Customer service of the future will be divided into two classes: Younger generations expect a fast standard service, while older target groups expect an individual premium service. Retailers should know the needs of their target groups and adapt their customer service accordingly.
Online customers agree on one point: If they have a question during their customer journey, they expect competent support. But each target group sees what is “competent” differently. In my opinion, there will be two winners in customer service in the future. Those who respond quickly on as many channels as possible with high accessibility and those who offer personal and high-quality customer service.
Customer service for Millennials & GenZ: fast, easy to reach, AI-supported
Why is that? A new generation of buyers is emerging with Millennials and GenZ. They often don’t invest large amounts of money when shopping online and therefore don’t expect highly competent advice when choosing products. When they contact customer service, they usually have two questions: When will my order arrive? And when will I get my money back? They prefer to have answers straight away, even at half past two in the morning.
Anyone who employs well-trained agents in a call center is investing in the wrong place. Because the majority of Millennials and GenZ no longer pick up the phone. They contact the retailer via chat, WhatsApp or social media. Many of their queries are so standardized that they can be answered just as good using artificial intelligence applications – cost-effectively, fast and always available.
Customer service for silver surfers: personal, trustworthy, competent
The second type of winner when it comes to customer service are online retailers who focus on the silver surfer target group. Not only are they numerically larger than Millennials and Gen Z, they also have greater purchasing power. Older customers no longer care about shopping where they can get the biggest discount. Rather, they want to spend their money with a retailer that offers them security and personal support.
Ideally, customers have a personal advisor with their own direct number who not only explains the advantages and disadvantages of all available TV models over the phone or via video call and takes care of connecting the device at home, but also askes about the health of their grandchildren or dog. Anyone who receives an email from their personal advisor shortly before the end of the day saying that unfortunately he couldn’t do anything today but will take care of their concerns first thing in the morning will never buy their television anywhere else again.
The crucial question for online retailers is: Is customer service a hygiene factor that needs to be offered as cost-effectively and fast as possible? Or is customer service the underlying business model? The winners of tomorrow have an answer to this, based on their customer profile. And you should have an answer soon as well. Our ecommerce customer service specialist are available to help you further, get in touch for a free consult.