When you hear the word “millennial,” a picture of a young, digital savvy individual with his or her eyes glued to a smartphone usually comes to mind. After all, millennials grew up with technology, using it to do pretty much everything from ordering a pizza to booking a flight.

With millennials pegged as digitally-obsessed individuals that rely on their mobile devices to perform everyday tasks, one would confidently assume that they prefer receiving customer care through mobile and social applications. That assumption, however, is mistaken.

According to a recent survey, just one percent of survey respondents said that they would prefer to reach out to a brand on social media for customer care. As it turns out, millennials overwhelmingly prefer contacting customer care centers via the old-fashion way: the telephone.

So what does this mean for businesses? Rather than put all of their resources and money into building social and mobile customer care platforms to field interactions from consumers, businesses must do a better job at meeting millennials top customer care expectations, which include the following:

  • Understanding problems quickly: Millennials-like many other generations-become increasingly frustrated when they have to repeat their problem to multiple people. They want businesses to understand their problems quickly so they can get on the road to correction.
  • Receiving a personalized experience: We’re living in the era of personalization. As a result, millennials have come to expect a more personalized experience from companies. They don’t want to feel like just another number, but a valued consumer—which brings us to the next point.
  • Feeling valued: One of the reasons why consumers prefer to use the phone to contact businesses is because they want to speak to a real, compassionate human who can make them feel valued.

By training your Communicators in these particular areas and giving them the necessary tools, you can ensure that you’re meeting millennials customer care expectations.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.