The Millennialization of Customer Service
Presented By: Nuance
by Lynn Ridenour, Senior Director, Enterprise Marketing
Millennials, those born between 1981 and 1996, are the
biggest generation in history – and every customer service organization is asking
how it should treat these 80 million, digitally native customers differently.
However, new research commissioned by Nuance Communications shows that this
might be the wrong question.
The reality is that customers, across ALL generations, are
calling for a seamless, consistent experience. Millennials are forcing a change
in how companies approach customer service – not because their demands differ
from other generations, but because they’ve acted as a catalyst for a common
standard of excellence.
This is good news for consumer-facing businesses. It
clarifies the importance of customer service and validates investments in
delivering the experiences that consumers have come to expect. This
“millennialization” of customer service is bringing together the convenience
and speed demanded by tech-savvy consumers and the human-like experience
required to build strong customer relationships.
Companies have tremendous opportunity to leverage
intelligent automation that provides a digital, human-like experience across
all channels that lets them self-serve to meet their needs. However, companies
have to make the experience as natural as a conversation with another person. As
companies look to reinvent customer service, here are five tips that the
consistent channel experiences: On average, consumers use at least two
communication channels to resolve their issue. This makes consistency key. When
asked how often customers receive conflicting information from different
channels offered by the same company, more than half (52 percent) say this
simple issues simple: For simple issues, the web is the obvious first place
that customers turn. But, the research shows a need for a more dynamic online
customer service experience. When asked when they most often contact customer
service, the majority of customers (50 percent) say they reach out when they
can’t find information online.
the right channels: The research shows preferred communication channels
vary by individual and consumers use multiple channels to answer questions and
resolve issues. Make sure your organization is leveraging the right mix of
channels to satisfy preferences and meet consumer needs when it comes to
solving both simple and complex issues.
proactive, but not annoying: As consumers rely more and more on technology
to keep track of everything from birthdays to when to get an oil change,
proactive reminders are becoming the mandate for keeping consumers on track.
But, remember that proactive engagement without context is just spam.
the conversation: Forty-six percent of consumers report they have had an
issue because they didn’t receive confirmation of a self-service transaction
they completed. Avoid triggering inbound calls to the call center with a
confirmation via email or text message.