The traditional phone is becoming less popular as a mode of engagement with a contact centre for the Generation Y, which consists of individuals born between 1980 and 2000.
According to Dimension Data's 2013/14 Global Contact Centre Benchmarking Report, only 38 percent of the Generation Y used the traditional phones to engage a contact centre. A higher percentage of them preferred doing so through electronic messaging (49 percent) and social media (46 percent). The findings are based on the opinions of 817 organisations covering 11 business sectors in 79 countries across Asia Pacific, Australia, the Middle East, Africa, the Americas and Europe.
Since contact centres are today assuming greater responsibility of enabling organisations to engage with and retain their customers, it is important for organisations to cater to the customers' preferred mode of engagement. Almost one one-third of the organisations polled have not analysed their customers' channel preferences by age, according to Andrew McNair, Dimension Data's head of global benchmarking.
The research revealed that Generation Y is channel-agnostic when it comes to engaging with contact centres. "Generation Y simply wants to get things done, and will use a variety of electronic devices they have at their disposal to fulfil that need," said McNair.
Organisations thus need to introduce omnichannel environments that enable customers to move effortlessly from one channel to another using a range of devices. The channels need to be connected in such a way that conversations and transactions that are started on one channel can be continued on another, without having duplicate process steps.
As the Generation Y makes up the biggest demographic today, McNair concluded that moving to omnichannel environments, especially for organisations relying on their contact centre to achieve their bottom line, is "not a choice but a necessity."
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