Different generations have different attitudes towards customer support. However, when it comes to Millennials and Gen Z, there’s more that unites these two generations than separates them.
In this article, we’ll be exploring why video has become an essential part of the Millennial and Gen Z lifestyle.
What’s more, we’ll break down why these generations expect to see more businesses using video chat for customer support.
Previous generations like Baby boomers and Generation X were not engulfed by the tech powerhouses which dominate us today.
Until mobile phones became mainstream in the mid to late 90s, most communication was via traditional channels, such as landline telephones, post, and later email.
While Baby boomers spent most of their lives using traditional channels, Millennials were the first generation to become completely immersed in tech. Gen Z have never known a life without it.
Smart phones, online shopping, and video communication channels like Facetime and WhatsApp are now second nature to both Millennials and Gen Z alike. They recognise video chat as a fast, effortless way of connecting with people at any time and place.
The COVID pandemic has had an impact too. While many of us have been unable to meet in person, thanks to video, virtual meetups have allowed us to continue communicating face to face. It’s no wonder why video chat has become so popular.
Still, video chat’s increasing popularity raises an interesting question: If Millennials and Gen Z are so used to using video chat in their personal lives, why do most contact centres still focus on traditional channels for customer support?
The Millennial and Gen Z generations make up a combined 48% of the consumer population. It’d be short-sighted of any serious company to not adhere to the changing demands of almost half of their customers.
However, while contact centre internal systems might be modernised, most customer support processes are largely the same as they were 20-30 years ago.
A customer calls a company from their phone, they get through to the switchboard, wait on hold, and finally get through to the agent on the other end.
It’s far removed from how younger generations interact with each other today. In the past, waiting for responses was the norm when it came to traditional contact channels. Baby boomers and Gen X knew to expect these waiting times.
Younger generations are different. Millennials and Gen Z like their responses fast.
What’s more, Millennials and Gen Z are innate tech users who are masters of multitasking. They are able to look at several different screens at the same time with total ease and understanding.
So what does this mean for businesses and customer support?
It means that if these generations have changed the way they communicate with friends and family, it makes sense that they’ll change the way they communicate with businesses too.
In a world where just about everyone communicates via social media or on a smartphone, it is vital that companies are quick to respond to these changing consumer habits.
The easiest way of doing this is by implementing video chat for customer support.
Video chat mimics how younger generations communicate with their peers, so it’s a great way to make your brand look more relatable, current, and approachable. The last thing you want to do is to alienate your customers by appearing outdated.
Having video chat on your website means that your Millennial and Gen Z customers can easily engage with your business via their preferred method.
It’s quick and easy to use too, which is great for younger customers with short attention spans. For instance, Gen Z are said to have an average attention span of eight seconds!
To help solve this issue, video chat is a super fast customer engagement channel. It means you are less likely to lose Millennials and Gen Z from your sales funnel.
Video chat is especially effective on mobile too - an increasingly important consideration
Millennials and Gen Z spend an average of 15.1 hours every week on their smartphones. It’s the preferred device for surfing the web amongst the younger demographic.
With this in mind, you can improve the customer experience by adding an easy call-to-action button on your mobile site. It means customers can start a call with a simple tap on their screen. It’s a process familiar to Millennials and Gen Z thanks to their use of video apps like FaceTime.
Another benefit of offering video support for Millennials and Gen Z is video’s effectiveness as a marketing tool.
For example, how many times have you been scrolling through social media and stopped because you’ve spotted a picture or a video of a product you liked?
Brands use media to market to their customers for a simple reason: it stands out and makes the product look fantastic.
Video marketing content is especially valuable as it means customers can get a better idea of the look and feel of the product. It enhances the customer experience.
Video chat does the same thing. Brands can use it to demonstrate products and show off features. They can bring the in store experience online.
Not only is this great for conversions, but it boosts credibility for your company and helps to build better, more direct customer relationships too. It’s an example of customer engagement done right.
Both Millennials and Gen Z use video communication much more than previous generations, and brands have taken note. With most companies’ social media feeds being filled with memes, GIFs, and videos, the question still remains: shouldn’t customer support centres adapt?
The truth is that lots of them are already adapting. In the last year, the use of video chat for customer service has sky-rocketed by 70%!
Ultimately, forward thinking companies understand that, as tech becomes more embedded in society, consumer expectations of customer support will only increase too.
Personal video communication has already dramatically increased. So, if you’re looking to truly engage a younger demographic, make sure to take changing consumer habits seriously. Your Millennial and Gen Z customers will thank you.
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