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Why brand engagement via a multi-channel approach is important

Young people look for brands that align with their personal values, and 71% of millennials and Gen Z cite the sustainability and ethicality of a brand as major factors in making purchase decisions for Gen Z and millennials.

A survey of 1500 millennials carried out by TGM Inc saw 58% of millennials and Gen Z stating they carry independent research before purchasing a product. Young people look for brands that align with their personal values, and 71% of millennials and Gen Z cite the sustainability and ethicality of a brand as major factors in making purchase decisions for Gen Z and millennials. They want brands to better engage, via multi-channel approach, with 48% citing they would like brands to conduct workshops on new products before they purchased from them.
48% of millennials and Gen Z expressed interest in brand workshops on new products before they make a purchase.

The digitally savvy, sustainable, cause-conscious consumer is not going to buy without having done their own research and satisfied themselves on the ethics, integrity, transparency, and pricing of a brand. Thus marketing, and working with agencies to deliver energizing content is great. Make sure it has customer service at the heart of it.


A survey of 1500 millennials carried out by CX Live saw 58% of millennials and Gen Z stating they carry independent research before purchasing a product.

Young people look for brands that align with their personal values, and 71% of millennials and Gen Z cite the sustainability and ethicality of a brand as major factors in making purchase decisions for Gen Z and millennials.

They want brands to better engage, via multi-channel approach, with 48% citing they would like brands to conduct workshops on new products before they purchased from them.


Thus, the more varied and deep a company’s marketing penetration is, the higher the rate of connection with a buyer. The days of hype are numbered and brands that resonate with a customer’s value system, and are able to convey the same effectively via their customer service will be the winners.


So, how do you transform your CX into a powerhouse of customer service quality and customer experience excellence?


5 steps that you can follow are:

  1. Standardising customer service benchmarks

  2. Deploying customer experience milestone

  3. Training and development to customer service teams that aligns with customer pain points and expectations

  4. Ensuring the customer service is able to articulate responses to customer empathetically, every step of the way

  5. Making the process visually available to the customer service team, having an open feedback system that allows everyone to share their experiences and help others learn from mistakes or apply from wins.

The digitally savvy, sustainable, cause-conscious consumer is not going to buy without having done their own research and satisfied themselves on the ethics, integrity, transparency, and pricing of a brand.

Thus developing and delivering energizing content is great. Make sure it has customer service at the heart of it.

To download a copy of the report on Global Youth Survey 2020 click here


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