millennials from the mailing list

Obviously, lots of people are thinking about the rising Millennial Generation – not just those in ministry. And that means we have the opportunity to learn from their work, comparing and contrasting and adding and subtracting as needed to best fulfill the ministry we have received.

A while back, I mentioned a helpful “Maturing with the Millennials” .pdf and webcast from The Economist. (See my thoughts and the links here.) The report was produced in conjunction with a company called Genesys, a customer service consulting company; in the process, I got on their mailing / calling list. (It was interesting to explain to a recent caller who was asking about my “call center” that my “business” is college ministry.)

This week, I got an email from Genesys with a brief “Eight Strategies for Millennial Loyalty.” Millennials are not our “customers,” but they are the people we serve. So I figured it would be a good exercise for me to “translate” their  findings for our world.

So here’s that email with my notes. Hope it’s helpful… and feel free to add your own “translations”!

Hi Benson,

Thank you for your interest in the Millennial customer! As you know Genesys has identified eight strategies as highlighted below that will ensure your Millennial customer receives the service that works best for them.

Eight Strategies For Millennial Loyalty:

1. Get the customer to the right customer service resource, the first time.

Millennials are used to immediate gratification, so hassles are uniquely awkward to them. One way we can serve our students is to smooth their paths to the information they need – like how to choose a ministry, how to assimilate into our group, details of upcoming events, contact info for their leaders, and any other sorts of resources they might need.

2. Support the phone-based, internet, and multimedia channel your customer prefers.

We need to learn our students. Do they prefer texts? Facebook messages? Info on a web site? MySpace? Emails? (Yes, some students may still prefer those latter two methods). Then to serve our students, we may need to “prefer” those things, too.

3. Deliver consistent quality of service, across all channels.

“College ministry” and “consistency” are not regularly found in the same sentence. And because our field draws a lot of pioneering, adventurous types, college ministers aren’t always known for our personal consistency, either.

But this is another way we can serve our students… whether by presenting quality (and updated) information, making timely announcements, planning activities really well, doing what we say we will, or other consistent actions. Whether they notice it or not, this will help our students implicitly trust us more.

(The last 5 tips tomorrow.)


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