This month, we tap the expertise of Shep Hyken who has been at the forefront of the customer service and experience revolution for decades. He’s helped major companies like Disney and FedEx improve already superior service while helping smaller organizations transform poor customer experiences. A trainer, speaker, and author, his “Amazing Business Radio” podcast and eight books are renowned in the customer service space. Titles include “The Convenience Revolution,” “Amaze Every Customer Every Time,” “I’ll Be Back, The Cult of the Customer,” and his recently released 2023 ACA (Achieving Customer Amazement) Study, sponsored by Five9.

Here, he addresses the importance of understanding the differences among generations when it comes to meeting their wants and needs in optical. 

Counterintuitive

Our research finds that customer experiences are more important to older generations compared to younger ones. While this conclusion is counter to the typical narrative that younger generations have higher standards, it doesn’t mean that service isn’t important to younger people; we simply need to keep each generation's priorities in mind.
 
To show the differences and similarities among these demographics, here’s a look at three of the top customer service areas in your optical and their importance to consumers of all ages:

• A convenient and hassle-free experience: While 94% of baby boomers and Generation Xers say convenience is important, just 88% of millennials and 87% of Generation Z consumers agree.
• A helpful and kind staff: At 94%, Gen X consumers find staff demeanor more important than their peers, followed by 92% of baby boomers, and 87% of both Gen Z and millennial shoppers.
• Staffers who are knowledgeable about products: A priority in optical, it’s Gen X (at 95%) followed closely by baby boomers (at 94%) who prioritize savvy staffers the most. Interestingly, Gen Z (at 88%) now finds staff know-how more important than their younger millennial cohorts (86%). 

The Importance of Price

Whether it’s about eye care and eyewear or another category altogether, is customer service more important than price? Nearly half (48%) of respondents from all generations say “Yes.” Looking at our past research, that’s down from 58% in 2022 and 57% in 2021.
 
You can interpret this trend in two ways: The current economy is making price more important than usual, or a good customer service experience is becoming more of a standard expectation rather than something special.
 
When asked if great service made price less important, only 41% of baby boomers agree, making them the most price-sensitive generation. That compares to 48% of Gen Xers, 51% of Gen Z shoppers, and 52% of millennials who say price becomes less important in the face of superior service.

Second Chances

Consumers of all ages are becoming less tolerant of poor service. Two years ago, surveyed shoppers said they’d give a business that they had previously been loyal to 3.4 chances to do it right. This year, that number is down to 3.1.

Though younger shoppers are the most accepting, even their year-over-year tolerance level has decreased. Take Gen Z, for example. Two years ago, they reported they’d give a business 4.2 chances. But now, their tolerance is down to 3.5 chances in 2023.
 
Baby boomers, on the other hand, remain steady in their lack of tolerance, even for their favored suppliers. This older generation gave businesses they’d been loyal to 2.5 chances two years ago, compared to 2.6 chances both this year and in 2022. That’s an important number to take to heart, especially because this generation is the traditional mainstay of many eyecare practices.

Value of Social Causes

This is one area that’s become increasingly important to consumers in every age bracket...except baby boomers. Nearly half (43%) of shoppers surveyed believe it’s important that companies support social causes.
 
Causes are most important to Gen Z (53%) and millennials (52%). Both agree that commitment to a cause influences their patronage. Their opinions are in stark contrast to older consumers, however, with just 35% of Gen Xers and 29% of baby boomers reporting that they are influenced by whether a business they frequent is committed to a cause.

Something to Talk About…

That’s the name of the Grammy-winning song Bonnie Raitt released back in 1991, but isn’t it also what you want for your practice; to have customers and patients talk about and return for your unforgettable experience?
 
As an eyecare professional, you spend a lot of money to get people to purchase what you present to them. When you carefully manage and curate how customers are treated throughout that journey, as well as after the sale, you get them to not only talk about you, your products, and your practice to friends and family, but you also encourage them to say, “I’ll be back!”

“Our research finds that customer experiences are more important to older generations compared to younger ones. This finding is counter to the typical narrative that younger generations have higher standards.” —Shep Hyken