The Gen Z customer and brands
As members of Gen Z take center stage in the consumer market, they are influencing the survivorship of brands and they aren’t necessarily going for the mainstream or traditional brands, and China, in particular, not even necessarily chasing global or foreign brands.
If your business is in automotive for example, you likely have a generation or in fact, multiple generations of buyers of your vehicles, if your customers have had a good past experience, they may even have bought multiple vehicles from you. Those Gen Z’ers that chase a Ford likely grew up in a household where a Ford was owned. The chances are, you know who those past buyers are, but more importantly, if you’ve afforded them credit, insurance, warranty, extended warranty, and even service and support.
To maintain those relationships with past customers, to actually harvest insight like adequate responses to survey responses, you have to be engaged with those past and present customers and keep them interested in actually engaging with you and one of the best ways is through personalized communications which are driven by detailed and appropriate customer master data. You can only really do that if the data is aligned with your business needs and the intentions that you have in mind for your outreach programs.
This is where Pretectum as a customer master data management platform provider (CMDM) can be of help.