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

2. “If the different generations are to thrive – not just survive – we need translators and interpreters rather than declarations of war.” – Mary Pipher 2 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 3

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 4

5. 5 “Parents often talk about the younger generation as if they didn't have anything to do with it.” -Haim Ginott

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 6

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 7

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 8

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 9

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 10

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 11

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 12

13. Comparing Apples to Oranges TVPPA Customer Service & Communications Conference November 16, 2011 13 TraditionalBaby BoomerGeneration XMillennial ResourcesRadio and Newspaper Newspaper and Television Television and Internet Internet and Social Media CommunicationHandwritten correspondenceTelephoneEmail Text/Instant Messaging SpeedDays - WeeksHoursMinutesSeconds

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 14

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 15

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 16

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 17

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 18

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 19

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 20

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 21

22. Danette Scudder Member Services Manager dscudder@tvppa.com 423.648.2474 dscudder@tvppa.com 22 TVPPA Customer Service & Communications Conference November 16, 2011