Transcript of "Challenges for managing young customers"
BancSabadell<br />Challenges for managing young customers<br />EFMA’s NGBAC #1<br />Pol Navarro – Head of Direct Channels and Innovation, Banc Sabadell<br />Amsterdam, June 2010<br />
Designing for young customers<br />Design approach No. 1: immediacy. To overcome Generation Y’s fickle attention and broad use of media, firms need to hook Gen Yers in by quickly exposing value and then keeping them interested over time.<br />Design approach No. 2: Gen Y literacy. Because Gen Yers are so influenced by peers and their own communication style, firms need to speak to them authentically and on their level.<br />Design approach No. 3: individualism. Diverse and expressive, Generation Yers respond to experiences that allow them to personalize and customize their interactions.<br />Design approach No. 4: social interactivity. Since Gen Y consumers are very social, firms should consider enabling them to communicate and express themselves.<br />Source: Forrester<br />