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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)
 

Millennials and Gen Z are changing customer expectations

Customer service really does matter after all

Customer service and support channels other than email and telephone are continuing to gain popularity, especially among Millennials and Generation Z who have very distinct preferences and expectations compared to Generation X and Baby Boomers, according to research from Zendesk.

Based on surveys of more than 2,500 consumers in the US, UK, France and Germany, the company's research revealed generational differences in customer support channel preferences, with 67% of US respondents having used live chat, social media, or texting for customer service.

Among Gen Z and Millennials, 46% and 47% respectively have used social media to communicate with customer service in the past year - compared to only 7% of Baby Boomers and 26% of Gen X. More than a third (36%) of Gen Z consumers prefer social media for simple inquiries compared to only 5% of Baby Boomers.

With regard to the US, the report also provides insights into how consumer expectations have changed over the past five years. Nearly two-thirds (65%) of those surveyed say they expect customer service to be faster than it was five years ago and 89% say a quick response to an initial inquiry is important when deciding which company to buy from. More than half (51%) will wait less than an hour before trying a second contact method if they haven't heard back and 10% will try another contact method after less than five minutes.

"While customer service issues are common, it is how and when a company resolves problems that will profoundly impact future purchases," said Diane Hagglund, founder and principal, Dimensional Research, the market research company Zendesk commissioned for the study.

Additional findings from the study included:

"The definition of good customer service has changed. People hold all companies to a higher standard and expect them to match the best experience they have ever had, every time," said Astha Malik, vice president, product and platform marketing, Zendesk. "With intense competition, changing customer preferences, and diminishing loyalty to brands, it's the companies that invest in understanding their customers and adapt to ever-evolving needs that will be able to stay ahead and win the customer's trust."


Sources: Zendesk /
The Marketing Factbook.
Copyright © 2019 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)
 
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