Younger consumers demand more from customer service

Research has found that younger consumers, aged between 27 and 43, are approximately 60 per cent more likely than older consumers, aged over 44, to leave a company because of poor customer service. The research undertaken by Genesys Telecommunications Laboratories, in partnership with Datamonitor and Ovum, indicates that each generation of consumers has different expectations of customer service, and as each generation passes, these expectations increase. As a result, businesses need continually to raise their service levels to meet heightened customer standards.

For the majority of businesses, providing a dynamic and personalised customer experience is becoming increasingly important, as 83 per cent of participants reported they would welcome proactive engagement when using contact channels, such as self-service. In addition, better integration and seamless transition between all communication channels – for example, phone and web – can greatly enhance the customer experience by allowing a greater degree of flexibility and personalisation. Consequently, it is important for businesses to not only take into account the changing nature of customer service provision – but to also raise service levels to meet heightened consumer demands and expectations.

Lucille Jackson

“Consumer dissatisfaction is clearly a serious problem for UK businesses, as the number of relationships that are being terminated per year due to poor customer service is costing billions of pounds,” commented Lucille Jackson, Senior Marketing Manager UK & Ireland, Genesys. “Businesses need a clearer picture of what each customer wants – regardless of age – and continually to keep track of whether their needs are being met. Companies need to raise their game as customer expectations rise, otherwise customer satisfaction levels will continue to fall.

“Businesses that offer proactive outreach provide a more personalised and dynamic approach to customer service that allows them to engage with customers based on their individual expectations and demands. This can improve the customer experience and also improve bottom line benefits – definitely a priority in the current financial climate,” Lucille Jackson continued.