How generations perceive brands

The new study by technology expert Ricoh shows how different expectations of customer service are. Especially within age groups. For example, 62% of over 55-year-olds would turn their backs on brands with complicated purchasing processes, while this is only the case for 43 % of 16-24-year-olds. 55 % of customers in all age groups would refrain from making a purchase if the process proved to be complicated.Ratings are important to young peopleHowever, younger age groups value more advanced interaction with brands far more than older age groups. Additional services such as the inclusion of reviews and recommendations from third parties are considerably more important to younger consumers. 43 % of 16-24 year olds rated this as a factor that most impressed them when deciding to buy a brand, compared to only 20 % of over 55s. It was also found that older customers were less interested in loyalty programs and incentives for frequent purchases. For only 19 % this was a compelling factor, compared to 38 % of 16-24 year olds.How do you deal with generational differences?Javier Diez-Aguirre, Vice President, Corporate Marketing, CSR & Environment, Ricoh Europe, said: "Our research highlights one of the key challenges facing brands today - how to manage the different preferences of customers of all generations. Brands need to ensure that their customer-facing processes, platforms and technologies are spot on with the usual assessments they use to ensure ongoing appropriateness and optimal impact. Those that get this right will be rewarded, with 57 % of customers spending more on brands they feel valued by."Information is provided via social mediaRicoh's study also found that customers are increasingly going to great lengths to inform themselves before making a purchase. In addition to the desire for third party reviews, 33 % of 16-24 year olds and 37 % of 25-34 year olds use Facebook to engage with a brand before making a purchase. Younger consumers are also more frustrated when it is not possible to interact with a brand via social media. This is agreed by 50 % of 16-24 year olds compared to 26 % of 55+ year olds.