Recognised as the digital-savvy generation, millennials are categorised as individuals who were born between the early 1980’s and mid 1990’s. They are a generation of hyper-connected, tech-savvy and busy multitaskers who seek convenience from the brands they interact with. They see themselves as self-expressive individuals who can influence fellow millennial purchasing behaviours by sharing their personal experiences. Statistics show that as high a number as 40% of Millennials refer to online reviews and testimonials before purchasing a product.
The importance of millennials to companies in today’s world can be seen in their spending power. By 2020, the millennial population is projected to spend $1.4 trillion shopping each year. Therefore it is necessary for companies to adapt to this generation’s preferences in order to stay relevant and maintain their position in the market. And the biggest shift in preferences that companies have seen and will continue to see over the years is in the customer service arena as millennial expectations appear to be quite different than those of generations past. Companies must realise that they need to adapt and become the business millennials want to interact with and purchase from. They need to become more flexible, and provide a more personal, seamless and responsive omni-channel customer experience in order to please this powerhouse of a generation. In order to get a better understanding of how to please this age cohort, one must be aware of their expectations and how they are redefining customer service:
Having grown up well and truly into the Information Age, and during a time when advancements to the internet and technology were progressing, millennials have been used to having access to easily available information. As a result they tend to have a “Self-Service” approach to customer service, hunting information and searching FAQ’s and online communities if they encounter a problem with a product or service, before contacting a company directly. Therefore, companies should show they respect the opinions of millennials and have as much product/service and company information as possible directly on their websites in order to reduce the need for customers to contact them directly. This in turn will benefit the company, as their agents will have more time to deal with the complex customer service issues.
In comparison to previous generations, millennials are more trusting and willing to share their personal information in order to have a more personalised customer experience. Relevance is very important to millennials and so when they contact your customer support, they expect you to know their service history and provide a customer service experience that it not generic, but relevant to them. For a business, this means ensuring you have an intelligent CRM system updated with customer details so you can impress millennials with your knowledge of their needs.
As social media is second nature to millennials, they expect brands to have a presence across all social platforms. According to Microsoft’s State of Global Customer Service Report, about 47% of millennials have previously used social media to voice their opinions about a negative brand experience. Companies need to recognise that social media is a customer service platform and utilise it to respond to their unhappy customers in order to maintain customer satisfaction levels and keep their brand image intact.
Millennials want fast responses when they reach out to customer service. Time is of the essence for this generation who are always on the go, they don’t like to waste time in a call or live chat queue waiting to speak to a customer service representative. Similarly if they reach out to you on social media, they expect you to respond in a fast nature. In addition recent research suggests that no single KPI has a bigger impact on customer satisfaction than first-call resolution. This is something which is particularly true for millennials who don’t want to be transferred to another agent taking up more of their valuable time. As a result, companies need to have adequate staff working to ensure they can answer all customer queries in an efficient manner. Segmentation of the different customer service topics and queries should be in place to ensure that a customer is connected to an agent who is trained and knowledgeable in the field of the query, reducing the need to be transferred.
Millennials tend to prefer alternative forms of contact over phone calls. As mentioned above, social media is a huge part of their daily lives, along with messaging apps. They show preference to forms of customer service that are instant and mobile, allowing them to respond quickly wherever they may be. They are hyper-connected individuals with smartphones, smartwatches, tablets and laptops galore. Therefore it’s important to make sure your business offers a consistent and seamless customer support service across all devices.
Call Pageboy Contact Centre understands the importance of providing high quality, omni-channel customer service. We offer a range of customer support services to help businesses in their goal of providing a seamless, hassle free customer experience journey. If you would like to know more about the services that we offer, and how we can help your business, get in contact with us today.