Millennials Want It Now, And They Want It Right
by Jack Loechner, Monday, April 27, 2015 6:15 AM
New data from Aspect Software finds that texting presents a new opportunity for brands to engage with this target demographic. Millennials (GenY: individuals aged 18-34) are
hyper-connected to their mobile device, and booking a doctor’s appointment or a car rental via text is not just a quick and easy convenience, it’s expected. Many companies have much to
lose if they do not address the evolving needs of millennials, opines the report:
- 76% of Americans view customer service as a “true test” of how much a company values
- 55% of people have stopped shopping or using the services of at least one company because of poor customer service in the past year
According to The
Aspect Consumer Experience Index: Millennial Research on Customer Service Expectations
, with Jason Dorsey, more than half of Millennials say that their customer service expectations have
increased over the last three years. 65% of all consumers and 69% of Millennials say that they feel good about themselves and the company they are doing business with when they resolve a problem
without talking to customer service. The new study examines the generational and technological divergence between consumer groups and their perceptions and preferences
towards customer service. The key takeaway, says the report, is that companies need to quickly address the customer engagement preferences of the Millennial demographic or risk going out of
business. Key findings from the study include:
- Customer experience is increasingly defined by customer service: 76% of all generations view customer service as
a “true test” of how much a company values them
- Nearly a third of consumers would rather “clean a toilet” than talk to customer service.
- 56% of Millennials
moved their business from at least one company in the past year due to poor customer service.
- 73% of consumers said that they should have the ability to solve most product and service issues
on their own.
- The big opportunity: Help consumers help themselves and let them do it with text and other digital channels.
The average consumer interacts
with customer service 65 times a year, yet they are increasingly underwhelmed with an experience that does not reflect consumers’ digital and mobile preference nor their desire to resolve issues
on their own, says the report. As Millennials are more ‘experience-loyal’ than ‘brand-loyal,’ consumer engagement is quickly becoming a far more influential factor in building
positive brand perception. While companies need effective strategies for all generations, says the report, they can’t afford to ignore the increasing buying power
of Millennials, who are poised to outspend boomers by 2017. Millennials are not afraid to take their business elsewhere if left unsatisfied. The study suggests that companies willing to embrace
integrated omni-channel support and self-service will have a competitive advantage over firms that choose to rely on traditional support channels and technologies. Jason Dorsey, Chief Strategy Officer at The Center for Generational Kinetics, concludes that “… millennials are self-reliant and technology dependent…
not necessarily tech savvy… (but) they expect instant gratification, speed and ease of use… the average Millennial… looks for both the ability to communicate the way they
like… and maintain that level of customization… when speaking to an agent in real-time… “ To download the infographic and checkout the
take-action strategies, please visit here: http://www.aspect.com/millennials