Food For Thought: Millennials Customer Care Expectations Don’t Include Smartphones

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.

Understanding Your Audience: The Differences between Millennials and Baby Boomers

Facebook, Instagram, Twitter. What do these platforms have in common? They are the vehicles Millennials use to communicate and the reason your business needs to reconfigure its customer service practices to embrace 21st century multichannel marketing solutions.

Though a number of decision-makers you target may represent the Baby Boomer generation, an overwhelming number of executive and mid-manager positions are now being held by this younger generation, meaning you have to find a way to appeal to them in B2B sales as well.  At the same time, as a result of their rising status in the business world, millennials now also have more money to spend as consumers. So whether you operate B2B or B2C, reaching this younger generation is paramount to business success.

So how do you target this market? For starters, consider how to use the technologies they frequent. When Pew Research conducted a survey in 2010 on the chief differences between Baby Boomers and Millennials, the study revealed that millennials feel their incessant use of technology makes their generation unique. You can only imagine how much stronger this relationship with technology has become in the last five years with the ramping up of social media.

In addition to leveraging modern technologies to target your millennial audience, you must also take into account how they shop. Millennials tend to shop online, for instance, rather than head to the shopping mall like the Baby Boomer generation. As such, your brand has to be available across a myriad of retail channels in order to catch the attention of a media-driven generation. A strong reliance on the online market also warrants higher online customer service expectations. A Baby Boomer might tell his or her friends and family about a customer service experience, however, millennials posses the potential to influence a greater span of consumers by sharing their reviews online, according to an article written by the Boston Consulting Group.

InfoCision helps our customers augment their demographic outreach by offering strategic multichannel marketing solutions. Our business intelligence services allow us to pinpoint which channels will provide the most success for your target audience. If expanding your market potential is on your agenda for this year, why not add an email marketing campaign? Ever consider text message response to service inquiries?

Millennials can be a puzzling generation from the perspective of a Baby Boomer. Taking advantage of multichannel marketing solutions can help you solve the consumer behavior riddle.

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 American Teleservices Association (ATA). 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 has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s higher honor, the prestigious Fulcrum Award.