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Human interaction ‘last resort’ for Millennials

Staff reporter
17 October 2017 1 minute readShare
Customer service

Face-to-face customer service is the least desirable form of contact for younger generations, as smartphones become their chief method of communication with brands.

A survey on the communication habits of Millennials and Gen Z found that the majority of young Australians would only speak to a human as a last resort when communicating with a business.

Instead, a company’s website or app is the first place they turn to, followed by live chat and social media in third place.

“What we see in the research data is the phone truly becoming an extension of the self, and the platforms and apps within it — digital life — occupying more than their offline interactions,” said Rurik Bradbury, global head of communications and research at global online messaging provider LivePerson, which commissioned the study.

Such is the importance that these generations now place on their phones, 60 per cent said they are willing to leave home without their wallets, but not without their phones.

Despite this reliance, however, SMS marketing is looked down upon by a large number of young Australians.

According to LivePerson’s figures, more than a third do not want to receive any promotions or offers from businesses via text message, although over 40 per cent are open to SMS marketing provided it is relevant and tailored to them.

Human interaction ‘last resort’ for Millennials
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Staff reporter

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