Target Customer Strategies

Review the general differences in the generations based on birth years. This may help with understanding target customers: Elder or Mature Generation: These customers would have been born before 1946. Although loyal to country and company products and services, they are more conservative with their spending and are more challenged technologically. Baby Boomers: Born before 1964, but after 1946, these customers are an idealistic lot who are individualistic, demanding, with a positive attitude. Yet they challenge or question authority while venturing to solve problems themselves. Generation X: These customers were born after the Baby Boomers but before 1981. Although self-reliant like the Baby Boomers, they differ in that they are very comfortable with technology while distrusting authority/institutions. They have relationship-building savvy and understand about social responsibility and protection of the environment. The Millennial Generation (or Generation Y): Born after the Generation Xers, these customers are self-confident multi-taskers utilizing multiple interactive devices to interact and exact information from the world. As a result they can be impatient with others who are less technology savvy or unable to match their speedy information processing. Generation Z: This generation was born in the 1990’s and grew up on the Internet using social media. They process information and interact instantaneously. They are independent in their thinking and are used to interacting with a more diverse social group.

Reference

Gibson, P. (2012). The world of customer service (3d ed.). Mason, OH: Cengage. Levit, A. (2015, March 28). Make way for generation z. The New York Times. Retrieved from http://www.nytimes.com

Where would these generations be located on the Customer Life Stages Cycle? (Scroll down to see the graphic)

Stage 1: Young and single

Stage 2: Young marrieds w/children

or without

Stage 3: Middleaged 1) With children; 2) Without

children; 3) Divorced

Stage 4: Older - Married or

Unmarried with or without children