reading Chapter 19 of DKYSOS

19 The Generational Divide: Serving Age-Diverse Customers \"I couldn't care less how friendly they are or whether they call me 'Mr.\" Just fix my problem right the first time and forget about buttering me up.\" 30-something customer overheard on his lunch break talking about a computer problem. To celebrate their wedding anniversary, a 60-something Midwestern couple chose a popular new restaurant in their small town for dinner. Upon being seated they were met with a warm greeting by their server, who congratulated them on their anniversary and appeared to set a good tone for their special evening. But then she handed each of them a menu, pulled up a chair, sat down and proceeded to review the menu and the daily specials. While some customers may have been touched by the gesture, the couple grew uncomfortable and a little peeved. To their way of thinking, the casual, elbow-to-elbow approach was disrespectful. After all, they hadn't invited her to sit with them and however well-intended, the action violated an unspoken boundary between server and customer. So, Wally and Bev, Wht Are MY new best friends 93019 o have for dinner? The ability to \"get inside the heads\" of customers is essential to delivering memorable service, and never more so than when serving customers from different generation: Whether they're part of the World War II era, Baby Boomers, Generation Xers, Millennial's, or the soon-to-be-monikered generation to follow, each age group has its own distinct definition of good service. A couple in their 2o0s, for example, might have welcomed or even been quietly amused by the server's breezy attitude and attempt to add = personal touch to the anniversary dining experience. But for those of an older generation, the lack of formality and deference to roles felt unsettling and inappropriate. Serving the Generational Melting Pot Ensuring customers of various ages and eras receive service \"their way\" starts with understanding the distinct characteristics, attitudes, and life-shaping events that define them. To help you with that task we've created profiles of four distinct generational segments and listed some of the service preferences for each group. These \"likes and dislikes\" are designed as guidelines, not set-in-stone rules. As with all things in life there'll be exceptions to every rule, so you'll want to stay flexible and adapt your approach to perceived variations in each generation.\" The profiles reflect more than a decade of our own research, as well as the findings of Claire Raines, with whom we collaborated on the book Generations at Work: AMACOM, zoo00. Veterans are customers born between 1922 and 1943, or just prior to World War II. These are your clients in their late 6os through their S8os. Some defining characteristics of Veterans are: A desire for consistency, conformity, and stability. Direct communication style. - Preference for logical and pragmatic discussion or approaches, rather than that driven by emotion. Tend to be loyal consumers, particularly to U.S.-made products or services. Tips for Serving Veterans : Don't rush things. Veterans don't like to be pushed for decisions or to feel like transactions are moving too quickly. Where possible, use a relaxed pace that allows them to think through options and feel comfortable with outcomes. Establish rapport by being respectfulthe old-fashioned way. That means saying \"please,\" \"thank you\" \"sir,\" and \"ma'am\" more than you might with other generations. + Be formal. Veterans often get uneasy with too much chumminess or overly casual approaches in service situations. Try to create a respectful \"distance\" with themuntil invited to behave otherwise. Baby Boomers were born between 1943 and 1960, making them one of the largest generations in U.S. history. These are the bulk of your middle-aged customers, in their 50s through their late 60s. Here are some traits that define Boomers: Tend to be optimistic, seeing the world in terms of infinite possibility. - Strong sense of individuality, with many accustomed to being in the spotlight. + Value personalized treatment. Proponents of collaborating and cooperating with others to achieve goals. Tips for Serving Boomers: Be personable, especially in your greeting. While your Boomer customers may not feel like taking the time to \"visit,\" they will appreciate the warmth of a hearty greeting. If you know the customer's name, use it. Many Boomers like to be \"known\" and enjoy the personalization. But don't go overboard; using names too frequently will come across as smarmy or artificial. If customers are regulars, give them something extra from time to time to recognize their loyalty. In deciding who to do business with, Boomers often look for organizations that have employees who aren't just competent or efficient, but who seem to care about customers and see customer service work as their calling. Small acts that show them you care can go a long way. Like, did You ever feel like You're a Gen Xer trapped inside the body of a Baby Boomer ? CBUSH Generation Xers , born between 1960 and 1980, are the much-maligned (often unjustly so) generation in their 30's to 50's. Some character traits of Generations Xers: . They are technologically savvy, clever, and resourceful. Tend to be skeptical, \"prove it to me\" sorts. Self-reliant and independent. Many have a \"survivor\" mentality and cope better with change than other generations. - Strong need for flexibility and feedback, coupled with a dislike for close supervision. Tips for Serving Generation X: Be efficient and to the point. Competence is far more important to most Xers than having an upbeat or cheerful attitude. To them, a grumpy refund beats a smiling, \"we're so sorry we can't take that back\" almost every time. - Be prepared to field questions. Gen Xers are curious types who like to nail down the details, so make sure you know your stuff and can provide correct facts or figures about products or services when asked. Don't oversell products or solutions. Xers have finely tuned \"crap detectors\" and are sensitive to anything that reeks of the hard-sell or pure marketing spin. If possible, cite specific examples of how your products or services have helped customers solve problems or quote independent research that compares your organization favorably against competitors. Millennials are those born between 1980 and 2000 making them tweens to early 30's. This group also is known as Echo Boomers, Generation Y, or Nexters. Millennials' defining characteristics: Sociable, optimistic but practical, tolerant of individual differences. Generally not as sarcastic as Gen Xers, and more trusting of authority. Achievement- and goal-oriented. Believe in hard work and sacrificing personal pleasure for the common good. Thanks to doting Boomer parents, among the smartest and healthiest generation on the planet. Many have been catered to since they were tots. First generation to grow up in the era of digital media. Tips for Serving Millennials: Be respectful. No one likes to be talked down to just because they're young. Beware of condescending tones or of passing off common sense as \"insider wisdom.\" Millennials like to feel like equals. Use a quick pace. Millennials are used to having needs met \"yesterday\" and often find overly deliberate people or processes taxing. Take pains not to confuse them with Generation Xers. While most generations don't like to be mistaken for others, Millennials in particular chafe at being lumped together with Generation Xers, finding them too edgy or cynical for their tastes. Generational Service Worksheet Answering these questions can help you deliver more effective service to the different generations in your own organization: Which generation (or generations) are most of your customers from? When it comes to customer service, how do you think most of them want to be treated? What are three specific things you might do to improve service for your most dominant (largest) generational group? + Is there another generation you'd like to target for improved service? How might you enhance or modify service in ways that would better appeal to this group? \"Trends wrought by generational differences are causing business upheavals, bringing new categories of work into being at warp speed and causing old ones to shrink and disappear.\" Yankelovich Partners