Bridging Generations: How Personalization and Proactivity Shape CX

Verizon customers make up more than a third of the U.S. population. They come from nearly every age group and they reach out to us in many ways. They visit our stores, find us online, call us on the phone — or use a combination of those touchpoints. As they pick their own path on their journey with us, it’s important that we give them the best experience possible, where and whenever we meet.

We know from our recent Consumer Connections Report that people 35 and under prefer to buy from us via our apps or online. And our customers over 55 prefer the in-store experience.

It’s no surprise, age does matter. Though generational groupings can be imprecise, younger people tend to be more comfortable in the digital world. They've been navigating their lives online since childhood. And older generations tend to pick up the phone or visit a store, preferring the hands-on approach. My wife, for example, though she’s digitally savvy, likes to go to the store. My kids, on the other hand, may rarely set foot in a Verizon store.

We have about 6 million interactions with customers every day. We get 200,000 store visits, 300,000 calls or chats with our agents, and 5.4 million interactions on our mobile app and website. There are no limits to how our customers choose to get in touch. However, there’s one thing all customers can agree on, no matter their age or generation — they want their problems solved quickly and on the first try. They want companies to earn their loyalty by providing productive, rewarding experiences.

Here’s a strategy to please everyone from every generation. It starts with the two Ps: personalization and proactivity.

Related story: From Aisles to Insights: The Role of Retail Data in Loyalty and Experience

Personalization

Your customers are not strangers. In fact, they expect you to know a lot about them. Beyond names and addresses, they want you to know what products they like and what issues they’ve previously encountered. It’s important to build on what you already know rather than starting at square one every time.

Verizon’s approach, for example, starts with an assist from artificial intelligence, which can gather information and provide a map of the customer’s journey. We see that a customer is eligible for an upgrade, perk or loyalty discount. We’re able to link them to promotions they're interested in or experiences they might be qualified for. Using what we know to personalize the experience helps reinforce an emotional bond.

Not only is this an effective retention tool, but it will also give companies a competitive edge over rivals that fail to make their customers’ experiences rewarding.

Proactivity

To take personalization a step further, you need to be proactive.

You should have a very good idea of why a customer is reaching out to you. In fact, you could beat them to it by proactively checking in with customers before they need to contact you. You might see they’re trying to activate a coupon or report a problem with their service; you should have enough forewarning to predict the situation. If you can’t reach them first, at least have a solution ready to deliver a happy outcome. Make the customer feel valued and seen. If you can accurately anticipate and provide a resolution, you will build on a lifelong emotional connection.

You won that customer in the first place because you have a superior product, and they have an attachment to your brand. Don’t squander that. Try making the digital experience a home run. If it’s at the store, make it a special place.

The modern customer experience is all about personalization and proactivity. Whatever their age or generation, whatever channel they choose to reach you, whatever time or place they pick, you need to delight them by delivering something so good that they remember it and want to come back.

Every interaction is an opportunity — every connection, every solution to a nagging technical issue, every face-to-face encounter in-store. These moments matter. They aren’t just customers; they should feel like part of the family.

Brian Higgins is chief customer experience officer, Verizon Consumer Group.