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Flooded with stimuli, overwhelmed by offers and demanding the fulfillment of wishes:
Generation Z, born between 1995 and 2010, presents companies with new challenges and opportunities. The first Expert Talk by aiaibot in Dübendorf at the end of November 2023 provided an overview of the needs of the new customers and employees and outlined successful strategies.
Whereas sales used to be about presenting products and their features, Generation Z is focused on completely different aspects. «Es geht um Moods, Feelings und Aesthetics», explained Yannick Blättler, CEO and founder of the Lucerne-based marketing and communications company NEOVISO AG, which specializes in Generation Z. «Whether in marketing or employee recruitment - inspiring multichannel experience management requires authentic content that is passed on within the target group.» The smartphone is of paramount importance here. Yannick Blättler: «60 percent of Gen Z spends three hours or more with it every day.» According to surveys by NEOVISO, videos are the number one way of communicating information. Social platforms such as Snapchat, Instagram, TikTok and YouTube are correspondingly important.
«Don't think in terms of products. Vibes touch more than hard facts. And react immediately in communication and interaction», says Blättler, describing the recipe for success.
The new requirements for sales
For the spoiled Generation Z, an attractive customer journey is the be-all and end-all for the purchase decision and loyalty to the provider. In everyday sales, however, multichannel experience management with artificial intelligence (AI) often falls short of its potential.«There are often data gaps between the marketing tool, the CRM, the ERP/ticketing and the loyalty tool, which make an optimal customer experience impossible. For example, the CRM lacks information about what potential customers were interested in on the company website in detail», explained Carsten Bandt, Managing Director of einfach innovativ AG, at the aiaibot Expert Talk. «The use of technologies with AI has achieved strategic relevance. However, 72% of Swiss companies do not have the resources for this, or only have partial resources.»
Yannick Blättler
Founder and owner of NEOVISO AG
Yannick Blättler is the founder and owner of NEOVISO AG, which specializes in Gen Z.
They regularly conduct their own studies in various industries to examine the 14-27 year-olds in Switzerland.
They advise SMEs and large corporations on how to deal with this young target group, develop marketing and employer branding strategies and produce content for social media.
In addition to his 34-strong team, Yannick is also a member of the Board of Directors of Chrampfcheibe AG and co-founder of the Swiss student association NEO Network. He is not only regularly on stage for topics such as marketing, leadership and HR, but also behind the microphone for his own Navigator podcast.
Carsten Bandt
Founder and CEO einfach innovativ AG
Carsten Bandt is the founder and CEO of the consulting firm "einfach innovativ AG", which is dedicated to designing exciting customer journeys in customer dialog. The focus here is on support from artificial intelligence and how AI can be used to automate and improve customer communication. Carsten Bandt has been working in the ICT and contact center environment for over 20 years, most recently as Head of Consulting in the Customer Interaction Management team at Swisscom (Switzerland) AG.
Tom Buser
CEO aiaibot
Tom Buser is CEO of the Swiss software company aiaibot, which specializes in chatbots and artificial intelligence in customer dialogue. Over 150 projects have already been implemented with aiaibot. Tom Buser is a business economist and was a management consultant for many years. Before that, he was managing director of an international IT service provider. He is the author of well-known specialist books on CRM and was co-founder and chairman of the Swiss CRM Forum.
