MILLENNIALS AS CUSTOMERS AND HOW TO GAIN THEIR LOYALTY
It is the age of the millennials — also commonly known as the Gen Y. This savvy generation not only comprises smart customers, but also include decision makers in top firms. Holding the largest share in the consumer marketplace, they have taken it hands on to change the rules of how brands engage and conduct their customer-experience design. It’s both easy and difficult to gain millennials’ loyalty. But the job is half-done once their tech-savvy psyche is grasped!
- Customer-facing technology can’t be slow or complicated
Millennials have always embraced and aligned themselves with technology. So a user experience that is not friendly, simple, fast and advanced, is generally frowned upon by consumers. Companies should be careful not to present an obsolete process or a complicated system to consumers that will keep them away.
- Smartphones have been the norm for millenials
Millennials are used to getting everything immediately and experiencing everything in real time. The queries need to be attended to as soon as possible and in an authentic language; otherwise, the customer moves on to someone else who understands him/her more.
- Purchasing, for millennials, is a social experience
Engaging on social media is a part of everyday life for millennials. Often, these posts concern their consumption activities, their next purchase or what they might be looking for. This greatly affects businesses — as the opinion and review of one consumer could influence another.
- Millennials seek an authentic and engaging experience
Which is why the company website should include a FAQ page — how to go about making a purchase, detailed repercussions of what could go wrong, or any sort of guidance. This can be done either through articles or videos — where customers can discover quick-fix methods and find instant solution to all their problems.
- Interference or help from customer care is considered tedious
This means that they are self-reliant too and do not need customer-care executives getting in the way, just to mess up their whole experience. More often than not, they would prefer self service.
- Surprisingly, they also want to co-exist
They’re open to new experiences and want to associate with the brand more than with just a transaction. To speak plainly, millennials are adventurous and seek the same from the brand. For example, a cause supported by a favourite company would also be supported by the loyal customers.
The bottom line is that — nothing with the millennials can be taken for granted. The skeptical approach of the previous generations also needs to be done away with. They move fast, like to experiment and are prone to changing loyalties only after one bad experience. It would also be good to know what the target audience is, in order for customer service to be innovative, seamless and top-notch on the whole.