In a recent blog post, we discussed the importance of marketing to millennials in your contact center. As we explained, millennials will eventually bypass Baby Boomers in terms of overall spending power and so it’s crucial to offer services they find appealing and easy to use.
This doesn’t mean, though, that you can neglect the changing needs of your aging Baby Boomer customers. Baby Boomers, after all, still make up a tremendous portion of the American population — and possibly your customer or donor bases. Data from the most recent U.S. Census shows that there are at about 76.4 million Baby Boomers.
The good news is that Baby Boomers aren’t all that far behind millennials in their demand for cutting edge technologies that save time and increase convenience. For example, 59 percent of seniors have made a digital purchase in the last three months. Over 28 million seniors now have a Facebook account. And 45 percent of people over the age of 45 choose live chat because they believe it’s convenient.
Here are some other interesting statistics about Baby Boomers:
- 83 percent of younger Boomers (51 to 59) use the Internet. 76 percent of older Boomers (60 to 69) do so as well. Conversely, 97 percent of millennials use the Internet.
- 91 percent of younger Boomers own a cell phone as do 87 percent of older Boomers.
- 66 percent of younger Boomers have broadband at home, while just 60 percent of older Boomers do.
At the same time, there are definitely older Baby Boomers out there who do not want to use new technologies like live chat and social media and much prefer the old fashioned method of picking up the phone and speaking to a live agent.
Every customer is different and so we can only generalize up to a certain extent. The most important thing you can do is to offer a variety of technologies and support services, to ensure that all customers — regardless of their age or needs — can resolve issues quickly and in a way that they find to be easy.
For this reason, it’s important to use big data to your advantage. Drill down into the core needs of your target market, and build your customer service department around them.
One of the best ways to ensure that your customer service department is flexible and responsive to customer needs is to outsource operations to a third party solutions provider. InfoCision, for instance, drills down into customer data and uses the information to build short and long term marketing and customer support strategies.
To learn more about InfoCision, click here.