Creating the Ultimate Customer Experience: Generational Motivation

Have you ever wondered what it takes to get and keep a staff motivated? We are hearing from more and more clients that it is becoming a challenge to keep individuals interested in their jobs and motivated to achieve high levels of performance. Your customers know which employees are motivated and which aren’t, so from a customer satisfaction perspective, it pays to focus on this issue.

Many of Market Viewpoint’s clients ask me how to keep their staff, especially their superstars, engaged and excited about their work. Most managers, if they truly see themselves as coaches, will take responsibility for motivating their staff. But this can be a difficult task. What works for one individual doesn’t seem to work for another. When I am asked why this happens, my question back to the manager is, “Have you ever really considered who you are trying to motivate?” Employees come from different generational groups – all inspired to achieve by different things. Is it possible that you are taking a “one size fits all” approach to motivation?

Consider these steps. Segment your staff into generational groups (Traditionalists, Baby Boomer, Generation X, or Millennial). Know that the motivational hot buttons are different for each group, so be prepared to be flexible with your approach.

The Millennials on your staff are motivated by tangible and intangible rewards that represent immediate satisfaction. Think gift cards and free meals.

Generation X values rewards that give them freedom. Think relaxed dress codes and flexible leave policies.

Baby Boomers, on the other hand, are motivated by financial rewards and job recognition. Think bonuses and corner office space for this group. While the Traditionalists, or World War II generation are motivated by things such as abbreviated work weeks and alternative work schedules.

All of the generations are motivated by recognition. That pat on the back that lets someone know they are doing a good job is important for all.

Meet with your employees on an individual basis to understand what they value and where they are at this phase of their lives. Use your mystery shops to determine the things people are really good at and explore these areas in depth.

To find out more about how Market Viewpoint can help you motivate your employees, contact us today. A motivated staff is just a phone call away!

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Creating the Ultimate Customer Experience: What Generation X Expects

Generation X is a generation that brings challenges into our organizations. Born between 1965 and 1980, this generation encompasses individuals who are between 29 and 44 years of age.They are a generation that operates by a wide set of core values. When you think of this group and how to structure your customer service efforts around them, think of the following: diversity, global thinking, balance, fun, self-reliance, pragmatism, and technoliteracy.

From a customer service perspective, you can appeal to this group in a variety of ways. Think in terms of the following to attract and retain their interest in patronizing you:

• Technical Excellence – Have all of your electronic marketing, communication, order taking, and processing systems up-to-date, functioning, and coordinated. Nothing frustrates this generation more than broken web links, outdated information, or a company’s failure to have even the simplest of electronic tools such as a website.
• Diversity – Be sure to spotlight the various populations you serve through your business. Use your marketing materials, the causes you support, and the individuals you employ to demonstrate the populations you are involved with. If you work with them, don’t forget to include the populations that sometimes get overlooked like the mentally and physically challenged.
• Informality – Go ahead and use their first names when addressing this generation. Unlike the World War II generation (Traditionalists), this group will not be offended by informal means of address. As a matter of fact, if you address them by Mr. or Mrs., they might think you are referring to their parents!
• Self-reliance – Generation X loves to be able to “do it themselves”. Purchasing on-line, using self-check out lines at the grocery store, and being able to renew their library books on-line are just a few of the conveniences businesses have put into place to demonstrate customer service to this generation.

Knowing what core values drive the actions of your customers and the things that motivate them to buy should be an important factor in your marketing plan and customer retention strategy. Analyze your customer base and be clear with your marketing messages. The implications are far-reaching and could result in better customer retention rates for your organization.

To schedule a “Generations In the Workplace” seminar contact us at angela@marketviewpoint.com.

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• Market Viewpoint …helping you see your business through your customers’ eyes.
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Creating the Ultimate Customer Experience: Generation X- Who Are They?

The microwave! What a fabulous invention! It’s also one of the many inventions that has helped to shape Generation X also known as “the Young and the Restless Generation” – the next generation to come under the Market Viewpoint customer retention microscope.

Gen X is made up of 46 million people – a relatively small group when you compare them to the 80 million consumers who make up the Baby Boom generation. Gen X is responsible for $125 billion annually in buying power and the word that best describes this consumer group is – skeptical. Born between 1965 and 1980, they grew up seeing everything being called into question including personal relationships (the divorce rate in the US tripled from 1960 to 1980)  and professional relationships. They had complex childhoods due to the fast-paced rise of technology. Consider inventions such as cable TV, Digital TV, VCRs, video games, fax machines, pagers, cell phones, and the PC – all became an integral part of the way we live during the formative years of Gen X. They grew up during a time when change was constant and frequent.

If you market to Generation X, know that you are dealing with a generation that is resourceful and independent. I like to think of them as the “Lone Ranger” consumer group. They are savvy at figuring things out and their independent manner of thinking makes them easy targets for the lure of the competition.

Knowing what excites your customers and motivates them to buy should be an important factor in your marketing plan and customer retention strategy. Analyze your customer base and be clear with your marketing messages. The implications are far-reaching and could result in better customer retention rates for your organization.

To schedule a “Generations In the Workplace” seminar contact us at angela@marketviewpoint.com.

• Like what you read? Digg, Stumble or Tweet this post!
• Market Viewpoint …helping you see your business through your customers’ eyes.
• Follow Angela Megasko, president of Market Viewpoint on Twitter today! www.twitter.com/AngelaMegasko