iWin - by Steve Sivadge      

It seems that no matter how good your product is, without great customer service, it cannot survive.  So how does this affect the way customer service is provided for the   Millennial Generation? 

Instant Gratification and Adaptability are two major characteristics of the Millennial Generation.  Does your customer service offer instant customer recognition in some form or another?   Can I try a version of it right now?  And when I get it, where can I use it?  Can I update it?  Can I keep up with it online?  Does it promote my individuality?

To highlight these characteristics, I would like to look at one of the most iconic products on the market that encompasses the customer service mentality of the Millennial Generation.  The almighty iPod.  Sick of hearing about it?  Get used to it.  It's not going away anytime soon.

Apple speaks/invents the language of the "Millennial Culture" by offering a product (iPod) and a free downloadable service (iTunes) that can be instantly received and infinitely enjoyed.  This is post-modern customer service at its absolute best.

In seconds a song can be downloaded from iTunes and translated to play through your iPod.  Then it can be burned to a CD, hooked up to your car, listened to while you walk, wirelessly transmitted through your computer your home speakers, or plugged directly into your stereo system.  You can even purchase a unit that lets you listen to local radio stations.  As if it weren't adaptable enough already, there are over 12 different iPod products ranging in different colors, sizes, and now... photo storage capabilities.

Here' s the amazing part…

iPod has competitors that, technically speaking, offer similar or even more advanced items. But who and where are they?  Apple has cornered the market on brand loyalty! They pinpoint and capitalize on the individuality, uniqueness, and versatility of their products and services.  Don't believe me?  Ask an Apple loyalist to switch to a different brand. Or worse, try to pry an iPod out of the hands of the addict attached to it.

You may be thinking, "This isn't fair.  They get to sell music." OK, good point, so let's look at one of the most boring things on the planet.  Car Insurance.  Surprisingly, one of the best battles on TV right now is  "Progressive's adaptability and open authenticity vs. Geico's uniqueness and creativity."  I checked out car insurance quotes for fun the other day... sick.

If you are a baby-boomer and you are reading this, you probably prefer acrostics to remember things.  Here's an acrostic for you.   It's easy to remember!  “I”.  It stand for:  instantly inclusive, identity, infinite, individualized, independent, identifiable, inviting, iconic, irreplaceable, interactive, immersion (culturally), internet-savvy, and innovative.

 © Sivadge and Associates, 2005

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