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June 27, 2018

Generation X: The Forgotten Customer?

Stuck in the middle of the two largest generations, Baby Boomers and Millennials, Generation X can get lost in the mix. 

Maybe this is because most of those working in the utility industry are Gen Xers and believe they already understand their wants and needs. In truth, that is the quickest way to misrepresent a target group. We need to remove the bias to truly understand any customer segment.

There are approximately 50 million Gen Xers in the United States. They are tech savvy, they are social, and they are diligent, but only 71% reported having an online account for utility bills. If organizations analyze and understand this generation, they can offer the right tools to enhance customer experiences and ultimately drive actions to achieve their own goals.

Utilities can enable their Gen X customers to experience better payments and communications by understanding who they are as a consumer. For a snapshot of the Generation X customer, download the infographic, “Gen X? Game On.”