The X ,Y and Z of Customer Service.
With the on-going evolution of consumers, how do business owners offer services that appeal to each one on an individu
al level? There are new categories of consumers to consider and they demand attention. In October 2004, researchers Ne
il Howe and William Strauss called Millennials “the next great generation”, Millennials or Generation Y, born between 1977 to 1995 are both t last generation of the 20th century and the first one to truly embrace the digital age. Australian millennials aged 25 to 34 are the largest percentage of online shoppers globally. On average, 89% of respondents say that access to real-time feedback and information influence their shopping choices. (1) Then you have Generation Z and with an annual allowance estimating $44 billion, they warrant attention. (2) Generation X still account for majority of wealth globally, now the questions is, does your business plan, marketing concept and customer support services embrace the demands, needs and differences between each category of consumer while still maximizing on your conversion rate? (3)
Distance between X, Y and Z.
With the continuous growth in smart technology, consumers expect retailers and service providers to adapt products and services to meet their expectations. Adapting your service to suit the evolving consumer is no longer just an option. Research shows that out of all the traditional customer care methods available, Live Chat is fast becoming the preferred method of contact with 73%, compared with 61% for email and 44% for phone has the highest satisfaction levels for any customer service channel. These statistics reflect the differences between the categories of buyers. Live chat is by far the fastest, most convenient method of contact. It not only offers consumers simplicity but is by far the most economic and personalized method of customer support. No surprise that on average one third of all consumers expect live chat to be available on any business website. (4)
Blanketing your brand and concepts are no longer effective. The definition of ‘Service Excellence’ means different things to each consumer and the days where consumers received service value based on buying power are long gone, each individual consumer now has a voice and business owners have to find methods to address their service and products to each consumer on an individual level. The overall objective of Customer Value however still has one single goal, to turn out happy customers and keep them happy.
Live Chat is a single, easy to manage personalized service that addresses your customers’ needs on an individual level, offering them 24/7 availability. Simply put, 1 Customer Service Concept that addresses your consumers on a personal level. With a personalized service, you can set up your Live Chat Concept to give you tools that will impact on your revenue. From clicks to sales, with real time feedback and the option for chat notifications means that you will have the ability to operate your business 24/7 while reducing your overheads. (5)
Customers want convenience and they want to be acknowledged. They want the freedom of doing what they want, when they want it and expect service on demand. Live chat is a customer service option that adapts to your consumer’s lifestyle. Having access to your services, brands and information when they want it is what makes Live Chat the preferred method of customer contact.
Millennials are social. They have access to technology that offers them the convenience of sourcing and comparing products and services. They are also expressive.
This can be seen through sharing habits on Facebook, Snapchat and other social sites. More and more consumers reflect their eagerness for the social connection by taking the opportunity to express their opinions and comments on products and services. (6) 33% of millennials consult blogs and social network to check the opinions before purchasing a product or service. 62% reported that they want to engage with companies. (7) Shoppers are more inclined to interact through chat than take the time to complete and submit forms, mails or even tickets. Although these methods do work, they are not as effective in serving multiple, real-time solution to customer’s needs.
Retailers need to put in the effort to walk the customer to the checkout line. The need for convenience and simplicity is visible in the fact that 73% of millennials make purchases through smartphones. The generation of digital users that expects individual attention and who express their opinions and are estimated to spend $600 Billion per year, these are also your consumers, how do you plan on converting clicks into profit? (8)