Are Millennials taking advantage of retailers’ goodwill?
Twenty-four percent of Millennials have falsely reported an unpleasant experience to a customer service department with the expectation of a receiving a discount or coupon, according to a survey from UJET.
The study’s findings show that Millennials are more eager than Gen-Xers (14 percent) and Baby Boomers (two percent) “to take advantage of a retailer’s goodwill efforts to make up for a bad experience.”
The survey of 1,500 U.S. consumers found that Millennials hold a dimmer view of customer service and the benefit of store associates while being much more open to complaining if service levels fall short.
Among the findings:
- Sixty percent of Millennials said customer service is as important as quality and price, versus 67 percent of Gen-Xers and 71 percent of Boomers;
- Forty-seven percent of Millennials say they would rather purchase the wrong item and later return it than speak to a store associate; 38 percent of Gen-Xers and only 18 percent of Boomers said the same;
- Fifty-five percent of Millennials are more likely to write a negative review online if they’ve had a poor experience with a brand’s customer support department, compared to 38 percent of Boomers.
UJET said Millennials’ readiness to punish businesses that deliver poor experiences — whether through posting poor reviews or seeking discounts — points to a need for real-time communications for customer support across channels.
“The Millennial generation is changing the very nature of customer support,” according to the report. “Today’s smartphone and IoT-centric society has created a culture of immediate gratification and digital interactions; the explosion of on-demand services has driven a monumental change in consumer’s expectations for convenience, which extends beyond ease of purchase to customer service and support.”
- UJET Retail Shopping Survey Shows Millennials Are Quick to Buy and Try Online, but Beware: Their Next Move Hinges on Customer Service – UJET
- UJET August 2018 Retail Experience Snapshot – UJET
DISCUSSION QUESTIONS: Do you think Millennials are more apt to complain about customer service issues to gain discount or coupons versus other generational groups? Do you agree that Millennials are “changing the very nature” of customer service and support?