If Your Brand’s Future Is in the Hands of Millennials, You Should Be Worried
As marketers, we spend an inordinate amount of time developing strategies and executing campaigns to increase leads into the sales funnel, nurture leads, upsell, cross-sell and retain customers through elaborate loyalty programs. But as any experienced marketer also knows, a monthly churn rate can often outstrip the acquisition rate — effectively losing customers faster than you’re gaining them.
Want to know why?
Forget the ridiculous phone research surveys (those alone make me want to leave my new automobile manufacturer). Or the online survey interrupters that pop up in the middle of searching for that beautiful little, black dress (“We’d love your feedback!” — um … stop bugging me while I’m still shopping, for starters…).
Nope. I’m here to tell you the problem is what’s going on at the retail level. And, if my colleague’s recent experience at a Comcast/XFINITY store is any indication of our future generation of customer service reps, then all brands are in trouble.
If your brand’s future is in the hands of millennials, you should be worried.
It seems that most customers are in a store on their way home from work because when she entered at 5:30 pm, she was not surprised that there were 20 people ahead of her. So why was there only ONE person servicing the floor?
Every so often she’d see someone (yes, a millennial) come out from the “back,” take a look around at the hoard of customers waiting, and scurry back from whence they came.
When she boldly inquired why the rep was working alone, she was told there were 5 – 6 others working in the back counting cash (… um, can you say “hold up?” Apparently this gal missed the training module ‘What not to say to a customer’).
After my colleague got home and the brand new remote she just picked up didn’t pair with the brand new XFINITY box (that’s a customer service/retention story for another day), she had to return to the store the next day — and wait with the rest of the unwashed masses that were being serviced by one cashier.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.