Guest Column | May 2, 2014

Millennial Generation Clients: How To Speak Their Language

Publishers Pressured To Adopt Interoperability Standards For Digital Educational Content

By Tess Rex, Channel Sales Manager, Avero

The Millennial Generation is made up of more than 80 million Americans from their teens to their early thirties, making it larger than any other generation. This means that millennials, otherwise known as Generation Y’ers, are the largest group of consumers, and they’re a force to be reckoned with. They grew up surrounded by connective technology and, as a result, have come away with an eagerness and a curiosity that some view as entitlement and others view as progression.

Regardless of your views on Generation Y’ers, the fact remains that they are too large and too influential to ignore. So, how can you speak the language of the tech-savvy, overly connected millennials who are making such an impact on your business? These eight guidelines will help you stay ahead of the curve:

  1. Prioritize Mobile: No matter your product, you must have a mobile solution. Millennials like to work everywhere and anywhere, and they will gravitate towards a mobile app before jumping into a web browser or approaching a standalone system. Without providing some sort of mobile option, you’re creating a roadblock between you and the largest group of customers out there.
  1. Facilitate Immediacy: Millennials expect to have real-time data and want the ability to get insights on the fly. They grew up being able to Google anything in seconds, and they expect the same when it comes to their data. Providing access to information when they need it and where they need it will solve a problem they don’t even know they have.
  1. Provide Answers: Generation Y’ers want you to tell them what to do by giving them access to actionable data. Data is no longer valuable unless there is a reason to pay attention to it because there is so much out there. Find a way to alert them to what is important and what should be done about it. This will solve a huge point of pain.
  1. Pay Attention to UX: Millennials are used to having their technology designed thoughtfully and intelligently so it isn’t difficult to jump right in. They also want to see progressive-looking products. If you master the art of the predictive user interface and make your products cutting edge, you’ll be way ahead of the competition.
  1. Allow for Customization: Any amount of customization you can sustainably offer to clients will win big. Millennials want their data the way they want to see it, not the way you want them to. Whether it be an inflexible POS interface or an unmalleable tool to access data, millennials won’t stand for it.
  1. Offer Excellent Customer Service:  Whether it’s over the phone, in person, or over the Internet via email or live chat, high-quality customer service is key. Friendly people will go a long way in securing the relationships needed to create loyal clients, and remember: millennials are super connected, and your reputation is vulnerable to their opinions. If you place an emphasis on responsive, empathetic service, you will grow your business with clients who respect you and speak highly of you.
  1. Embrace Social Media: Millennials are the most social generation of all, and you must access them through social media rather than more traditional advertising methods. Peers are key here — a peer restaurant posting positive feedback about your product will go a long way in converting that restaurant’s friends in the industry.
  1. Leverage the Transient Nature of Millennials: Lifetime employment does not exist for Generation Y’ers. They move around, and they do it often, so it’s important to develop a relationship with all of your users. They will be potential prospects again one day, and they will come to you for your products if they feel loyal to you.

DISCLAIMER: This article was written by a millennial.