Generations Y and Z and the future of customer experience
Mar 04, 2020, 1003 views
Nice inContact announced the findings of its study that explores the impact of generations Y and Z on customers' primarily digital omnichannel experiences. Nice inContact's third annual Customer Experience Transformation (CX) Benchmark 2019 details how to understand younger generations' usage and expectations around next-generation solutions - such as artificial intelligence (AI) and digital channels, including social private messaging systems - it's critical to creating high-level, exceptional customer experiences.
As Generations Y and Z become the dominant consumer groups - with Generation Z purchases reaching nearly $ 100 billion, according to a survey conducted by Barkley - their level of comfort and familiarity Multiple digital channels, including social messaging and chatbots, mean that organizations, regardless of their size, must provide primarily digital omni-channel expertise to meet consumer expectations and compete in the economy that prioritizes the experience.
The main results pointed out by the study include:
Almost 60% of Y and Z generations have used social messaging systems to access customer service. On the other hand, only 38% of Generation X individuals, 19% of Baby Boomers generation and 16% of Silent generation individuals have done the same. Most individuals from generations Z and Y also want companies to allow them to interact with customer service using private social messaging apps (72% and 69%, respectively).
· Consumers are using AI more and looking at chatbots more positively over time. Half of total consumers have used AI for some purpose (50%), compared to 2018 (45%). This can be attributed to a significant increase in the use of an automated online chat / assistant (34%, compared to 25% in 2018). Individuals from generations Z and Y are more likely to agree that chatbots make it easier and faster to solve their problems and are also the most likely - of all generations - to have used all forms of AI for some purpose as well. how to interact with customer service.
· Half of consumers who start with AI are transferred to a human agent, and age is a highly significant factor regarding AI and the importance of human touch. While chat usage and performance are improving - and preferences and attitudes are changing - most consumers want to be informed if they are using a chatbot (92%) and 91% of all consumers prefer a human agent. However, this preference follows a downward trend when considering the generation to which the consumer belongs: 98% of Silent Generation individuals, 96% of Baby Boomers, 91% of Generation X individuals, 86% of Generation X individuals Gen Y and 83% of Gen Z individuals say they prefer a human agent.
· Priority digital uninterrupted omnichannel experiences are vital to positive customer experiences. Most consumers (93%) want uninterrupted omnichannel experiences, yet they are increasingly giving companies a poor rating for uninterrupted switching between channels - 73% give companies a poor rating, compared to 67 % by 2018. This is especially important in meeting and exceeding the expectations of generations Y and Z individuals who are more likely to have experienced omni-channel customer service (16% and 21%, respectively).
“Understanding the nuances of what consumers expect and how they really engage with brands across a multitude of digital channels, as well as seamlessly integrating those channels on demand to deliver primarily digital omni-channel experiences, is the key to sustainable growth, ”said Paul Jarman, CEO of Nice inContact. “Nice inContact's Customer Experience Transformation (CX) Benchmark goes beyond educating around customer service demographic trends and getting to the root of what makes new channel choices attractive. People from generations Y and Z are leaders of what consumers expect and are increasingly likely to recommend a company on social media based on their personal experiences - their influence is tremendous. ”
Key findings from the Nice inContact Customer Experience Transformation Benchmark show that as consumer preferences evolve and digital service channel types and numbers continue to grow, companies should seek to improve existing channels by expanding their capabilities. ways in which customers can access them. Research shows that an uninterrupted, primarily digital omni-channel approach is essential to winning in today's economics of experience.