It can sometimes be difficult to understand what constitutes a great customer experience for the millennial generation. We know about their lofty expectations, their habitual use of technology and their willingness to vote with their feet if a brand disappoints them. But what really drives them, and what do they really want from customer service?
A lot of brands still seem to lack the answers to these questions. According to Aspect research from last month, some 42 per cent of millennials would rather clean a toilet than reach out to a contact centre – an increase of ten percentage points on 2015’s figure.
Millennials are clearly unhappy with the current state of customer service, and it won’t be long before this translates into lost business for brands that fail to accommodate their expectations.
So what is it that millennials really want from customer service? At Aspect, we’ve come up with a list of requirements – the “now consumer” expectations – that we think shed light on the matter. These are as follows:
1. Know me
Millennials want their interactions with brands to be not just convenient, but personal. This could be as simple as not having to repeat themselves when switching from one channel to another, such as a web chat conversation to a phone call, or being able to pick up on an incomplete transaction at a later date via whatever method makes sense at the time.
2. Make it mobile
A simple one: millennials expect customer service to be accessible via mobile. According to Ofcom, nine in ten Britons between the ages of 16 and 24 own smartphones, and 61 per cent describe themselves as “hooked” on their handsets. Mobile has become a more common means of getting online than the laptop, making it an important touchpoint for brand interactions.
3. Let me do it
Millennials have an appetite for self-service, too. According to our 2015 research, almost three in four consumers (73 per cent) believe they should have the ability to solve most product and service issues on their own. Reaching out to an agent should be a last resort.
4. Make it social
Millennials are fluent in social media, and expect brands to be the same. They also like to use Facebook, Twitter et al to vent when something doesn’t go their way. It’s vital that brands are able to assist and guide customers via these channels, and to do so at the time it matters most.
5. Fit into my life
One of the consequences of the rise in mobile, self-service and social media-based customer service is that millennials no longer want to suffer lengthy call queues or phone a contact centre at a particular time of day to solve a simple problem. Convenience is key – if a solution can’t be accessed at any time via any channel that counts against the brand’s customer experience.
6. Save me time
Speed is equally important. Millennials don’t want to repeat themselves or sit through a long-winded process on the phone that would be quicker to complete with a self-service or co-browsing solution.
7. Make me smarter
Millennials like their brand interactions to be empowering. Rather than just solve simple problems, a contact centre should be able to furnish customers with information that will improve their experience of the brand’s services in the long run. In turn, these customers will be able to use their new found knowledge to support and empower their peers.
8. Help me discover
Along the same lines, a contact centre should be able to create value for customers outside of their immediate wants and needs. So, for example, it could deliver personalised advice and recommendations to an individual based on its knowledge of their purchases, queries and pain-points. This step, along with the one above, will turn millennials into committed brand advocates who discuss their positive experiences with peers and in social media.
Steve has held leadership roles in Computacenter, EMC, Orange, and most recently as RVP for Hitachi Data Systems, where he was responsible for leading HDS regional restructure and Transformation, succeeding in driving growth and market share.
Steve is passionate about delivering world class Customer Service, Technology and hiring and developing great people. He believes how you engage with your customer defines the success of any business, with the client demanding ease of interaction, when they want it and how they want it.
With a simple view that focusses on these three areas, Aspect is ideally positioned to accelerate its growth and Market share. Steve is working with the EA leadership team to create a plan and vision for Aspect EA that underpins the competitive advantage that the Aspect suite of software provides to its clients.
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