Are marketers rethinking their customer experiences for an ageing world?

If customer satisfaction has become more important than revenue growth and acquisition as the top measure for success, how are companies ensuring their customer experiences are optimised for people of all ages?

Based on a survey of nearly 4,000 marketers globally, Salesforce’s 2016 State of Marketing Report [register to download] found marketers are increasingly focused on customer satisfaction and customer engagement as their top measures for success. In addition, high-performing marketers are creating journeys for customers, with 65% saying they’ve adopted a customer journey strategy and 88% saying it’s critical to their marketing success.2016-04-08_11-28-03

That’s all good. But think of this in the context of a recent McKinsey report that revealed consumers aged 60-plus will account for up to 60% of urban consumption growth to 2030.  The question must surely follow, how are companies adapting their customer journeys and touchpoints to the needs of these older customers?

Answer? In most cases, they aren’t doing a damned thing!

There are Five Universal Truths that all marketers must come to terms with, sooner the better;

  1. Physiological ageing is the only thing that all consumers have in common
  2. Physiological ageing affects virtually all of the touchpoints in the customer journey
  3. Touchpoints that satisfy the needs of older consumers work for all other ages
  4. An outstanding Customer Experience requires all the touchpoints are age-neutral​
  5. Creating an age-neutral Customer Experience costs no more than one that isn’t

In a world that is ageing more dramatically than anytime in history, and with older consumers holding considerable purchasing power, it makes good sense to ensure that adults of all ages, Gen A~Z, can access your brand.​ We call it Lifetime CX.