Want to attract millennials? Improve customer service

Rizal Raoul Reyes

Posted at Aug 26 2015 08:48 PM | Updated as of Aug 27 2015 04:48 AM

Jim Freeze, senior vice president and chief marketing officer of Aspect Software

MANILA -- To be able to attract the millennials market, companies must put a premium on customer service.

This, according to the study “Aspect Consumer Experience Index: Millennial Research on Customer Service Expectations” released recently by Aspect Software.

In a press briefing, Aspect Software senior vice president and chief marketing officer Jim Freeze said 55% of millennials reported that their customer service expectations have increased over the last three years.

At the same time, Freeze said more than half of the millennials cut their ties with at least one company citing lousy service in the past year.

“The average consumer interacts with customer service 65 times a year, yet they are increasingly underwhelmed with an experience that does not reflect consumers’ digital and mobile preference nor their desire to resolve issues on their own. This represents a tremendous missed opportunity for companies to build business and secure customer loyalty,” Freeze said in the briefing held in Makati City.

“As millennials are more 'experience-loyal' than 'brand-loyal,' consumer engagement is quickly becoming a far more influential factor in building positive brand perception. It’s imperative that businesses adapt their customer service strategies to deliver an interaction strategy that addresses millennial engagement preferences,” he added.

Aspect developed the new survey with millennial expert Jason Dorsey. It aims to assist businesses define important characteristics of an increasingly influential millennial population (individuals aged 18-34).

Freeze said the study also indicated that nearly three out of four customers would rather settle their service issues on their own. He said this development would create major shifts in the customer care.

Furthermore, the study showed that 65 percent of all consumers and 69 percent of millennials mentioned that they had self-satisfaction when they resolve a problem without talking to customer service.

Acknowledging that companies have to craft strategies for all generations, Freeze underscored the need to give equal attention to the increasing buying power of millennials because this generation is ready to outspend boomers by 2017.

Freeze said millennials will not hesitate to cut ties with a company if they felt unsatisfied with the service.

In the study, Aspect's director of marketing and alliances Edwin Ong also noted that companies that are willing to apply an integrated omni-channel support and self-service will acquire a competitive advantage over firms that choose to depend on traditional support channels and technologies.

“Millennials consider email an old platform. For them, Facebook and other social media platforms are the ways to communicate,” he said.