While many social commenters enjoy poking fun at millennials, businesses must view this demographic in a more serious light. After all, this group represents millions of Americans with a tremendous amount of money to spend. Companies eager to achieve success both now and into the future need to develop strategies to appeal to these young consumers.
Customer service is critical in this capacity. Businesses must take steps to deliver a positive experience to their millennial customers. As a recent Boston Consulting Group study suggested, a fast, efficient contact center can play a key role in achieving this goal.
The study, which included insight from 4,000 millennials and 1,000 non-millennials, found that U.S. millennials actively engage in consuming and influencing "to a surprising degree." They far outpace other demographics in terms of broadcasting their opinions online, especially through social media networks, even though they spend the same amount of time on the Internet as other demographics. Additionally, 60 percent of millennials indicated they rated products or services online, while only 46 percent of non-millennials did so.
This means that a millennial who has a bad experience with a company is much more likely to let others know about his or her disappointment than a non-millennial. Developing a contact center that can assuage upset millennials can therefore have a extremely positive impact on a company's brand reputation, along with customer loyalty.
How can businesses' contact centers please millennials? The study found that compared to older demographics, millennials care significantly more about speed, efficiency and convenience in all of their transactions.
Consequently, these are the values that decision-makers should prioritize in their contact centers. Specifically, companies should incorporate a wide range of communication channels into these areas. By embracing email, SMS, text, video conferencing and other aspects of unified communications, businesses can offer millennials a number of different choices for contacting the organization with problems or complaints. This makes customer service far more convenient for consumers, which will have a positive impact on the customer experience.
Those companies that continue to rely on contact centers that lack UC tools, on the other hand, will struggle to gain popularity among this demographic. Considering how important millennial consumers will be in the coming years, such a shortcoming may prove disastrous for companies that fall behind.