Aspect recently conducted an in-depth and pretty revealing research study on Millennials and their views on customer service. We partnered with up with noted Millennial expert Jason Dorsey, the Gen Y Guy. Jason’s years of studying Millennials was key to helping us learn what this generation wanted from the companies they do business. Just told us that Millennials have a lower level of trust and are more experience-loyal than brand-loyal
But what we learned from the survey results is that this growing demographic is set to radically change how companies approach customer service. They have a much higher demand and satisfaction threshold for self-service and digital interaction. Why?
For starters, our research found that half Millennials value their smartphone more than their computers, significantly more than the Gen Xers and overwhelmingly more than Boomers. In fact, 4 out of 10 of Millennials said that they would be a truly satisfied customer if they could use text to connect with companies that they do business with. And over a third of them would contact a company more frequently if they could do so by text.
We also found that 74 percent of Millennials preferred to have the ability to solve most product or service issues on their own. Over two thirds of them also said that they feel really good about both the company and themselves when they are able to answer a question or solve a problem related to that company without having to talk with a customer service agent. Self-service, when done right, is more convenient for the customer and builds satisfaction in the process
The Millennial demographic is only getting larger so their influence will continue to grow over time especially as their spending power increases. Because of this, brands will have to adapt to the means and methods this segment prefers or face irrelevance.
Want to know what you can do about it? Jason will be at Aspect ACE 2015 in a couple of weeks. If you aren’t registered yet, get out and sign up. You’ll find insight and actionable ways your business can better engage with this demographic.
