Millennials are Driving Business Like Never Before
Smart 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 Millennials
The 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.
Millennials Trust and Rely Heavily on Reviews
The majority of Millennials look to review sites and blogs as trusted sources of insight into a brand and consider them as vital points of reference before making a purchase. Today's customer service members realize that any review or comment on social media can have a significant positive or negative impact on sales.
As companies become more exposed through social reviews, the risk of negative feedback grows. This means that companies need to be prepared in how they deliver public responses, and they need to be pro-active in mitigating minor issues before they become a blazing fire out of control.
Both customer service members and their customers win when the company is able to provide an excellent customer service experience, thus maintaining (and improving) their brand reputation.
Customer service members have seen many changes over the past decade, the most obvious being the communication with customers via a chat box or a Twitter post. This would have been unheard of even just a few years ago, and likely considered an unacceptable practice. But fast forward to 2018 and we see the trend toward immediate digital assistance via multiple channels on the rise as Millennials pave the way for new standards in customer service.