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Posted by Diane Clarkson on February 3, 2010
Using consumer data to challenge assumptions about how consumer segments will respond to various online customer service touch points is always interesting to me.
I’ve recently had an opportunity to the seniors (age 65+) and online customer service and found some interesting characteristics of the segment:
But here is the most interesting part of this data: the assumption that the senior segment would be less likely to use “newer” forms of online customer service is faulty. There is no difference in usage for click-to-chat, screen sharing, virtual agent or click-to-call between seniors versus all online consumers.
The data also takes us to some important insight on implementation: the senior segment tells us they are less interested in using some of these newer technologies, most notably, click-to-chat and virtual agents. This suggests that a lack of familiarity with chat and avatars inhibits interest.
But interest and usage are not the same. eBusiness professionals can inspire usage if the touch point is introduced at the right time in the right way. eBusiness professionals should consider the following best practices to encourage senior adoption of live help and virtual agents: