Opinion: Generational differences alter customer service

They can hardly get her out of bed. She doesn’t seem motivated. Her grades are so-so, and she puts her term papers off to the last minute. They are afraid she won’t be able to get into college, and they wonder what will become of her.

Whoa! I’m having a flashback. Her description was me to a “T” at that age!

I hastily wrote back that there is a definite chance that this kid will develop a work ethic, get up on time and might even get a master’s degree. I had just the example to prove my thesis. I looked in the mirror and remembered a 16-year-old who loved to read and learn but hated high school.

My friend’s story about her teenager demonstrates some of the differences in the workplace: As we age, we become more and more distressed with those younger and older than we are.

Today, for the first time in history, we work in an environment where there are four generations:

• Generation Y (also called Generation Nexter), 1981–2002. They are realistic and demand collaboration on the job.

• Generation X, 1965–1980. They are skeptical and believe that “freedom is the ultimate reward.”

• Baby Boomers, 1946–1964. They are optimistic and competitive. They have been called the “me generation.”

• Traditionalists (also called War Generation), 1922–1945. They are loyal and have a strong work ethic.

Think of a bank. A teller might be 18 years old. The loan manager is 40. The bank manager is 55, and a bookkeeper is 75 years old. These people have different everything: songs, memories, books, goals, work ethic and much more. Consider that there would be a 57-year difference between the teller and the bookkeeper. They don’t have anything in common. One could be the other’s great-grandmother!

Throw the average customer into this mix.

A 20-year-old Gen Y is waiting on a Traditionalist. The Gen Y has a nose ring and a tattoo. The Traditionalist can hardly decide what to order, as she is so disgusted by all the body decoration. A baby boomer is told by a Gen X that his loan has been refused. All he can think is, “This kid is the same age as my son.” A baby boomer tells a Gen Y customer that there are no returns – no exceptions. The Gen Y thinks: “Brother! Just like my parents!”

You can’t do anything about customer attitudes as they come into your place of business.

You can, however, train your staff so they are better able to deal with a variety of ages.

In my customer service training, this is one of the areas that always sparks a lot of interest. There are generational differences you should cover with your staff (much information is on the Internet) or hire an outside trainer to do so.

Here are six tips that should help:

• Make generational differences a part of your customer service training. There are great quizzes, articles and examples on the Internet that will make your explanation come alive. Keep these principles in mind as you hire as well. You can have prospective staff interview with a few people of different ages to gauge their interaction skills.

• Train in basic business etiquette. For example, you shouldn’t call an older person by his or her first name until given permission. “Hi, guys,” is an appropriate greeting for a basketball team, but not for a man and wife waiting to meet with their lawyer.

• Turn down the speakers. There is a makeup counter in one of the local department stores, which I will never visit because of the blaring music. What is really irritating is to visit this store at Christmas and hear carols and hip-hop at the same time. Being sensitive to all ages is part of customer service. My mother, a Traditionalist, left the best hair cutter she ever had because she hated the music and was too shy to say anything about it. If you are appealing to one age group only, not to worry. If you want a wide variety, check the dials.

• Show that you care. Get beyond the nose ring and remember that the person standing in front of you is both a human being and a customer. The best way to demonstrate care across generations is listening. Take the time to hear what the customer is saying.

• Be sensitive to the needs of others. I was waiting for my father at a clinic a few months ago and watched elderly people at the billing window. There were no chairs, and they had to stand. All were in this clinic due to a physical problem, but the clinic management was insensitive to the needs of their patients.

• Remember that customers would prefer to deal with someone their own age. For that reason, hire employees of all ages.

The great writer Pearl S. Buck said this about age: “You can judge your age by the amount of pain you feel when you come in contact with a new idea.”

Embrace new ideas today.

Sinara Stull O’Donnell is a professional speaker and writer through Springfield-based SinaraSpeaks. She is the author of “Be The Star Of Your Life: Are You Ready For Your Close-Up?”