IGNITE Your Business. Kevin Rohlwing Senior Vice President of Training. Wes1n Stonebriar Resort April 17, 2015 Frisco, TX

Transcription

1 IGNITE Your Business Wes1n Stonebriar Resort April 17, 2015 Frisco, TX Kevin Rohlwing Senior Vice President of Training

2 Customer Service 1. Know who is boss. 2. Be a good listener. 3. Iden1fy and an1cipate needs. 4. Make customers feel important and appreciated. 5. Help customers understand your systems. 6. Appreciate the power of Yes. 7. Know how to apologize. 8. Give more than expected. 9. Get regular feedback. 10. Treat employees well. Source: About.com Ten Commandments

3 Knowing Your Customer Every customer is different so they can t be treated the exact same way. The best way to determine how each customer should be approached is to consider the quali1es that each genera1on shares. By looking at customer service from a genera1onal perspec1ve, retailers can meet their needs and create a posi1ve experience with every transac1on.

4 Tradi6onal Genera6on Born between 1922 and 1945 and hold three- quarters of the na1on s wealth. They value conformity, authority and rules with a defined sense of right and wrong. Command- and- control leadership with hierarchical organiza1onal structures. Source: Value Options

5 Tradi6onal Genera6on Team Players Indirect in Communica1ng Loyal to the Organiza1on Respect Authority Dedica1on and Sacrifice Duty before Pleasure Obedience Respond Well to Direc1ve Leadership Seniority and Age is Correlated Adherence to Rules Mo1vated by Self- Worth Not very Risk Tolerant Prefer Personal Contact Source: United Nations

6 Tradi6onal Buyers The Internet is s1ll new for a lot of them, so any informa1on received online must be easy to access. They are used to doing more with less so the brand may not be as important, but any change has to make sense. Feel the most comfortable when there is a sense of order and direc1on, so don t appear to be rushed. For mul1- genera1onal family- owned businesses, this group wants to say they ve been doing business for years.

7 Genera6onal Quali6es Percentage that agree which generation is best at displaying a characteristic.! Source: Ernst & Young

8 Baby Boomers Born from 1946 to 1964 and experienced drama1c shics in educa1onal, economic and social opportuni1es. Value the freedom to make individual choices and the importance of being part of a team. Group decision- making is the best prac1ce for a collabora1ve effort to achieve the goal. Source: Value Options

9 Baby Boomers Big Picture/Systems in Place Bring Fresh Perspec1ve Do Not Respect the Titles Disapprove Absolutes and Structure Op1mism Team Orienta1on Uncomfortable with Conflict Personal Growth Live to Work Health and Wellness Personal Gra1fica1on Mo1vated by Salary Prefer Telephone Contact Source: United Nations

10 Boomer Buyers Gehng a lot more comfortable with the Internet so the search tool has become another tool in their tool box. Brand and service recommenda1ons are important, but they are more open to change when it is explained with integrity and common courtesy. They understand value and are willing to spend a liile more if they feel they are gehng something in return. Not in a hurry to make a decision and will ocen conduct thorough research prior to making a purchase.

11 Genera6on X Born 1965 to 1980 and pushed toward adulthood since both parents worked. Looking for balance between work and life, they work to live not live to work. Very independent that learned how to figure things out for themselves. Source: Value Options

12 Genera6on X Posi1ve Ahtude Impa1ence Goal Oriented Mul1- Tasking Think Globally Self- Reliance Flexible Hours Informal Work Environment Just a Job Techno- Literal Informal- Balance Give them a lot to do and Freedom to do it their way Ques1on Authority Mo1vated by Security Prefer E- mail Contact Source: United Nations

13 Gen X Buyers They want to solve the problem as quickly and efficiently as possible so they get back to their lives. Looking for someone to build a rela1onship and develop trust for auto maintenance so they don t have to worry about it. Understands value, but the ul1mate decision may rest on other factors such as safety or economy. Will conduct research via mul1ple plamorms and weigh all of the informa1on before making a decision.

14 Genera6on Y Born from 1980 to 1994 have grown up in the era of technology. They expect everything immediately and have been nurtured and protected by their parents. Work is temporary and unreliable so it just needs to work for them.

15 Genera6on Y Confidence Sociability Morality Street Smarts Diversity Collec1ve Ac1on Heroic Spirit Tenacity Technological Savvy Lack of Skills for Dealing with Difficult People Mul1- tasking Need Flexibility Mo1vated by Maintaining a Personal Life Prefer E- mail and Text as Contact Source: United Nations

16 Gen Y Buyers Ruled by the informa1on on the screen in front of their face. Want to be entertained and if valuable informa1on is a by- product, then it s a major win for retailers. Will use technology to get the best price since that is the most likely goal. More reliant on recommenda1ons from friends and family since they don t have as much experience as a consumer or independent thinker.

17 The Next Genera6on Tradi1onal Genera1on (69+) Baby Boomers (50-68) Genera1on X (38-49) Genera1on Y (20-37) Genera1on Z (<19)

18 The Popula6on Tsunami Half of America s popula1on belongs to Gen Y and Gen Z! 25.9% 10.5% 23.6% 24.5% 15.4% Source: U.S Census Bureau, 2012 (via Mintel 2014)

19 Gen Y vs. Gen Z Tech Savvy: 2 Screens Slack1vists Mul1- Cultural Tolerance Immature Genera1on Y Communicate with Text Share Stuff Now Focused Op1mists Want to be Discovered Tech Innate: 5 Screens Ac1ve Volunteers Blended (race & gender) Togetherness Mature Genera1on Z Communicate with Images Make Stuff Future Focused Realists Want to Work for Success

20 Genera6on Z Shopping

21 Genera6on Z Online

22 Connec6ng with Gen Z Understand they are very diverse. Talk in images: symbols, pictures, videos. Communicate more frequently in shorter bursts of snackable content. Don t talk down to them, talk to them as adults. Assume they have opinions and are vocal.

23 Connec6ng with Gen Z Op1mize your search results (they do a lot of Internet research and purchasing). Talk to them about value (they care about the cost of things). Include a social cause that they can fight for. Show them you are environmentally sustainable.

24 Connec6ng with Gen Z Find ways to tap into their entrepreneurial spirit. Be humble. Give them control and preference sehngs. Collaborate with them and help them collaborate with others. Help them build exper1se.

25 Customer Service/Sales More buyers are recognizing the power of informa1on and how it can save them money and improve their lives. Consumers are increasingly using the Internet to conduct research prior to making a major purchase. People in general are accustomed to having everything at the finger1ps so they want it now. Rela1onship transac1ons are likely to fade away as Genera1on Y comes into power and Gen X re1res. What type of buyers will Genera1on Z turn out to be?

26 Thank You! Kevin Rohlwing Senior Vice President of Training , ext. 110