Adapting to Customer Tech Literacy Reference

Why this matters

Customers vary widely in technology comfort. Some manage every device via app; some can't operate basic thermostat. The tech who adapts communication + service to customer's literacy serves them well. This is the field card.

Why this matters

Effective communication:

• Customer understands what you did
• Customer can operate equipment afterward
• Reduced callbacks
• Customer satisfaction

Mismatch causes:

• Customer confused
• Customer can't use features
• Customer calls back for "issues"
• Customer's frustration

Customer literacy spectrum

High tech literacy:

• Smartphone power user
• Smart home savvy
• Comfortable with apps
• Often younger / professional

Moderate:

• Basic smartphone use
• Familiar with common apps
• Can follow instructions
• Most customers

Low:

• Limited smartphone use
• Sometimes "old phone"
• Apps confusing
• Older OR less tech-engaged

Very low:

• Don't use smartphone
• Landline phone
• Don't use apps
• Some elderly customers

How to assess

During conversation:

• Listen to their words
• Watch their reactions
• Notice their devices
• Ask gently

Don't assume:

• Don't pre-judge
• Don't be condescending
• Customer's actual literacy varies

Communication style by literacy

High tech literacy:

• Technical terms OK
• App / portal references
• Email / text preferred
• Digital documentation

Moderate:

• Some technical, mostly plain
• Email + text + phone
• Show on their phone if helpful

Low:

• Plain language
• Demonstrations preferred
• Phone calls
• Paper documentation sometimes

Very low:

• Very plain language
• Patient demonstrations
• Phone calls
• Paper everything
• Don't push tech they don't want

Equipment recommendation by literacy

High literacy customer:

• Smart equipment fine
• App integration
• Latest features

Moderate:

• Standard equipment with smart option
• Customer's choice
• Educate

Low:

• Standard equipment
• Don't push smart features
• Customer comfortable

Very low:

• Basic equipment
• Easy operation
• Reliability over features

Customer education adapting

For high literacy:

• Brief; technical
• Reference documentation
• App if applicable

For moderate:

• Walk-through
• Some demonstrations
• Written summary

For low:

• Detailed walk-through
• Multiple demonstrations
• Written summary in plain language
• Customer practice

For very low:

• Slow + patient
• Focus on basics
• Don't expect app use
• Family member sometimes helps

When customer can't use feature

Don't blame:

• Customer's situation
• Different generations
• Different comfort

Adapt:

• Show repeatedly if needed
• Customer practice
• Sometimes accept they won't use smart features

Family member as tech support

Some customers:

• Adult child manages tech for parent
• Spouse handles
• Family member visits to help

Coordinate:

• Information to family member
• Customer comfortable
• Don't undermine customer's autonomy

Customer's age vs literacy

Not always correlated:

• Some elderly tech-savvy
• Some young not
• Don't assume from age

Observe:

• Customer's actual behavior
• Customer's stated preference
• Adapt accordingly

Setting expectations

For smart equipment install:

• Customer's comfort with app
• Setup time
• Sometimes simpler equipment better

For service:

• Communication preference
• Email vs phone
• Customer's choice

Smart thermostat decision

Customer asking about smart thermostat:

• Their smartphone familiarity
• Their schedule (programmable benefits)
• Their willingness to learn

Sometimes simpler is better:

• Standard programmable
• Customer can operate
• Less frustration

Smart appliance decision

Customer considering smart appliance:

• Tech comfort
• Use of smart features (realistic?)
• Cost premium worth?

Sometimes standard appliance better fit.

App-based equipment

Customer using daily:

• High literacy expected
• App tutorial during install
• Customer practice with you

Customer rarely uses:

• Don't push reliance
• Standard operation also possible
• Customer's choice

Customer's older smartphone

Sometimes:

• iPhone 6 OR Android 5
• App compatibility issues
• Customer's awareness

Discuss:

• App requirements
• Customer's phone capability
• Sometimes prevents smart equipment

Customer's no smartphone

Customer uses:

• Landline OR flip phone
• Email less common
• Voice communication preferred

Adapt:

• Phone calls
• Don't push apps
• Paper documentation
• Patient communication

Customer's Wi-Fi knowledge

Some customers:

• Know password (mostly)
• Don't know router model
• Don't know network details

For installs:

• Customer's password
• Sometimes need to find router
• Don't assume customer's IT-comfort

Sample customer conversations

High literacy customer: "Your new smart thermostat is paired with the app. You can schedule, adjust remotely, see usage. Manual is on the app. Questions?"

Moderate customer: "Your new thermostat has an app. Let's set it up on your phone. Here's how to use it daily. Manual + app instructions also available."

Low literacy customer: "Your new thermostat works like the old one - buttons on the front. I'll show you. There's also an app for your phone if you want, but you don't have to use it. Let's practice with the buttons."

Very low literacy customer: "Your new thermostat. Push this for warmer; this for cooler. I'll write the instructions on paper. We'll go through it together. Skip the app - buttons are all you need."

Adapt to customer.

Customer's reaction to technology

Some customers love:

• New features
• Remote control
• Data + analytics

Some customers hate:

• New complexity
• More to break
• Privacy concerns

Respect customer's preference.

When customer asks for advice

"Should I get smart thermostat?":

• Customer's lifestyle
• Tech comfort
• Honest assessment

"Should I get smart appliance?":

• Same
• Sometimes standard simpler

Don't condescend

Common mistake:

• Talking down to less-tech-literate customer
• Acting impatient
• Implying they should know

Customer notices:

• Damages relationship
• Customer feels stupid

Be patient + respectful regardless.

Customer privacy comfort

Some customers:

• Don't want cameras
• Don't want app data sharing
• Avoid smart home

Respect:

• Their values
• Their choices
• Don't push

When customer wants tech but doesn't understand

Sometimes:

• Customer wants latest tech
• Tech comfort doesn't match
• Frustrating outcomes

Honest conversation:

• Tech comfort consideration
• Sometimes scale back
• Customer's choice ultimately

Multi-generation households

Sometimes:

• Tech-savvy young adult
• Less-savvy parent / grandparent
• Different users

Adapt:

• Different family members may use differently
• Sometimes complex installation
• Different control methods

Customer's ongoing support

References

• Customer experience design
• Generational technology research
• Manuall internal: Customer Communication Standards, Working with Elderly Customers