The Customer Experience: Generation-Driven?
Are expectations from the younger generations driving changes to customer service and product support?
Earlier this week, I came across an article on Forbes.com titled What Kind Of Customer Experience Are Millennials (Gen-Y) Looking For?. In the article, Micah Solomon, the article’s author, attempts to summarize the expectations of the Millennial generation when it comes to expectations around customer service and customer experience:
“Millennials are looking for the same customer experience as are older customers–but even more so. (More efficient, more respectful of their time, easier, more reliable, more transparent, with more choices and more control for the customer.)”
Expectations around customer service, customer experience, and product support are definitely on the rise, though I wouldn’t necessarily say that this is specific to Gen-Y. In general, people want options when it comes to products and services and how they interact with business.
For example, if you’ve ever needed to contact Amazon’s support, you know they offer different methods to contact them via phone, email, or live chat. They also have a web interface for their customers to do things like initiate a return, track shipments of orders, manage browsing history, along with a list of other options. As the customer, I can decide my preference for how I want to interact using the various options Amazon has provided.
Alternatively, red tape can slow down or even destroy a customer’s experience. If I buy a product from a retail outlet and decide I want to return it, why should I have to fill out a form and then provide my driver’s license, social security number, birth certificate, etc…, just to get refund?
I understand that businesses need to protect themselves from fraudulent returns, but if I have to jump through hoops just to make a return as a customer, I may start looking elsewhere for my next purchase from a business with a less-intrusive return policy. That extra 15 minutes it costs me to do a return as a customer may also wind up costing the business-in-question a future revenue stream.
If you want to improve your customer experience, don’t look at just Gen-Y, but look at your entire customer base. As cliché as it sounds, ask your customers for feedback! Most won’t hesitate to tell you what they want or would like to see if the benefit for them is an improved experience, product, or service. However, you have to be sure to follow through with implementing at least some of those requests (and make it known to your customer base that those implementations are due directly to customer feedback) to show that you’re receptive to their feedback and suggestions.