Why millennials want self-service solutions [Q&A]

The millennial generation has grown up with the internet, so naturally they demand more from their business systems and online service providers. Product managers need to recognize this dynamic and ensure that their SaaS products deliver.

We spoke to William Colleran, CEO of online contextual help provider AnswerDash to explore this wake-up call for businesses.

BN: What impact is the millennial generation having on service delivery?

WC: Millennials are influencing service delivery more than any generation, especially by expecting and demanding efficient, reliable and intuitive technologies. At over 75 million strong according to Pew Research, millennials are now the largest demographic cohort, and with immigration expanding this group more than any other, that population is projected to peak in 2036 at over 80 million. Because of these huge numbers, the preferences of millennials strongly influence the user experience that technology companies are designing into their products and services, impacting everything from tablets to smartphones and from SaaS apps to mobile apps. This emphasis on enhanced user experiences requires not just intuitive, easy-to-use interfaces but also systems that respond rapidly to create interactive, real-time experiences. Millennials want information at their fingertips, they want it easy to consume, and they want it now.

BN: Are businesses going to lose out if they don't embrace this trend?

WC: To put it simply, yes. Being steeped in technology, millennials are self-reliant with no patience for poor customer service, and businesses must cater to this generation to stay relevant and trusted. Industry research indicates that by 2017, the millennial generation will comprise the largest online audience and will have more buying power than any prior generation, including baby boomers. Given millennials' massive market impact, businesses must appeal to their values, lifestyle and preferences.

BN: How can virtual service agents and alternatives enhance the customer experience?

WC: We see self-service options, such as that offered by AnswerDash, as improvements over the experience that virtual agents provide. A "virtual service agent" is a software program that imitates live chat but without the "live" part -- meaning, there’s no human in the communication loop. Instead, the software program provides responses to textual inquiries by mining information in a knowledgebase. We advocate a more direct interaction, where users point and click on questions and answers that are selected from the knowledgebase because they are highly relevant based on the history of prior users in similar contexts. We have found this approach to be more effective and less burdensome on users than the mock-dialogue (typing large amounts of text back and forth) required by a virtual agent. AnswerDash's approach is more familiar to users, since people are accustomed to tapping on content via their smartphones and tablets. Tapping an image or text takes less effort than typing and is more intuitive, making it easy for users to find answers they are looking for.

BN: Can we expect to see enterprise systems adopting a similar self-service approach in future?

WC: Absolutely. In fact, we all see rapid adoption of self-service kiosks in airport terminals, grocery stores, banks, movie theaters and many other venues. Online businesses are starting to see the same value in adopting self-service on their websites. Self-service kiosks in the physical world reduce the time for customers to achieve their goals while simultaneously reducing the labor costs for business owners to service those customers. Similarly, online self-service enables users to help themselves, obviating the need for customers to engage with customer service agents. This approach saves businesses time and money while enhancing customer satisfaction.

BN: Isn't there a risk that adopting a 'millennial approach' will alienate older users?

WC: Adopting a millennial approach with self-service solutions doesn't mean abandoning other options, such as email, FAQ, phone or live-chat, that appeal to older generations. Rather, adopting millennial-friendly, self-service technologies represents an evolved approach to customer care, providing a faster, more efficient option for customers who grew up with technology. Businesses that provide a variety of customer care options, allow customers to make their own decisions on what level of attention is best.

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