Millennial and Gen Zers expects businesses to be responsive and relevant, according to “The Digital Lives of Millennials and Gen Z.” The study, conducted by LivePerson, surveyed more than 4,000 people ages 18 to 34 from Australia, France, Germany, Japan, the UK, and the United States.
The study found that, on average globally, 65% of respondents communicate more digitally (e.g., via text, social, and email) than they do in person. In the U.S., it jumps to 73.7%. This is the case whether they’re interacting with friends and family or with businesses. For many of the respondents, a call to customer service is often a last resort when they’re looking for information or have a service issue. Using a company’s app or visiting its website it the number one way respondents try to get a question answered from a brand. This is followed by live chat/messaging, social media, and then calling a toll-free number.
Rank how you typically like to get a question answered from a brand
Even so, when the 18- to 34-year-olds surveyed for the study need assistance from a business, many trust human interactions over technology-driven ones. According to the study, 84.9% of respondents globally would trust a human over a bot for accuracy in responding to an inquiry.
And, when it comes to communicating with businesses, those surveyed expect responsiveness. For example, when inquiring about an item priced at up to $20, 73% of respondents will give up on the purchase if they don’t receive a response in 10 minutes or less; 12% will wait up to 15 minutes, and only 14.6% have the patience to wait more than 15 minutes.
They also prefer relevant communications or no outreach at all when it comes to hearing from brands. About a quarter of respondents globally (25.1%) are open to receiving whatever text messages/SMS a company may send for sales or retention. Most (39.5%), however, are open to receiving messages only if they’re relevant. And 35.4% don’t want to receive text messages/SMS from brands at all that are sending them for sales or retention.
What kind of communications experience do your 18- to 34-year-old customers expect? Now is the time to use your voice of the customer strategy to find out—before your customers click away, hang up, or opt out.
About the Author
Ginger Conlon, chief editor and marketing alchemist at MKTGinsight, catalyzes change in marketing organizations. Previously, she served as chief editor of Direct Marketing News, 1to1, and CRM magazines. She was honored with a Silver Apple lifetime achievement award for her contributions to the marketing industry, and was cited as one of the “Top 100 Most Social Customer Service Pros on Twitter” and one of the “Top 25 CRM Influencers You Should Be Following.”