How 'Generation V' Will Change Your Business - WikiLeaks (15 pages)

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Publication Date: 3 January 2008/ID Number: G00153798

Page 2 of 15

© 2008 Gartner, Inc. and/or its Affiliates. All Rights Reserved.

TABLE OF CONTENTS

Analysis ............................................................................................................................................. 3

1.0 Introducing Generation V................................................................................................ 3

1.1 Generation V Is Unlike Other Generations........................................................ 3

1.2 The Virtual Environment Demands a New Strategy.......................................... 4

1.2.1 Recommendation for CRM Managers............................................... 4

1.3 See Where Customers Fit Into the Meritocracy ................................................ 4

2.0 Satisfy Customers' Online Self-Actualization ................................................................. 5

2.1 Recommendations for CRM Managers ............................................................. 7

3.0 Satisfy the Needs of Multiple Roles................................................................................ 8

3.1 Recommendation for CRM Managers............................................................... 9

4.0 Sell Added Experiences ................................................................................................. 9

4.1 Recommendation for CRM Managers............................................................... 9

5.0 Collect Data for Relationships ........................................................................................ 9

5.1 Recommendations for CRM Managers ........................................................... 10

6.0 Change How Customers Are Segmented .................................................................... 10

6.1 Recommendation for CRM Managers............................................................. 11

7.0 Achieve Customer Loyalty Through Relevance ........................................................... 11

7.1 Recommendation for CRM Managers............................................................. 12

8.0 Develop New Skills....................................................................................................... 12

8.1 Recommendation for CRM Managers............................................................. 13

9.0 Sell to the Persona Bot — With a Bot of Your Own ..................................................... 13

9.1 Recommendations for CRM Managers ........................................................... 14

LIST OF FIGURES

Figure 1. The 40th-Level Half-Elf From Secaucus, New Jersey ....................................................... 5

Figure 2. Seeking Self-Actualization Online ...................................................................................... 6

Figure 3. The Virtual Environment Generation Model....................................................................... 7

Figure 4. The 10 Personas of the 40th-Level Half-Elf ....................................................................... 8

Figure 5. Collect Intimate but Anonymous Data for Relationships.................................................. 10

Figure 6. The Evolution of Customer Segmentation ....................................................................... 11

Figure 7. Loyalty Hierarchy of Needs .............................................................................................. 12

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