Millennials are Driving Business Like Never BeforeSmart companies have been avid observers of Millennial habits and preferences when it comes to interacting with their brand. And since they are by far the largest consumer demographic in history, Millennials are also drawing much attention and focus from smart marketers and customer service specialists. It makes sense for competitive brands to pay attention and cater to the Millennial buyer’s experience because without Millennial love, brands could struggle to remain relevant among this highly influential group. Companies who listen to what Millennials want from their customer service interactions will be the companies whose brands survive and thrive in today's rapidly evolving digital economy. A top priority being recognized and addressed is that Millennials want access to customer service at all times and via different channels. As Millennials have grown up in a digital world, they are more tech-savvy than previous generations and expect to connect to customer service by chat, text or video at any hour. In fact, 75% of Millennials, if given the option, would choose to text over making a phone call. For Millennials, it is all about convenience and ease of use.
Not Willing to Wait, Say MillennialsThe norm of using smartphones and instant messaging has led Millennials to expect quick responses from customer service. Although some issues may take more than a few minutes to resolve, 25% of Millennials expect a response from a customer service member within 10 minutes of being contacted on any channel. And instead of waiting for an answer, Millennials are quick to take action, seeking to resolve their customer service issues on their own when possible.
Troubleshooting on their own improves how they feel about themselves, and also improves their impression of the company when sufficient self-help resources are available. Investigating the answer to their problem via public forums or troubleshooting libraries are well-received options, and are proving to be effective customer service enhancements without requiring the assistance of a customer service member. Above all, Millennials crave an authentic and personable customer service experience no matter the channel being used. A study found that 76% of customers feel the quality of customer service directly reflects a company’s values. Humanizing the customer interactions and making them more personal has shown to make a big difference, even if it appears to be just a small shift in that direction.