Adapting to the largest consumers of today
When talking about Millennials and Generation Z, we are dealing with two groups that are more socially connected than ever before. This has a direct effect on what they expect from their customer service. It has become crucial for businesses to be prepared for the constantly evolving needs of the younger generation. With a high demand for the latest technology, access from all messaging channels and live agents, consumers are looking for an omnichannel customer care experience.
Millenials are the largest adult living generation and have become a hugely influential consumer. With this title and growing up with immediate real time responses with access to smartphones, they have come to expect certain things from their customer service.
With 63% of millennials beginning their customer service experience online and 43% using their mobile phones to do so we are seeing a generation that turns to platforms such as social media and live chats as their first go to point for customer service help. They won’t even consider the old fashioned channels that once were.
Furthermore, this generation is expecting a fast and efficient response time and availability across all channels. With practically all millennials owning or having access to a smart device and using apps such as whatsapp and messenger as their main communication channel they are also expecting to be able to reach businesses just as efficiently as they would a family member. This is supported by a study that revealed that 79% of millennials are more inclined to buy from brands with a mobile-response customer support portal.
When talking about millennials it is also important to note that this is a group of people who value trust and transparency above all. They have the desire to connect with a brand on a personal level which is why businesses need to ensure that even if using automated responses from chatbots they have a human escalation pathway ready for those hard hitting questions a bot just can’t answer. This will help build long lasting relationships with this young consumer group and businesses will benefit as millennials are willing to pay 21% more to do business with companies who excel at customer service (American Express).
As we welcome a new consumer generation they may just have the biggest impact on customer service as of yet. Since what seems like the very first moment this generation enters the world they are presented with a smart device. With a whopping 95% of gen Z’s having access to a smart phone and spending a huge amount of time online they have higher expectations for technology and are more willing to experiment with different channels and platforms.
As innovation is growing, so are they and this is reflected in their demands from customer services. Although millennials are a problem solving lot with 75% preferring to solve issues by themselves, GenZ is different and expects brands to come to the rescue at any time via any channel.
Furthermore, on average Gen Z’s have an attention span of 8 seconds. This means that a quick response is fundamental to keeping THESE ZOOMERS happy. In contrast to millennials, this consumer group does not take too much consideration in forming a relationship with a brand. This means that if businesses are not able to provide for their needs, even in the smallest of ways, they will simply move on to another that does.
Therefore, it is clear that companies will need to adjust their customer service strategy that encompases all the needs of this generation and with haste. This generation of consumers make up 6 million people in the US alone which highlights how important it is for businesses to get it right. Old fashioned forms of communication will simply drive this generation away. They may be young but should not be overlooked as extremely important consumers of today and tomorrow.