Engage Gen Y online with social interactivity

Recurso electrónico / electronic resource
Colección: Documentos electrónicos
Título: Engage Gen Y online with social interactivity / by Bruce D. Temkin with Andrew Mclnnes and Rachel ZinserAutor: Temkin, Bruce D.
Publicación: Cambridge : Forrester Reseach, 2009Serie: (For Customer experience professionals)Notas: Sumario: Gen Y is a unique breed. Firms cant interact with these young consumers in the same way they do with older consumers. Thats why Forrester identified four design approaches for reaching Gen Y online: immediacy, Gen Y literacy, individualism, and social interactivity. To examine best practices in one of these approaches social interactivity we examined the online experiences of 20 large companies. Some good social interactivity tactics we found: Zappos.com provides several ways to share product information, Sprint offers forums for product and service suggestions, and Toyota presents customers stories from the road. Customer experience professionals can start infusing social interactivity by identifying the specific paths that Gen Yers take through their sites Materia / lugar / evento: Marketing estratégico Segmentación de mercados Generación Y Jóvenes Servicio al cliente Atención al cliente Redes sociales Interacción Investigación de mercados Otros autores: Mclnnes, Andrew
Zinser, Rachel
Serie secundaria: For Customer experience professionals Otras clasificaciones: 922.112.1