TVPPA Customer Service & Communications Conference November 16, 2011

1. Bridging the Customer Service Generation Gap TVPPA Customer Service & Communications Conference November 16, 2011

2. “If the different generations are to thrive – not just survive – we need translators and interpreters rather than declarations of war.” – Mary Pipher TVPPA Customer Service & Communications Conference November 16, 2011

3. Defining Ourselves What Defines A Generation? • Groups of people marked by the year of their birth • And, their subsequent value system influences TVPPA Customer Service & Communications Conference November 16, 2011

4. It’s Not MY Fault… What Shapes a Generation? A common set of social and historic events that impact attitudes, ambitions and world views • People • Places • Things • Events TVPPA Customer Service & Communications Conference November 16, 2011

5. “Parents often talk about the younger generation as if they didn't have anything to do with it.”  -HaimGinott TVPPA Customer Service & Communications Conference November 16, 2011

6. Know Your Audience There are 4 Generations of Consumers: • Traditional (1928-1945) • Baby Boomers (1946-1964) • Generation X (1965-1980) • Millenials (1981-1999) TVPPA Customer Service & Communications Conference November 16, 2011

7. Traditional Generation (1928-1945) Characteristics & Values: • Dedication, sacrifice, hard work, conformity • Law & order, respect for authority, patience, delayed reward, duty before pleasure • Honor, loyalty, tenure TVPPA Customer Service & Communications Conference November 16, 2011

8. Baby Boomers (1946-1964) Characteristics & Values: • Optimism, team orientation, personal gratification • Health & wellness, personal growth, work involvement, individuality • Exploring creative retirement, forever young TVPPA Customer Service & Communications Conference November 16, 2011

9. Generation X (1965-1980) Characteristics & Values: • Diverse, global thinkers, balanced • Technological, fun, informal, detached • Self-reliant, pragmatic, skeptical, entrepreneurial TVPPA Customer Service & Communications Conference November 16, 2011

10. Millenials (1981-1999) Characteristics & Values: • Optimism, civic duty, confidence, achievement • Sociability, morality, street smarts, diversity • Automation in every aspect of life • Nurtured, do not want to be lumped with Gen X TVPPA Customer Service & Communications Conference November 16, 2011

11. Events of the Day 1940’s – 55% of all households have indoor plumbing, the use of penicillin revolutionized medicine, working mothers and the introduction of the refrigerator led to the invention of the frozen/tv dinner, commercial television is offered with 13 channels, the first digital computer was completed weighing 30 tons and standing two stories high 1950’s – television became the dominant mass media outlet TVPPA Customer Service & Communications Conference November 16, 2011

12. Events of the Day 1960’s – Space Race 1970’s – introduction of the floppy disk and microprocessor, VCR, video games, test tube baby, first email, barcode scanner, laser printer, electronic book 1980’s – IBM PC, Apple Macintosh and Microsoft Windows invented, introduction of the VCR into homes 1990’s – World Wide Web and internet protocol invented TVPPA Customer Service & Communications Conference November 16, 2011

13. Comparing Apples to Oranges TVPPA Customer Service & Communications Conference November 16, 2011

14. The older generation thought nothing of getting up at five every morning - and the younger generation doesn't think much of it either.  -John J. Welsh TVPPA Customer Service & Communications Conference November 16, 2011

15. Meeting and Exceeding Expectations Traditional Generation: Values Based Customer Service • Dedication, sacrifice, hard work, conformity = consistent service • Law & order, respect for authority, patience, delayed reward, duty before pleasure = give them time to make decisions • Honor, loyalty, tenure= call them sir or ma’am, thank them for their patronage with a personal touch – show genuine interest in them TVPPA Customer Service & Communications Conference November 16, 2011

16. Meeting and Exceeding Expectations Baby Boomers: Values Based Customer Service • Optimism, team orientation, personal gratification = be solution oriented – time is valuable and they want a solution now, be positive and find the bright side of every situation • Health & wellness, personal growth, work involvement, individuality= treat them as individuals and emphasize personal relationships TVPPA Customer Service & Communications Conference November 16, 2011

17. Meeting and Exceeding Expectations Generation X: Values Based Customer Service • Diverse, global thinkers, balanced = treat them as equals regardless of differences • Technological, fun, informal, detached = show respect in an informal manner – no sir or ma’am, be relaxed, use technology whenever possible – keep printed documents to a minimum • Self-reliant, pragmatic, skeptical, entrepreneurial = give them time to ask questions and obtain information TVPPA Customer Service & Communications Conference November 16, 2011

18. Meeting and Exceeding Expectations Millenials: Values Based Customer Service • Optimism, civic duty, confidence, achievement = keep evidence of volunteer activities and philanthropic involvement visible, have flexible options, customizable plans • Sociability, morality, street smarts, diversity = do not try to influence their decisions • Automation in every aspect of life = appeal to their tech savvy and accustomed pace of getting information, don’t expect same type of personal relationships TVPPA Customer Service & Communications Conference November 16, 2011

19. There is nothing wrong with today's teenager that twenty years won't cure.  -Author Unknown TVPPA Customer Service & Communications Conference November 16, 2011

20. Building on Shared Values All Customers Want: • To be treated with respect • To be acknowledged and appreciated • To be treated as an individual • To make informed decisions TVPPA Customer Service & Communications Conference November 16, 2011

21. Acknowledging the Differences Generational Disparity in Expectations • Need for conformity versus Desire for options • Level of formality • Forms of communication and resources • Speed of information and decision making TVPPA Customer Service & Communications Conference November 16, 2011

22. Danette ScudderMember Services Managerdscudder@tvppa.com423.648.2474 TVPPA Customer Service & Communications Conference November 16, 2011