CUSTOMER PREFERENCES & EXPECTATIONS

BY INTERACTION CHANNEL

Created by Aria Solutions Inc., Jan. 2016www.ariasolutions.com

Immediacy of the customer request & the channel chosen

Channel popularity by generation

Types of customer requests & the channel chosen

IMMEDIATE NEAR IMMEDIATE LESS IMMEDIATE

NOT IMMEDIATE

GENERATION X(Born 1961-1980)

GENERATION X(Born 1961-1980)

Global Contact Centre Benchmarking Report 2015 © Dimension Data 2015

COMPLEX LESSCOMPLEX

LIMITEDCOMPLEXITY

SIMPLE TOCOMPLEX

LIMITEDCOMPLEXITY

SILENT GENERATION

(Born before 1944)

BABY BOOMERS

Born 1945-1960

BUSINESS GUIDANCE

VOICE SMS CHAT EMAIL SOCIAL

EXAMPLES: EXAMPLES: EXAMPLES: EXAMPLES: EXAMPLES:

Loan applications that require financial documents

Efforts to obtain a refund for unsatisfactory performance, or to complain about bad customer service

Account balance notices, deliverynotices, appointment reminders and flight change notices

Technicalsupport, product details

Immediate travel issues, reporting a lost/stolen credit card

GENERATION Y(Born 1981-1999)

GENERATION Y(Born 1981-1999)

Build voice to address complex, interactive

customer needs, integrate systems to allow agents to

quickly investigate and resolve.

Build email to provide security and accuracy. Don’t

focus on immediacy – reasonable response times depend on industry but can range from 2 to 24 hours.

Creating a strategy for social media interactions is critical, simply because the

need and use varies substantially by business

and consumer. Age demographics are key.

Businesses must assess their customer demographics

when delivering chat as an interaction channel.

Recognize that text for business is different than

personal texting, likely less interactive. Generational

impact is significant.