Multigenerational Approach Leads to Customer Service Success, According to Research from Convergys
Data highlights merits of omnichannel solution investments for future of customer management
CINCINNATI — Customer loyalty and satisfaction have never been higher as more customer service channels become available to consumers, including but not limited to online chat functions, social media responses, and interactive voice response (IVR). The Convergys CX (Customer Experience) Metrics & Omnichannel Trends report, based on feedback from 6,400+ consumers, examined the state of service amidst increases in issue complexity and channel options, and emphasized the continued growth of omnichannel optimization to avoid customer frustration.
“Brands need to recognize that they are serving a multigenerational population – in fact, in America alone, there are six distinct generations living today,” said Kathy Juve, Chief Marketing Officer of Convergys. “Our CX research shows planning a strategy based on generational assumptions alone will not lead to success for retailers in today’s competitive environment. From grandparents to preteens, all consumers enjoy using technology and expect technology-enabled solutions when they seek customer service support.”
The Convergys report finds that one in three consumers, no matter their age, choose to use a chat service function first, if they are unable to self-service via a company website. Furthermore, 25 percent of all customers prefer to use mobile chat no matter the complexity of the issue.
By recognizing technology is important to all generations, investing in quality omnichannel technology now will help promote a company’s future as a customer experience leader. This trend is further bolstered by 2016 data from the
U.S. Census Bureau, which estimated that Millennials (ages 18-34 in 2015) have surpassed Baby Boomers (ages 51-69 in 2015) as the largest living generation in the U.S., and Generation X (ages 35-50 in 2015) will likely surpass the number of Baby Boomers by the year 2028.
Research methodology
Research findings are based on a survey that was distributed to 6,408 U.S. consumers ages 18-74 years in June 2016. Through an online research panel, consumers were asked about their recent experiences with customer service companies and providers. In order to qualify, survey respondents must have had at least one interaction with a qualifying industry in the six months prior to the fielding period. Qualifying industries include banks, retailers, credit cards, technology businesses, mobile phones, healthcare companies, cable/satellite organizations and internet service providers. The data was weighted for age and gender based on 2010 U.S. Census Bureau data.
About Convergys
Convergys delivers consistent, quality customer experiences in 58 languages and from more than 150 locations around the globe. We partner with our clients to improve customer loyalty, reduce costs, and generate revenue through an extensive portfolio of capabilities, including customer care, analytics, tech support, collections, home agent, and end-to-end selling. We are committed to delighting our clients and their customers, delivering value to our shareholders, and creating opportunities for our talented, caring employees, 130,000-strong in 33 countries around the world. Visit
convergys.com to learn more about us.