Over the past couple of years, companies have been scrambling to form marketing, sales, and customer service plans that target the most coveted and fastest-growing demographic today—millennials.
These 18-to-34-year-olds started acquiring buying power and market share to the point where a 2013 Accenture report found that purchases made by millennials will comprise 30% of all retail sales by just 2020.
Considering that other reports have found millennials also lean toward brand loyalty, it’s now more important than ever for companies to deliver customer service and help desk support that matches what millennials prefer.
That’s why the new report from Software Advice, the web-based reviews site for help desk systems, caught my eye. They surveyed and studied the preferences different demographics had for things like tone, pacing, and language.
One of the most interesting things from the report is the trending surrounding millennials. Here are the 3 most interesting stats from the study:
- Most Millennials Prefer Slower-Paced Support
The first part of this sentence might not be a shock: most people would assume younger people are more likely to prefer fast-paced support. However, what was interesting to us was that most millennials still preferred a slower pace.
In fact, 51% of those 18-24 preferred slower support compared to 28% who preferred faster support.
It’s important for companies to train their agents to remember that no matter whom they are serving they are better suited providing support in a slow and steady manner.
- Keep it Casual for Millennials
Millennials are known as a laid back demographic, so it was nice to see this survey corroborate this view. The study states, “When given the choice between an agent who sounds ‘formal and professional’ and one who is ‘more casual and friendly,’ we found that older callers typically prefer the former, while younger callers prefer the latter.”
The study went on to find that almost all age demographics, except for those 65+, preferred casual support. Companies should consider utilizing two versions of the same support script, which have varying degrees of formality and can be used for different age sets of customers.
The context of the service request should also be considered when determining the type of tone a customer service or help desk agent uses. For instance, according to this previous report by Software Advice, customers prefer a casual tone until a rep denies their request. In those situations, a casual tone could lead to an increasingly frustrated customer.
- Millennials Are Least Likely to Prefer U.S. Based Agents
This was perhaps the most interesting finding; millennials don’t have as strong a preference for U.S. based agents. So, if you have the ability to segment certain customers or route them to certain reps, it might be worthwhile to have some internationally based reps.
Companies definitely need to consider these preferences when formulating their training programs and phone scripts, so they can speak to millennials in the way they prefer and build the brand loyalty that will pay off for years to come.
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Mark Sokol, Director of Marketing
In his current role, Mark is responsible for marketing ConnectWise, a business management platform used by 100,000 technology professionals. He has over 20 years of experience with software and technology companies, helping them grow business and improve bottom-line performance. He has successfully developed teams and driven growth at large and small technology companies, including Geac and Sage, where he held roles in marketing and product management. Pragmatic Marketing certified, Mark holds an MBA and a B.S. in Management Information Systems.