one step in a Culture Roadmap.)

    We had a great customer experience strategy, we had a great mission and vision. We knew what our priorities were. We had executive support. We’d rolled out Guiding Principles and new language guidelines. I’d gone out on a roadshow and talked to every single employee about the fact that we had to make a change. Still – we had a problem. Read More From The Chief Customer

    No Culture, No Customer

    How many times have you seen the quote “Culture eats strategy for lunch” (or breakfast, as the original Peter Drucker quote reads)?

    I’ve seen it everywhere for years. On more presentations that I care to remember, on more blog posts that I care to admit I’ve read. It seems to be the rally cry to get people to understand that culture is important. The genesis of the quote is much more interesting to me though.  Read More From The Chief Customer

    The Second Step to Building a Customer Experience Strategy – Who are you as a Company?

    In this series, I’ll be talking about the 5 steps to building a differentiating customer experience strategy. The Customer Experience Strategy is a part of the Competency pillar within the Three Cs Framework I introduced in 2010 – Competency, Credibility and Culture.

    The 5 steps to building a customer experience strategy.

    Step 1: Understand Corporate Strategy

    Step 2: Who are you as a company?

    Step 3: What do your customers want?

    Step 4: Redefine your mission statement

    Step 5: Get CEO Buy In

    After you’ve done this, start to id your holes.

    Read More From The Chief Customer

    What are the 3 Cs of Customer Experience Management (CEM)?

    I’ve been asked so many times – “How do you approach customer experience each time you walk into a new company?”.  My answer is that every company is different and every customer is different. Of course, over the two decades of doing this work, I’ve definitely learned what works and what doesn’t. I’ve also created a set of tools that I apply every time to every transformation. I call them the “3 Cs of CEM: Credibility. Competency. Culture”.

    Read More From The Chief Customer

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