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Opinion CSat Strategy

Tackling Customer Satisfaction in a MultiGeneration, Multi Platform Reality

Customer satisfaction is now a multi-generational, multi platform challenge -- the question for companies is whether they are tackling the challenge with that perspective. JD Power's satisfaction study of the retail banking industry reveals that exact challenge -- and it's a wake up call for all industries to switch to a segmented approach to tacking customer satisfaction.

The generational challenge

With the emergence of Gen Z as the newest adult generation, companies again find themselves adapting to another different paradigm. Having grown up with mobile, online and social as normal parts of everyday life, this new generation puts pressure on brands to deliver on those channels. Where mobile and social could be argued to be optional with earlier generations (to varying degrees), that luxury no longer exists. 

A company which is not on mobile and social media is a disconnected brand to Gen Z. I can't think of one company that would be happy with that label. So suddenly the pressure has increased to leap forward on communications infrastructure and platform readiness. A double segmented approach The challenge facing brands now is to tackle a target (CSat) which is moving on two dimensions. Aside from generational differences, the expectations that need to be met vary by platform. Where usability on Facebook is not a brand level challenge (Facebook controls it), on mobile the brand owns the entire experience.

The two big decisions are:

1. Prioritizing platforms

Which ones have the most importance for the short, medium and long term growth of your business? How does your company stand in its industry? Are there other companies (outside your direct competition) that are setting the standard in the minds of your customers?

2. Targeting generations and other segments

There's virtually no point having a one-size-fits-all approach to customer satisfaction. It's a recipe for failure where resources get spent but no one is satisfied fully. Again, the key is prioritizing segment / platform combinations for optimzation -- while maintaining a minimum standard across all combinations.

May 5, 2015  
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Achieving customer satisfaction has never been more complicated -- with so many generations of customers (Boomers and Gen X, Y and Z).  Throw in a multitude of communications platforms and the problem gets even more complex.

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