crafting customer experience through generations
TRANSCRIPT
Crafting customer experience through generations
ขั้��นตอนการบร�หารประสบการณ์�ลู�กค้�า1 Analyze the experiential world of the customer
2 Build the experiential platform
3 Design the brand experience
4 Structure the customer interface
5Continuosly innovate
Each generation, each experience
Analyze their
Characteristics Perspectives
What they respond best when it comes to customer experience and satisfaction?
Matures
• Traditionalists• Great Depression, WWII, Korean Wall• Value : God, country, neighbor, community, friend• Believe in team player• No tech in life before
• Woman in this generation : no work – (home, wife, mother)
• Class (Black/white school)• Seen cultural changes over their life-time• 50s-Desegregation in school/community• 60s-70s-Woman into workforce
Experience Analyze
• Focus on personal connection and humanness when crafting customer practices
• Growing with neighbor / but now internet how to integrate this?
#3things
• High touch is more important than high tech• Socializing face-to-face is important• Delivering service at particular times of day
may need to vary
Baby Boomers• “me” generation• “Self” absorbed, aware, sufficient • Begin to earn knowledge• Value experiences, and want others to see that
way
Experience Analyze
• They desire personal growth • Value professionals – wanna feel private and
being taken care of• Desire to be self-sufficient• Kids & pets • Right of customers
Gen X
• Grew up with no first hand knowledge• First true computer generation• Divorced / working parents• Self grown up and broad school
Experience Analyze
• Demonstrated commitment to diversity
• Technical excellence• Informality• Self-reliance• Provision of data /
standard / transparent• Provision of real-time
service
Gen Y
• Most diverse• Not just tech savvy – tech dependant • More comfortable dealing with machines
Experience Analyze
• Automation• Community with their social circle(Pepsi social vending machine)• Customization for everything • Selectivity (itune playlist)• Socializing at all times
Pepsi social vending machine
• http://www.youtube.com/watch?v=wJaEVEoEETA
itune(playlist)