“First, they will expect a con­tin­u­ous brand expe­ri­ence… Despite the fact that some look at the 10:45ers as the poster chil­dren for atten­tion deficit hyper­ac­tiv­ity dis­or­der, if you look a lit­tle closer, their exten­sive use of these var­i­ous devices actu­ally cre­ates a new con­ti­nu­ity.… From their point of view, their expe­ri­ence is more con­tin­u­ous than the “old days” of sep­a­rate tele­vi­sion, radio, tele­phones and paper mail. In this increas­ingly seam­less media land­scape, you need to ask your­self, how “con­tin­u­ous” is your brand and the ser­vice that sup­ports it? Do peo­ple “see” the same com­pany across the web, phone, call cen­ter, and in person?…

Sec­ond, Gen­er­a­tion 10:45 will desire trans­par­ent ser­vice. Any­one can “see” where they are any time of the day or night. Why cant you and your orga­ni­za­tion show that same level of trans­parency? They expect to be able to get sta­tus updates on any order, any ser­vice, or any request — immediately!”