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BizReport : Loyalty Marketing : July 15, 2016

Expert: How to build loyalty with millennials

There are now 80 million people in the Millennial generation - those born between 1980 and 2000, and experts say they'll out-spend Boomers in 2017. This shift is leading many merchants to wonder how to engage this powerful demographic. Here are three tips.

by Kristina Knight

First, don't call them

"Millennial clients don't need constant check-ins and status updates. Nearly half of this generation want to conduct customer service interactions online, and think of phone calls as "unwanted" and "outdated," said Cathy Reisenwitz, Capterra. "Save proactive outreach for older customers, and instead offer Millenials multiple channels where customer service can be reached."

Second, do chat and text with them

"When Millennials can communicate via text with favorite brands, 41% of report being "truly satisfied." That number is even higher when they trust brands to protect their privacy. Shoot over a text instead of calling," said Reisenwitz. "Live Chat is taking off. Experts predict it'll be huge for customer service in 2016. Live chat software is a good investment. And since a smartphone is more vital than a desktop computer to half of Millennials, make sure your live chat is mobile-optimized."

Third, let them self-serve

"DIY culture might have taken off with Gen X, but Millennials are applying it to customer service like no other generation. When it comes to questions about a product or service, Millennials are used to looking for information and trying to find an answer themselves," said Reisenwitz. "Make them happy by enabling them to look for solutions within a robust self-service center."

Tags: advertising, Capterra, ecommerce, loyalty marketing, millennial marketing

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