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BizReport : Trends & Ideas archives : July 12, 2016

Just 12% of 16- to 55-year-olds prefer to phone customer service

If you thought it was just younger generations that prefer to text, instant message or email businesses for customer service, think again.

by Helen Leggatt

New research from cloud-based contact center solution provider Magnetic North reveals that businesses need a new approach to customer service saying that the contact center industry needs to "rip up the old rules of customer service, or risk losing customers".

Their findings reveals that just 7% of 16-24-year-olds will call a business, even if it is with regard to a high value sales query. Instead, they prefer to deal with businesses that offer multiple communication options such as email, text, social media or instant messaging.

Furthermore, before you think that this is just something related to the youth of today, Magnetic North's findings also found that just 12% of people between the ages of 16-55 prefer to call a business.

So, while 'inbound' has traditionally indicated telephone calls, that word now needs to reflect today's preferred channels with a similar speed of response.

"As we see the rise of a more customer-centric type of business, the contact center is increasingly expected to contribute to revenue generation. In order to build customer loyalty and stand out against the competition, businesses need to deliver exceptional personalized customer experiences," says Enda Kenneally, VP Sales & Business Development UK&I, Magnetic North.

"Responding to customer demands is a huge challenge for businesses and the old rules of 'answer it quickly and dispatch it quickly' are simply no longer sufficient. In order to achieve contact center success, we need new technology, new skills and new strategies. So we're ripping up the old rule-book and writing a new one."

Tags: call center, customer service, telephone, trends

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