Centro de Documentación de Fundación MAPFRE - Engage Gen Y online with social interactivity

MAP20090083257

Engage Gen Y online with social interactivity / by Bruce D. Temkin with Andrew Mclnnes and Rachel Zinser. — Cambridge : Forrester Reseach, 2009

(For Customer experience professionals)

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

1. Marketing estratégico . 2. Segmentación de mercados . 3. Generación Y . 4. Jóvenes . 5. Servicio al cliente . 6. Atención al cliente . 7. Redes sociales . 8. Interacción . 9. Investigación de mercados . I. Mclnnes, Andrew . II. Zinser, Rachel . III. Forrester . IV. For Customer experience professionals . V. Título.