CRM - November 2008 - (Page 3)

24 30 34 40 Contents COVER STORY Vol. 12, No. 11 21 Generational Spending: A Special Report As the economic situation continues to worsen, one way to maximize revenue is to tailor your offerings to the needs of your customers. “Age” has traditionally been a reliable segmentation parameter, but these groups aren’t behaving traditionally or reliably these days. So we sliced your customers into four cohorts—Generation Y, Generation X, Baby Boomers, and the matures—to examine their spending preferences and priorities. You may think you know who they are, and how they spend—but you don’t. 24 Who, What, Where, When, Y The members of Generation Y are young, they’re smart, and they’re paving their own way. So who’s following whom? BY JESSICA TSAI 30 The Slackers’ X-cellent Adventure Generation X has a reputation for aimlessness, but in truth its members are concerned about the future—and they’re using their resources accordingly. BY MARSHALL LAGER 34 The Boomer Boom Revolutionary from birth, Baby Boomers will continue to dictate—with their wallets—how they’re targeted by marketers. BY CHRISTOPHER MUSICO 40 The Matures Endure They’re sticking around longer. That means their spending money has to last as long as they do. BY LAUREN McKAY CRM (ISSN 1529-8728) is published monthly by CRM Media, a division of Information Today, Inc., 143 Old Marlton Pike, Medford, NJ 08055. Periodicals postage paid at Medford, NJ, and at additional offices. Copyright 2008 by CRM Media. All rights reserved. Reproduction or use of the contents in whole or in part without permission of the publisher is prohibited. The publisher assumes no responsibility for care and return of unsolicited materials. Subscriptions: Free to qualified readers as defined on the subscription card, but a charge of $15 per year for subscribers in Canada and Mexico, and $40 per year for all other subscribers outside the United States is required for shipping charges. For nonqualified subscribers, charges are $23.95 per year within the United States, $38.95 per year in Mexico and Canada, and $63.95 per year in all other countries. Back issues are available at $7.50 for U.S. orders and $10.00 in Canada and elsewhere. All rights reserved. All charges are payable in advance in U.S. dollars. Send subscription requests and address changes (please include old mailing label) to: CRM magazine, P.O. Box 3510, Northbrook, IL 60065; or call 847-291-5213. Subscribe online: www.destinationCRM.com. POSTMASTER: Send address changes to CRM magazine, P.O. Box 3510, Northbrook, IL 60065. International Publications Mail (Canadian Distribution) Sales Agreement No. 1226983. www.destinationCRM.com CUSTOMER RELATIONSHIP MANAGEMENT | NOVEMBER 2008 3 http://www.destinationCRM.com http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - November 2008

CRM - November 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point Working with the Years CRM on Twitter Virtual Spenders Contact Centers Chatting to Success The Complexity Chasm Required Reading Generational Spending: A Special Report Who, What, Where, When, Y The Slackers’ X-cellent Adventure The Boomer Boom The Matures Endure Boosting Productivity North of the Border Changing the Channel Invicta’s Thrill of Victory Secret of My Success Connect Re:Tooling Pint of View

CRM - November 2008

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