This is a guest post by Danielle Geoffroy, Research Associate on the AD&D team who helps with our customer service and unified communications research.
Do you hear that swooshing sound of a tweet being sent in the middle of a Google Hangout? It’s faint, but strong, and it means they’re coming. Generation Y—a generation raised entirely in a technology-driven world. This new breed of consumers demands more from companies and government agencies, with particularly high expectations for friction-free customer experiences. They’re prepared with knowledge of your company, and your top competitors. In fact, they often have more information about you and your products than your own employees.
This new generation should matter to you, because by 2018, the millennials will surpass the spending power of baby boomers. Remember: there is a dollar value to every positive and negative Yelp review, tweet, and Facebook status they target at you. With so much information at consumer’s fingertips, there is some give with the take. People don’t want to retain all of the information they receive on a daily basis. Striking a balance between the knowledge of your customers, and the methods deployed by your customer support agents, will lead to an enjoyable service experience, and keep you far away from the dreaded viral video of a support request gone wrong.
As the importance of technology to consumers continues to grow, pretty much anyone working for a company that wants to improve their customer experience needs to understand consumers’ technology behaviors. Questions companies ask include: “How did US consumers’ technology use change in 2014?” “Who are the early adopters of wearable devices?” “Are older adults using digital media?” “Are Millennials really ready to cut the cord?” These are just a few of the questions we answer in our newly released report on The State Of Consumers And Technology: Benchmark 2014, US. This data-rich report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for consumers’ level of technology adoption, usage, and attitudes. Our annual benchmark report is based on Forrester's Consumer Technographics® online benchmark surveythat we've been fielding since 1998.
A New York Times article, “What Is It About 20-Somethings?” written last summer has stayed with me as I continue to talk with clients about the Millennials and how they approach work life. This article talks about the new growing-up phase of today’s Millennials as a distinct life stage called “emerging adulthood” and relates it to “adolescence,” which was a new term 100 years ago when 12- to 18-year-olds began staying in school instead of starting to work at 12 or 13. Many young people in their early 20s are not following the path of past generations — graduate high school, go on to college, graduate, find a job, marry, start a family, and eventually retire. Rather, 40% of today’s Millennials move back home at least once, have many jobs as well as romantic relationships in their 20s, travel, do what appears like nothing, and go back to school. They are exploring and feel no need to rush to make work or personal commitments. They are the product of their Baby Boomer parents who, although they worry about their children making it on their own, provide support and encourage them to find what’s right for them. Millennials as children were encouraged to explore as they participated in a variety of sports, drama, music, and other enriching children-focused activities during and after school. It’s not surprising that they now want to explore many career and life options and don’t feel any obligation to follow the traditional approaches to adulthood. We also see government regulations allowing parents to keep their children on their health insurance until they are 26.