CUSTOMER PREFERENCES & EXPECTATIONS
BY INTERACTION CHANNEL
Created by Aria Solutions Inc., Jan. 2016www.ariasolutions.com
Immediacy of the customer request & the channel chosen
Channel popularity by generation
Types of customer requests & the channel chosen
IMMEDIATE NEAR IMMEDIATE LESS IMMEDIATE
NOT IMMEDIATE
GENERATION X(Born 1961-1980)
GENERATION X(Born 1961-1980)
Global Contact Centre Benchmarking Report 2015 © Dimension Data 2015
COMPLEX LESSCOMPLEX
LIMITEDCOMPLEXITY
SIMPLE TOCOMPLEX
LIMITEDCOMPLEXITY
SILENT GENERATION
(Born before 1944)
BABY BOOMERS
Born 1945-1960
BUSINESS GUIDANCE
VOICE SMS CHAT EMAIL SOCIAL
EXAMPLES: EXAMPLES: EXAMPLES: EXAMPLES: EXAMPLES:
Loan applications that require financial documents
Efforts to obtain a refund for unsatisfactory performance, or to complain about bad customer service
Account balance notices, deliverynotices, appointment reminders and flight change notices
Technicalsupport, product details
Immediate travel issues, reporting a lost/stolen credit card
GENERATION Y(Born 1981-1999)
GENERATION Y(Born 1981-1999)
Build voice to address complex, interactive
customer needs, integrate systems to allow agents to
quickly investigate and resolve.
Build email to provide security and accuracy. Don’t
focus on immediacy – reasonable response times depend on industry but can range from 2 to 24 hours.
Creating a strategy for social media interactions is critical, simply because the
need and use varies substantially by business
and consumer. Age demographics are key.
Businesses must assess their customer demographics
when delivering chat as an interaction channel.
Recognize that text for business is different than
personal texting, likely less interactive. Generational
impact is significant.