Staying Relevant Throughout Generations:
Identifying Customer’s Communication Preferences.

It’s interesting how the generation gap can define us in different ways. Some people seem to have a unique ability to catch the wavelength of whichever generation they are currently in, while others might feel like they’re stuck in a Dorian Gray-ness. One can imagine how my daughter might tease by calling me a “millennial” every now and then.

What defines generations and within which boundary do you find yourself in? Let’s explore.

Baby Boomers: Born between 1945 to 1964
Generation X: Born between 1965 to 1980
Millennials: Born between 1981 to 1996
Gen Z: Born between 1996 to 2012

The digital health in Malaysia seemed robust as reported according to statistics found earlier this year, that there are 33.03 million internet users with internet penetration at a whopping 96.8%, with the social media segments seeing 26.80 million users – that’s equivalent to 78.5% of Malaysia’s total population. A significant number to note is the active cellular mobile connections users which increased more than 100%, standing at 44.05 million users, source by Simon Kemp – Datareportal.

The beauty of today and the future is, age doesn’t matter when it comes to individual experiences on how one immerse in technology. Different people experience it one way or another, just in different contexts. Your journey in exploring technology will differ from mine, what more when it comes to generation-types?

The secret each business owner would like to uncover is how one can capitalize and use this experience to their advantage. Breaking it down by generations!

💼The Baby Boomers

Those born within this era, would have never imagined that technology could have accelerated and come thus far, and what it takes to catch up with the latest. However, they are slowly learning how to use these technologies.

Many who are entering in retirement or have been retired by now, prefer a more physical presence when meeting up with family and friends. Either they are single in old age, or having children who are working in the city leaving them to fend for themselves. Having said that, there are, however, more and more baby boomers indirectly forced to be independent in learning how to use technology in their daily life.

Don’t get the wrong idea that these might not be your target market. They can be a small group of high-valued-customers. With either the wealth they have amassed or children who are willing to spend to ensure their parents are well-taken care of.

Pharmaceutical industries should capitalize these groups of generation with AI-powered chatbots. They can be tech-savvy but require more time, patience as well as additional assistance in learning, re-learning the steps daily. An AI-powered chatbot can help with repetitive tasks, for example reminding them of their monthly or even weekly doctor’s appointment, or keeping count on the medication supplies that they might require to top-up. Or when they need help in seeking answers to repetitive FAQs over and over again.

❎Generation X-ers!

Who are the Gen X-ers now? Many are seasoned SME owners within the Malaysian landscape, should they not be business owners, they are most likely to be within the new cohort of “C-Suite ” ranks in the Corporate World and are the main decision makers in companies. If not the C-Suite’s, most Gen X would be in some form of leadership roles within the workforce.

They are known for the good ol days from the 80’s to 90’s music and fashion, entering and surviving through Y2K, this generation have experienced the best of both worlds. Pre and post digital acceleration. They are also one of the age groups found to accord high-level loyalty towards their favorite brands. Hence loyalty programmes work best with Gen X who enjoy getting perks and rewards in exchange for brand loyalty.

Willing to receive or search for information via online, verify the information before seeking a physical connection by voice call or a visit to address the need – is how many Gen X would seek out CX services to solve their issues or questions. With an Omnichannel powered CX platform that provides 360 view, integrating all the information onto a single platform is best to serve Gen X’s needs.

They are able to discern the disjointed communication should a service not provide accurate confirmation/information, and might result in loss of confidence. A business would then have to spend 3 to 5 times more in effort to regain their support. Why wait till one reaches that stage?

🦾Millennials & Gen Z

The current most tech-savvy and visual driven comparatively to the generations above. They grew up with technology at their fingertips. What’s a Floppy Disk or even a CD ? Is what you might expect the younger Gen Z’s to ask. Hence, when encountering a problem solving matter, normally voice call would not be the first go to option. Instead they either turn to YouTube for visual advice, “googling” information and even turning to social media sites like Instagram (IG), TikTok in search for solutions. A voice call to a CX service is the last option for many.

Are they as loyal? They can be, however they are also more open to accepting competitor brands should the value be equally good. They thrive on speed! The brand or service which is able to answer their needs first wins this race! GWI reports, one in every three Gen Z follows a brand they like or will follow a brand they might consider using social media.

Millennials are already in the workforce, whereas Gen Z there are many being nurtured to join in the workforce and those born within the “2000 to 1997” are already contributing to the economy. How will your brand withstand this test in time? Will you be the preferred choice? The super users of this generation require speed! They tend to have a habit of reaching out to all channels via email, social media, or chatbots for just that one question, leaving the systems to work and see which channel will come back with the fastest AND most accurate answer. Rightly so, why not when all channels are available with just a type and copy paste of the questions instantly to different channels?

The right time to invest in AI Powered Omnichannel has never been more urgent, the system is able to assist in linking all channels, via website Generative Ai powered bots such as Accordia’s ACE = Automated • Conversational • Empowering chatbot, messenger apps, WhatsApp or WhatsApp for business, and Twitter. Allowing you to reach out in CX support, part of a targeted marketing with short visuals and links on promotion, linking to social media pages or even websites for seasonal or specific targeted campaigns or ad-hoc promotions due to surplus of inventory, for example.

It’s always important to sit back, read and study on the current progress and trends by which each generation is adapting to. Technology will only improve, however the human side of habits shaped by experiences is what defines generation to generation.

By understanding each generation’s behavior, one is able to implement the perfect strategy assisted via AI-powered Omnichannel CX. Allow technologies such as Accordia’s ACE which can read – adapt – and remember what each individual preferences. The technology is able to transcend through time, and will only be better with the amount of data collected and ready to be used at your fingertips. Let the technology work for you and your team, as you work towards a successful Customer Service experience for your clients.

Curious to find out how Accordia’s generative ai powered A•C•E chatbot able to do it for you?