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Channels irrelevant to customers, says SDL survey

Channels irrelevant to customers, says SDL survey 

The study surveyed more than 1800 millennials between the ages of 18-36 and the data reveals consumers do not care which device they use when they interact with a company. Fifty eight percent of those surveyed stated they expected to engage with a company on their own terms – wherever they wanted, and through whatever channel.

The data emphasizes that brands switch their focus from channels to what they know about the consumers to drive their business.

Millennials demand consistent and seamless interaction irrespective of brands or device. The data reveals millennials use smartphones 43 times a day and 30 percent noted they use more than four devices in a day’s period. Among the millennials surveyed who use more than one platform to interact, 60 percent expect consistency from brands whether they connect via phone, online or in store. These statistics emphasize that marketers must adapt to fast changing consumer preferences and expectations. Users easily browse through on and offline touch points and expect brands to move with them interacting with their needs.

“Consumers have drastically changed the way they engage and interact with companies, altering expectations and making it imperative for brands to quickly adapt,” explained Paige O’Neill, CMO at SDL, in a press release. “To keep pace, marketers should focus on the experiences customers want throughout the customer journey, and adjust company strategies to coincide. If you change the way you engage customers on one channel, it may only be one step in an overall strategy. It is vital for organizations to ensure channels are so connected that they become irrelevant, placing the focus on delivering true omni-channel engagement.”

The overabundance of digital devices has provided millennials with seamless options to interact with brands, making the shift to omni-channel engagement more challenging. If marketers adjust their strategies and concentrate more on consumer preferences and expectations, user experience will remain a top priority.

Brands should consider three points when interacting with this demographic. First, track where and how customers interact with a brand, and meet the customers where they are and consistently provide them information they find useful. Secondly, consistent user experience can play a key role for a brand and reinforces a brand’s identity in a high-competition market place. And, integrate internal resources to ensure access to all critical data by constantly updating inventory and its processes.

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