Each generation has different tastes. Why else would we define them as different? In their youth, the GI generation of WWII listened to swing, the bobby-soxers liked crooners and rock-a-billy, baby-boomers thrived on rock-and-roll, while Generation X wanted their MTV. The demands of each generation require customer relationship management strategies that evolve to meet their unique tastes for business interactions. Generation Y is creating a new definition of CRM.
A New Type of Interaction
While baby-boomers were described as a “generation lost in space,” Generation Y might be described as a generation lost in cyberspace. They have grown up on the Internet and cell phones. They are accused of being more at home communicating with a screen than communicating face-to-face. They are also more likely to purchase on-line than older generations.
A Surprising Twist
A recent study, however, presents a surprising twist and a challenge to businesses that are seeking to gain market share among Generation Y – they prefer to buy from those with whom they have a personal relationship. While this may seem like a challenge to e-marketers and businesses investing in social media, all is not lost.
As a generation so connected through technology, Gen Y’ers can form a personal bond with individuals they have not met. They are used to the concept of building relationships without an actual physical presence. The demand is not for face-to-face interaction, but authentic interaction.
If your customer relationship management strategies are geared toward building authentic relationships with your customers or potential customers, you are on the right track to appeal to the tastes of Generation Y. If not, you need to rethink your definition of CRM.