AARP Explores CX in Minority Segments

By: Kate Zimmerman

June 5, 2015

Tags:
Customer Engagement
customer experience management
Customer Feedback

The United States is well on their way to becoming a minority-majority nation, meaning that within the next few decades, there will be more citizens from minority groups than those from the current Caucasian majority. As the customer base changes, companies will need to learn about preferences within these demographics. Michelle Musgrove, Vice President, Segmentation & 50+ Insights, with AARP is helping to form sub-segments within the African-American and Hispanic Latino markets that allows AARP to create customized marketing and member experience strategies.

We recently chatted with Michelle about how AARP is using customer experience to help them better connect with their members. She will be speaking at our C3 Conference in Miami Beach, June 22-24. Here’s what she had to say:

Sentiments: Tell us about the products/services you provide for customers.

Musgrove: AARP provides exclusive discounts; the award-winning AARP Magazine; and important information on health, Medicare, and Social Security tailored to the wants, needs and interests of the 50 and over population.

Sentiments: What types of customers does your company serve?

Musgrove: Everyone 50+!!

Sentiments: How does your company differentiate itself from competitors?

Musgrove: AARP fights for age 50 and over individuals and their families at the local, state and national levels. We work on important issues, such as:

  • Leading efforts to strengthen Social Security and promote other retirement savings efforts to help everyone achieve lifetime financial security
  • Promoting adequate, affordable health care, including prescription drugs and long-term care
  • Fostering communities with affordable and appropriate housing, as well as supportive community features and options for getting around

Additionally, we advocate for consumers in the marketplace by selecting products and services of high quality and value to carry the AARP name as well as help our members obtain discounts on a wide range of products, travel, and services.

Sentiments: What’s your favorite thing about Clarabridge?

Musgrove: I love the ability to go to one source for insights that are derived from the consumer’s voice.  And the easy access to verbatims really helps bring the data to life.  Clarabridge allows us to access information that helps us answer questions quickly, and shape the member story.

Hear more from Michelle and other industry experts by attending C3 in Miami Beach, FL June 22-24.


Kate Zimmerman is a Product Marketing Associate at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.

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