In the daily endeavor to attract and keep new customers, and communicate effectively with them, you must try to appeal to everyone from Millennials, Gen-Xers, and Baby Boomers. Much talk has been made of this in the media, marketing webinars, and blog posts, but I’m not sure it has to be as hard as they would make it seem to be.
In the broadest, most general breakdown, and in my opinion only
Millennials are super tech savvy, have precious few interpersonal or telephone skills, and if a task can’t be done online, then it can’t be done well or at all. To attract and communicate with this type of customer, keep your web content fresh, mobile friendly, and not overtly educational. Utilize eye-catching visuals, and make it possible for them to contact you via email or even via text message or Facebook Messenger with their questions. This way, no actual human interaction needs to happen until absolutely necessary. (Yeah, I don’t get it either…)
Gen X-ers are reaching an age when they might like to have someone else take care of them for a change. They are not quick to give you their trust, but once earned, they are fiercely loyal. They have some computer skills, but still reach for the phone if they can’t find what they need online. To attract and communicate with this type of customer, write educational blogs for your website that focus on situations they will encounter in their daily lives – messes grandkids make, pet damage, money/time saving maintenance. Employ someone to answer the phone who is well-versed in what you do, who will be clear and concise when answering their questions.
Baby Boomers are less likely to consult Google for the answers they need. Using my own Mom as an example, her standard order of operations is to 1) ask me, 2) ask my sister, 3) consult the phone book, 4) mayyyyyybe look it up online after a few tries elsewhere. Sometimes she forgets the questions she wants to ask, sometimes she has too many questions. To attract and communicate with this type of customer, be sure that the person answering the phone has enough time and patience to draw the customer out. Some of the best customer trust and loyalty is built through conversation. If you are frustrated or rushing them off the phone, you’ll lose them. Consider keeping that Yellow Pages ad.