5 Ways to Deliver A Great Customer Experience to Millennials
Having grown up in a technology-driven, instant gratification world, Millennials are quick to distinguish between companies that provide poor or high-quality customer experience. Millennials’ expectations for the customer experience are high, putting pressure on companies to perform and meet their needs.
With over 80 million millennials in the U.S., they outnumber every generation in the work force today and are expected to have $1.4 trillion in disposable income by 2020. There is long-term potential in millennial’s purchasing powers—that’s why brands should service to them now to stay ahead.
Include Self-Serving Aspects
In a recent industry survey, three out of four millennials said they prefer to solve their customer service issues themselves. They would rather fix the problem than get help from a customer service representative. Brands need to make access to self-service instructions easy to find and quick to adopt. For instance, Starbucks has implemented a new feature on its mobile app for self-service, allowing customers to order ahead, making the transaction fast and seamless.
As a millennial myself, I can’t remember the last time I’ve been inside a bank. Instead, I bank whenever and wherever I choose, on any device. I’m able to instantly transfer money into my account and use those funds to simultaneously buy a product from Amazon and get a delivery that afternoon.
Including self-service in the customer experience will prevent frustration and increase positive recollection of your brand.
Efficiency is a Must
Efficiency is critical when it comes to delivering satisfying customer experience to all customers, but especially millennials. Instant gratification companies like Netflix and Amazon have raised the bar—millennials want to be able to watch and buy content when and how they want. Being able to binge an entire season on Netflix in one weekend serves my millennial needs in every way.
Millennials appreciate high performance and speed during transactions. The less they have to wait, the happier they’ll be. Brands need the right technology to support fast-paced activity to meet millennials expectations.
Be on Their Networks
Millennials expect brands to be on the networks that work for them. DMs and Facebook postings are some of the most common among millennials. Wherever millennials are, brands should be too if they want to attract and retain the high-value demographic.
Instead of going into the store to buy something, most of my retail research for high-quality brands consists of looking at multiple boutique’s social media pages. I can find styles I like and purchase products immediately.
Microsoft identified that 79% of millennials are more willing to buy from brands that have a mobile customer service portal than brands that don’t. Omni-channel service establishes brand awareness and improves the customer journey.
Personalize the Message
Anything that can further personalize a millennial’s customers journey with a brand will help build trust and loyalty. Millennials are okay sharing information with brands, and they expect to be understood and listened to. Target, for example, assigns a Guest ID to every customer, tracking their purchase history so to understand their routine. By doing this, Target can predict when a customer is pregnant by sudden changes in their order history, which allows Target to send exclusive deals for baby-related items. However, brands should be careful not to invade too much privacy, or at least make marketing campaigns more casual, since most of Target’s customers were queasy just at the thought of that.
Campaign Monitor discovered that emails with a personalized subject line are 26% more likely to be opened. Personalizing a message to customers make them feel valued, and in turn, they will appreciate the brand more.
Brands should always be aware of trends and notice consumer behavior changes. As a millennial, brands that are future-focused and provide innovative services are the ones I remain loyal to, since I believe in their growth as a company and ability to stay ahead.
There are myriad examples of companies not recognizing consumer trends and therefore falling behind. I remember as a kid going to a Blockbuster to get a movie, but now that can I download one immediately, there’s less of a need for a physical storefront.
Brands that can cater to the modernized needs of millennials like me, while retaining older generation customers, will be the most successful and have long term loyalty.
Want to learn more about providing a great customer experience? Check out CSG Journey Orchestration. It engages customers in real time with personalized communications and bridges customer touchpoint gaps, creating a seamless customer experience.