GoResponse Telephone Answering Service Staff

Consumer demands divided by generational gap

social MediaNew research has shown that call centres that want to maximise their customer service must tailor their care with some consideration to age. This is because 46 per cent of 16-to-24-year-olds say it’s important for companies to be able to communicate via social media. This compares to just 16 per cent of those aged 55 and over who say the same.

The latest Enghouse Interactive survey polled more than 2,000 adults across the country on various forms of brand contact. Just 9 per cent of individuals aged 16 to 24 said that social media contact wasn’t important. However, this rises to 41 per cent when people over 55 years old were questioned.

In addition, email was shown to be the preferred contact method of 46 per cent of those asked; this is nearly 12 times the 4 per cent of people who named social media. Despite this, 17 per cent of people said they’d use social media to spread the word about poor service.

The obvious age split means that telephone answering services need to change their tactics depending on the customer they’re dealing with.

Jeremy Payne, the International VP of Marketing for Enghouse Interactive, said: “Our survey findings are polarised around age. The lesson is that a one-size-fits-all approach simply doesn’t work in today’s complex market. Businesses need to know their customers and deliver services tailored to their needs. If your business model is predominantly online or you’re marketing to a young audience, you’ll want to offer social media engagement.”

Meanwhile, traditional methods should be used when working with an older audience.

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