A Report by Optus
In 2013, Optus commissioned a report to understand what good customer service looks like; its characteristics and features according to the four generations presently in the consumer market place:
- The Silent Generation born between 1925 and 1947
- The Baby Boomers born between 1948 and 1962
- Generation X born between 1963 and 1981
- Generation Y born between 1982 and 1999.
Research methodologies included ‘in-depth qualitative interviews with a small number of respondents and an online survey of a nationally representative sample of 5,044 Australian adults’.
Whilst content topics did not specifically cover the aged care sector, there is much to be drawn from the survey results relevant to the approaching consumer market.
Here are some other things from the Optus Report you might find interesting when thinking about your own customer service. The overarching message from Australian consumers to their service providers is, ‘ON OUR OWN TERMS’.
When we look at the drivers that are influencing global customer service trends, technology – most specifically the internet – is changing the way we shop for, research and recommend brands…the revolution is forcing service providers to rethink their approach to customers across both traditional and more technology-driven service channels.
But it’s not just a case of doing more for customers across a range of service channels. Regardless of what technological innovations lie just around the corner, Australians will continue to value brands that deliver a range of personalised experiences to meet customers’ particular service needs and preferences.
The overwhelming majority of Australians expect their service providers to do the simple things exceptionally well, regardless of whether a customer walks into a store, phones a service centre or jumps online.
While the findings point to a general deficiency in customer service standards, if there’s one thing that the results tell us, it’s that brands need to abandon a one-size-fits-all approach to customer service and embrace multi-channel service models that can be tailored to customers whenever, wherever and however they choose to engage with service providers.
Honest business practices, price transparency and timely service are the most important factors for good customer service.
Long wait times, unhelpful service and poor communication skills, including language barriers, dominate customers’ frustrations with their service providers.
Older Australians are twice as likely as their younger counterparts to rely on service providers for product information prior to making a purchase. Members of Generation Y are more likely to conduct their own research about new products and services with a third preferring to independently seek out information through websites or via their own social media networks.
Customers demand flexible and personal service. Around 28% of Australians want their service providers to know their personal product and service history. Almost a quarter value brands that are willing to set aside standards and processes if a customer’s circumstances warrant special treatment.
Brands can make significant progress in building customer loyalty through the way they respond when things go wrong. Australians reportedly want service providers to fix the problem at their own expense, offer financial compensation for inconveniencing their customers, admit fault and offer an apology.