Gen Y eschewing calls to contact centers

Networks Asia Staff
08 Nov 2013
Daily News

For Generation Y – that’s individuals born between 1980 and 2000 – calling is now only the fourth choice of contact center engagement with a smartphone, after electronic messaging, social media and smartphone apps.

This is one of the findings of new contact center research from Dimension Data, which surveyed 817 organisations covering 11 business sectors in 79 countries across Asia Pacific, Australia, the Middle East & Africa, the Americas and Europe. Since the contact center is assuming greater responsibilities across the wider enterprise, organisations wanting to engage with - and retain - customers in the future need to pay attention to what this important customer segment wants.

Andrew McNair, Dimension Data’s Head of Global Benchmarking, said, “While the Silent Generation (born before 1944) and the Baby Boomers (born between 1945 and 1960) prefer the phone as their most popular channel of engagement with a contact center, the pace of decline in ‘voice only’ contact centers – now down to 63.1% overall compared with 73.0% 12 months ago - demonstrates the continuing trend to multiskill telephone agents across emerging ‘non-voice’ contact channels.”

He said nearly a third of contact centers had surprisingly not polled customers' channel preferences by age. “The fact that so many organisations are ignoring the age factor suggests that they may be failing to measure or evaluate customer behaviour effectively.”

McNair points out that the only way to truly win the hearts, minds and lasting loyalty of customers is by providing true value. That starts with understanding customers, and aligning the entire organisation with their personal interests.

A significant number of contact center participants also reported making no attempt to gather customer feedback: 66.3% in the case of smartphone applications and 65.3% in the case of web chat.

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