Today you can no longer satisfy all your customers’ needs by conducting meetings with them in person or by telephone, now you need to use a multi-channel communication.
Competition for the best price no longer plays the most important role for creating steady customers who remain loyal to our brand and products.
The Baby Boomer Generation, born between 1943 and 1960, accommodated customer needs by making a product available for a person to see or touch it.
Subsequently, members of Generation X, born between 1961-1981, became a little more demanding. This group no longer expected products to merely cover their needs. Once they knew the benefits and advantages of the product, they expected their individual tastes to be met with added value. They not only required service with personal, face-to-face contact. They also demanded telephone interaction to ask for help if necessary.
Finally, the new Millennial Generation includes those born between 1982 and 2001. Known as the technology-savvy generation, 97% own a computer and 94% own a cell. 70% are in social networks like Facebook, Twitter, Youtube, Instagram, among others.
The Millennial Generation is much more demanding than its predecessors. This group not only expects the product to meet its needs and tastes with added value. It now requires the product, brand or company to create an experience that specifically identifies with him or her.
A Millennial would say something like “A fashion trend created just for me. Cool.” It’s key to make the members of the Millennial generation feel important and valued. Most of all, they need to feel like they are being heard.
Millennials no longer require communication in person or by telephone. They seek multi-channel communication that creates valuable content relevant to their interests and beliefs.
Multi-Channel Communication: Multiple Media Sources
Contact via Facebook
• Contact via Twitter
• Contact for Video (Facebook, Twitter, Youtube)
Technologies exist to integrate multi-channel communication with customers and generate extraordinary experiences. There must also be a strategy and a system to collect information from customers for the purposes of predicting their buying patterns.
Multi-channel communication thus allows us to gather information from each of our customers, analyze their profile and create loyalty-building strategies.