Bridging the Gap
Why Your Brand or Contact Center Needs to Speak Millennial
Contact center leaders and consumer brands have spent years trying to bridge generational gaps—but most often, the focus has been on the workforce. It’s time to pivot our attention towards the customer because Millennials are no longer just the incoming workforce; they are now the largest consumer demographic in the United States. By 2025, Millennials will make up 75% of the workforce, but they already have a significant influence on the economy. So, what does this mean for your brand? Understanding the unique preferences and expectations of this generation is no longer optional—it’s critical for business survival.
Use Cases and Specific Examples
Immediate Support and Help
Millennials want answers, and they want them now. Unlike older generations who may tolerate waiting for a phone call or an email response, Millennials expect instant gratification. That’s why implementing live chat and quick web-based solutions are no longer perks but necessities.
Example:
A fashion retailer observed a 20% increase in customer satisfaction after installing a live chat function that provided instant style advice and order support.
Shifting Loyalties
Gone are the days of lifelong brand loyalty. With the abundance of choices available through social media and e-commerce, along with a focus on customer reviews, Millennials can and will quickly jump ship after a negative customer experience. A study by Propel Software found that more than half of consumers – 54% – said they would stop using a brand after just one bad experience. The news is worse if your target market is millennials: 57% will abandon your brand.
Example:
An airline lost a high volume of Millennial customers to a competitor that offered a more seamless, tech-savvy, and empathic customer service experience.
Communication Preferences
While Millennials prefer initiating contact via chat or web, 67% would like to receive information via email. The common threads are the need for personalization and expediency in service delivery.
Example:
A software company shifted its after-sales service strategy to prioritize personalized emails containing helpful tips and tricks, resulting in an increased Net Promoter Score among Millennial customers.
Work Environment Expectations
This generation’s expectations go beyond just customer service; they carry over into the work environment as well. Millennials value an intuitive user interface, modern technology, and a seamless transition between service functions.
Example:
A BPO company introduced a single-window solution that integrated chat, voice, and web functions, increasing employee satisfaction and reducing onboarding time for new Millennial hires.
Millennials are no longer just the incoming workforce; they are a massive consumer base that demands attention. Companies need to take this into account, offering immediate, personalized service to cater to their unique preferences and high expectations. Contact centers must employ active listening, empathy, and real conversations to get it right the first time. With the void in traditional brand loyalty, there’s rarely a second chance to make a good impression. For businesses willing to adapt, the Millennial market offers an unprecedented opportunity for growth and innovation.
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