Quick Tips for Increasing Sales      

Customer Service - Generation X - by Steve Sivadge:      

I could have sworn I heard the NIKE mantra whispered in my ear as I opened REI’s (the outdoor gear specialists) doors.  Then again, as I tried on the boots.  “Just Do It…Just Do It.”  Finally, somebody is speaking my language.  As a Xer, any place that allows me to pitch a tent and try out gear on a climbing wall is speaking my customer service-love language. The question I find myself asking is, “Why did it take so long for retail to learn from wineries and their wine tasting?”

JUST DO IT      

These three words are not just a nice marketing slogan.  These words speak of meaning and purpose to the Xer.  Understanding what is meaningful and valued by the Xer will make your company the epitome of customer service to the 22-41 age group.  Let’s take a look at each word and what they mean to the Xer.

“Just”      

Xers are generally sarcastic in their view of reality.  They are products of irony.  Many Xer parents had it all, yet sacrificed their kids for the ‘all.’  This background has greatly influenced the values of sarcasm and authenticity in them.  They have heard all the ‘talk’ and simply just want to see the ‘walk.’

Customer Service Tip:  The Xer wants a service that will just simply “get ‘er done.”

“Do”      

The founders of the X games find meaning in experience and practicality.  Xers desire to have their practical skills acknowledged and utilized.  They will not be apathetic if a company allows them a practical experience.

Customer Service Tip:  The Xer wants to experience your products/services.  Hint-Use five senses prolifically.  Your service needs to scream in word and deed an answer to the question-“How?”

“It”      

At the core, Xers live up to their reputation when it comes to the title of their generation—“X.”  They grew up in relativism.  Practically anything was accepted morally, economically, politically and socially.  Therefore, they developed a relativistic, pragmatic approach to life.  Xers are very fluid in their perceptions of brands and services.

Customer Service Tip:  Xers are very value-centered when it comes to their service.  If the service matches their values (e.g., authenticity & experiential), they will return.  Brand does not necessarily bring meaning and identity to the Xer. 

From 2010 through 2040, Gen X will be spending a good portion of their income on the service industry.  Xers will be coming into their greatest disposable income years, so now is the time to “Get ‘er done” when it comes to your customer service strategy for Gen X. 

© Sivadge and Associates, 2005

“Helping companies identify better prospects, close more sales, and profitably build more long-term customer relationships”