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Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand by Kelly McDonald

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GEN X

Gen X is the diversity generation. They grew up with no firsthand knowledge of the civil rights movement or segregation. They’re also the first true computer generation. Many of them were “latchkey kids” (children of divorced, working parents), so they were alone after school much of the time. They learned to let themselves in at home, make themselves a snack, and do their own homework—all by themselves, with no help from an adult. All of these factors combined to make them very broad-minded, independent, and resourceful. As a result, they feel empowered by data and information as consumers.

To craft a strong and positive customer experience for these individuals, you must deliver the following six things:

  • A demonstrated commitment to diversity: Showcase the diverse talent in your company and the populations you serve through your business. Use marketing materials, the causes you support, and the individuals you employ to demonstrate the various kinds of populations with whom you are involved. Make sure that your company has diverse talent at every level of the organization, not just the entry level. Because Gen Xers grew up with diversity, they want to see groups like women and minorities in management positions.
  • Technical excellence: Make sure your electronic marketing, communication, order taking, and processing are up to date, functioning, and coordinated. Nothing frustrates this generation more than broken web links, outdated information, or a company’s failure to have ...

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