CUSTOMER SERVICE

MILLENNIALS TO BOOMERS: SERVE YOUR CONSUMERS

KOLs WEIGH IN ON HOW BEST TO ADDRESS CUSTOMER SERVICE FOR MULTI-GENERATIONAL APPEAL

Shannon Simcox, Associate Editor

PROVIDING FOR the wants and needs of all your consumers can be challenging. Primary care O.D.s cater to a consumer base that largely consists of two massive generations — Baby Boomers and Millennials numbering about 74.9 and 75.4 million in the U.S., respectively, according to Pew Research Center. These generations may have, at times, opposing values. (And let’s not forget about Gen X!) As consumers with varying priorities all vie for your attention, providing great customer service across the board can be daunting.

Here, several O.D.s provide their experiences in appealing to today’s swath of consumers.

THE MILLENNIAL

In the experience of those interviewed, technology is the resounding theme among services that those born between 1981 and 2000 demand from their O.D.s. They point to conveniences, such as text or email appointment reminders and online exam booking, to satisfy the needs of this patient population.

“Instant gratification is No. 1,” says Mike Rothschild, O.D., Carrollton, Ga., pointing to the immediate nature of ordering products online, scheduling online and sharing via social media.

“I think that Millennials crave input from their network,” he says.

To accommodate this desire, Dr. Rothschild’s staff encourages Millennial consumers to take three or four photographs of themselves in their prospective eyewear, and conduct a preference poll among their friends through social media.

“It promotes our products and services to their entire network,” he says. “Plus, it gets them that feedback and support from their group that they like.”

Dave Ziegler, O.D., Milwaukee, meets Millennials’ desires for technology by incorporating an online experience in his office. He created 360-degree videos of the frames he offers. While in the optical, and alongside the expertise of staff, the consumer can flip through various color options on a large HD display, giving him or her the sense of being online.

“Realize that patients want to have an online experience,” he says. “This way they have access to the expertise of my staff, the option of trying on the exact frame they like and viewing the available colors virtually.”

At the same time, Kelly Kerksick, O.D., Columbia, Ill., says not to underestimate the power of a phone call, regardless of the age of the consumer. “Technology is awesome,” she says. “But I think that it would be a mistake to lose sight of . . . connecting with the customer, which is just as valuable, too.”

Janelle Routhier, O.D., F.A.A.O., Dallas, says Millennials’ want to feel connected with the brands they choose. Specifically, she says, they want to know details, such as what the company’s values are and where the product comes from. A question these consumers often ask themselves is: “What can this brand do for me?”

Alan Glazier, O.D., F.A.A.O., Rockville, Md., says: “[Millennials] are very quick to let go of old tried and true ways of doing things and embrace new ways of doing things.”

So, to hook and maintain Millennial patients: Differentiate yourself, Dr. Ziegler says. “Try to find a way of doing it differently.” And tell the story of your frames — and of your practice's brand, he adds.

THE BABY BOOMER

A majority of O.D.s interviewed point to a personal connection as the cornerstone of what those born between 1956 and 1964 are looking for from their O.D.s. For example, Baby Boomers expect to talk to an individual when they call a practice, as opposed to an automated voice service, and to have sufficient face time with the doctor.

Dr. Routhier suggests adjusting your schedule to accommodate the expectations of these consumers. Specifically, she suggests you consider scheduling more time with that Baby Boomer consumer, whom you know from experience to be looking to you to answer his or her questions and provide that authority, vs. that Millennial, who is, perhaps, less demanding of your time.

Patricia Fulmer, O.D., F.A.A.O., Huntsville, Ala., says she emphasizes to staff the expectation Baby Boomers have when it comes to time in the practice.

“We really stress taking time to talk to them; if they need something, absolutely being there to help. Things such as offering, ‘Is there anything we can do before you leave?’ can make a huge impact,” Dr. Fulmer says of directives she gives. “Making sure that [staff] are aware of what those patients really need to feel engaged is key.”

Dr. Fulmer also points to catering to the patient’s lifestyle during education as a way to offer unique customer service. For example, while educating a Baby Boomer, she might offer physical reading material and engage in a more extensive conversation. However, for a Millennial, she might use models that are on an app, pull his or her tests up on a computer and provide him or her with online references.

However, Matt Geller, O.D., San Diego, Calif., says don't assume that Baby Boomers are without technology or lack an interest in it.

“I have had plenty of patients who are in their 60s, and they are on their iPad,” he says.

THE GEN X-ER

Those born from 1965 to 1980 could take on the attributes mentioned for either of the two generations that flank it, according to those interviewed. But, time is a particularly important factor at this stage of their lives, some indicate.

“They are, interestingly, relatable to both demographics,” says Mile Brujic O.D., F.A.A.O., Bowling Green, Ohio, a Gen-X-er himself.

At this point in their lives, these individuals have multiple obligations, both familial and professional, and can be overscheduled, he says.

Dr. Routhier agrees, “They kind of want to just get things done.”

To appreciate this desire, listen and observe the needs of each consumer, and encourage staff to do so as well, says Dr. Kerksick. For example, if a staff member hears that a patient is concerned about finishing her appointment in time to pick up her daughter from school, Dr. Kerksick says she first assures the mom that this won’t be a problem.

“If you put into practice both phases of what you are doing with catering to the Millennials and to the Baby Boomers and blend that together, then Gen X tends to be pretty happy with that,” Dr. Fulmer says. “Blending the one-on-one availability of your staff with the technology protocols, and offering those options to your patients helps to blend that gap that exists between the Baby Boomers and the Millennials in Gen X.”

ALL AGES

In considering excellent customer service, there are universal practices, for example a positive attitude.

“Encourage and keep your staff positive as much as you can,” Dr. Fulmer says. "The attitude of staff members trickles down to how they interact with consumers. If they feel cared about and engaged, they are much more likely to project a warm and caring persona to consumers."

Also, meet or exceed the needs of individual patients. For example, Dr. Kerksick points to engaging and talking to the 70-year-old widow whose appointment may also be a social outing.

Efficient systems and operations that are running on time, are all universal customer service practices, Dr. Glazier adds.

Building trust also is important, regardless of the age of the consumer, says Dr. Rothschild.

“With Baby Boomers, I find that . . . trust is earned one-on-one with individual experiences,” he says. “Millennials are more likely to give you that trust based on reviews that you’ve gotten on the Internet. Millennials are much more quick to trust.”

INDIVIDUAL CONSUMERS

While these tips may present a starting point for appealing to a variety of consumers, each one needs to be taken individually as well.

“ . . . We should never pre-judge individuals on what our personal opinions may be of the age cohort,” Dr. Brujic says.

And Dr. Rothschild notes: “When we lump people into categories like this, you’ve got to be careful not to assume that everybody, just because of when they were born, affects who they are. There is a lot more that goes into it that affects who you are.” OM

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