Millennials & Gen Z: Elevating the Customer Brand Experience
The customer brand experience is all the talk as millennials and Gen Z begin to take over the marketplace. As a result, brands are looking for ways to attract these important consumers through unique and valued experiences.
So what is it that these so sought after millennials and Gen Zers are looking for in the customer brand experience?
Lets take a look.
Both generations are very tech savvy and they are looking for ways to use technology in every aspect of their lives. They want to be able to use the device in their back pocket to make their lives easier and more convenient.
Example: Uber uses a mobile app that allows users to see drivers in their area as well as view the drivers’ profiles and customer reviews.
Social Media is Essential
Social media is used significantly by both generations. They are looking for brands to connect and interact with. Millennials use social media for information and want to interact with different channels. Gen Z likes to use social media to receive offers, incentive and sales notifications.
Example: National Geographic has a dedicated Snapchat team that creates its daily issues on Discover. This team curates content from its digital verticals: news, video, photography, the magazine, travel or adventure.
Service is Redefined
Both generations are do-it-yourselfers. They want self-service opportunities, so they don’t have to rely on others. Everything from grocery store checkouts to self-service cars are creating a splash with these generations.
Example: Millennials like the concept of “collaborative consumption” of certain items a lot more than they do flat out owning a thing. Zipcar has taken this concept and created a business around the idea of sharing a car.
Connection to Brand
Millennials are looking to create a personal relationship with the brands they love. They want to feel like they are a part of a community. Gen Z also craves a connection with brands but want that connection to be centered around shared values.
Example: Converse ensures their customers’ voices and experiences are heard loudly by embracing multiple buyer types and finding innovative ways to market their products as lifelong companions for adventure and individuality.
The Need for Speed
It’s not a secret that the world we live in is getting faster. Millennials and Gen Zers have grown up in this high-speed world and are expecting everything to meet that demand. They want instant gratification and they aren’t afraid to move on if a brand is too slow.
Example: Amazon has invested heavily in their own infrastructure to ensure their page load speeds are the best in the industry. They even offer cloud-based services because they know their infrastructure is the best.
The Desire for Personalization
Millennials and Gen Z both want to feel unique and be looked at as individuals. They are looking for brands that don’t dump them into a broad category but instead take the time to personalize the experience to them.
Example: Netflix is a data-driven company. Having a large user base allows them to gather huge amounts of data to make better decisions and customize the experience to the user.
Opportunities to Make a Difference
Both millennials and Gen Z are full of passion. They want to use that passion to make a difference in the world in which they live. They are looking for brands that share these passions and that are willing to also make a difference in the world.
Example: Toms has created a culture where philanthropy and profit can co-exist and has encouraged customer interaction. Customers can share their stories, experiences and photos as an additional way to raise awareness.
Attracting millennials and Gen Z is essential to the future success of brands in today’s marketplace. Brands need to meet them where they are — where it can make all the difference.