Many companies are already struggling to deliver a personalized customer experience with predictive engagement, and this struggle will likely intensify in the months ahead—unless organizations act now. One of the prime factors contributing to the struggle? The growing purchasing power of “Generation Z,” digital natives who were raised in the internet age and are now graduating college and beginning salaried employment.
According to a recent piece in The Drum, 66 percent of Gen Zers believe the majority of the organizations they interact with need to improve their customer experience (CX) strategies. On the flip-side, 74 percent would spend more money with a company that provides a consistent, high-quality CX. With that in mind, below are some key considerations for delivering on these expectations.
As digital natives, Gen Zers tend to be less concerned about sharing personal data. They view it as a value exchange, recognizing that they are likely to get a more tailored customer experience if they provide brands with information about their preferences, browsing history, and more. To capitalize on this opportunity, companies must invest in predictive engagement strategies that aggregate and analyze consumers’ online behavior, predict the outcome these visitors are hoping to achieve, and personalize the interaction to help them achieve those outcomes. For more on the future of predictive engagement, check out this previous APEX of Innovation post.
As evidence of quick response (QR) codes’ renewed popularity, The Drum article offers Coinbase’s Super Bowl commercial—which caused the website to crash after more than 20 million people scanned the QR code. According to the piece, 90 percent of Gen Zers derive value from coupons, targeted offers, and other physical mail communications. QR codes provide them the opportunity to move seamlessly from these printed documents to a mobile environment where they can digitally engage with the brand.
Customizable Digital Documents
Another important consideration for enhancing the customer experience is making bills and other digital documents more interactive. Static PDFs are all but obsolete because they don’t render well on mobile screens and also prevent customers from filtering, searching, and other forms of interaction. This isn’t just a generational thing—67 percent of respondents of varying ages would like to see organizations implement digital documents with customizable sections. In addition, they also expect these documents to include an easy way to link with customer support to dispute a charge, discuss a problem, or resolve a complaint.
You can read more about the importance of these strategies in The Drum article. And if you’re hungry for more content on how technology is enhancing the customer experience, take a look at these previous APEX of Innovation posts.