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:
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:
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