It’s official – millennials have higher expectations than older generations when it comes to customer experience.
This finding was the focal point in a recent report from Adobe that surveyed 1,500 American adults regarding expectations and preferences for digital experiences in the media & entertainment, travel & hospitality, retail, and financial services industries. Considering the fact that millennials have grown up in the mobile and digital era, this takeaway is hardly surprising.
Adobe’s 2019 “CXM Index” report also uncovered several other interesting facts about millennial customer experience preferences that differ significantly from that of older generations. Here are three notable discoveries that came from the report:
- Instant Communication
When interacting with brands, millennial customers expect instant communication such as receiving email receipts, mobile text messages, or coupons in their inbox following a purchase. Millennials like to be in the know and have constant communication with brands.
Amazon is a company that has fulfilled this desire particularly well with the shipping and delivery notifications they send to customers. Other brands have also started to catch on to this customer experience trend and now use chatbots that make it possible to respond to issues and questions in real time.
- Interacting With Computers
Unlike older generations, millennials would much rather engage with a computer than talk to a real-life person. Taylor Schreiner, Director at Adobe Digital Insights, explained, “You can see this expectation that technology will provide great experiences in some of their survey responses. For instance, about half of people under 35 would rather engage with a computer than a human when interacting with a brand. Older groups much more clearly want to talk to real people and expect interactions with people to give them better experiences.”
This finding coincides with the millennial desire for instant communication. Millennials like to do things more quickly and tend to be more self-efficient than older generations, and computers enable them to do just that.
- Having Their Voices Heard
Last but certainly not least, millennial consumers want to have their voices heard. The Adobe study revealed that nine in 10 people aged 18 to 34 said they would take action following a bad online customer experience. This action included stopping purchases from the company, telling friends, and posting reviews on social media or a review site. By contrast, survey respondents over the age of 35 were somewhat less likely to take action with eight in 10 people stating they would.
In addition to wanting to be heard, millennials expect a response. The study found that among the people that posted on social media about their bad experience, a total of two in three heard back from the company. Schreiner emphasized the importance of this, stating, “Being responsive to customers is fundamental to meeting their customer experience expectations.”
These customer experience trends are likely to continue for the foreseeable future and as technology advances, consumers will increase their expectations accordingly. The way brands interact with their customers is an ever-evolving process, and it’ll be interesting to see what exactly this entails going forward.
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