PRESS RELEASE: Omnibus research performed by Vision Critical for customer service specialist KANA®, A Verint® Company (NASDAQ: VRNT), today revealed that those in the 65+ age demographic may be better connected and more responsive than their younger counterparts between the ages of 55 to 64.
KANA, via the omnibus study, asked a representative sample of UK adults how frequently they checked for communication responses on their mobile devices. Responses showed that for every channel of communication, the 65 and over group checked just as regularly, if not more often, than the 55-64 demographic. On an average day, those 65+ indicated they check their email inbox five times more than those aged 55-64.
Another question evaluated the physical relationship between this age group and their mobile devices. A surprising 63 percent of those over 65 reported that they never stray more than 10 metres from their mobile. One in 10 admitted to keeping their phone on them at all times.
Kenny Bain, EMEA general manager for KANA, says, “Often considered late adopters, this study shows that the over 65 age group make up some of the most prolific users of mobile technology and are quite happy to engage in frequent communication via digital channels.”
Further mobile trends and statistics from the study indicated how this segment of the baby boomer generation checks status updates and responses via their mobile devices, suggesting their usage frequency also impacts their customer service preferences and expectations:
The research reinforces that the 65+ demographic is embracing mobile for everything from keeping in touch with family, to paying bills online and requesting services of governments and merchants. With people working well into their sixties, there is an argument that pensioners have now got the edge on mobile device productivity.
Additionally, the study revealed that it’s not just teenagers who are wedded to their mobile devices. The 65+ age group tends to keep phones in reach, with almost half claiming they never miss a call. There may be various reasons for these findings, including safety and staying connected with family and friends, especially for those living on their own.
Bain adds, “Our data shows that customer service organisations must be mindful of the 65+ aged consumer who is more responsive and tech savvy than ever before. Consistent multichannel service capabilities with agents and digital self-service options must be available to everyone, as long-held assumptions about pensioner consumers being less inclined to engage with organisations through digital channels are fast becoming obsolete.”
The omnibus study also found that the average UK consumer has routinely used more than seven digital communication channels in the past year, creating new opportunities for most business-to-consumer organisations. The explosion of social media platforms targeted at consumers in the past 10 years and ease of adoption are creating challenges for businesses as more consumers take to social platforms, such as Facebook and Twitter, to seek help and air their grievances about poor service.
In fact, the study showed that the average UK adult spends nearly two weeks each year waiting “on hold” for service, making complaints and using digital channels to direct their concerns to companies that provide poor service.
The average UK consumer has used 7.4 channels of electronic communication in the past six months. Amongst 18 to 24 year olds, this figure rises to 8.4 channels. The figure is lowest in the 65 and older age bracket, but even this age band uses 6.2 methods of electronic communication.
The poll also found that an astonishing two weeks each year – equivalent to the amount of time typically
taken for a summer holiday – are lost by every adult simply trying to get the service they need or expect from private and public sector organisations.
About the Research
Vision Critical conducted an online survey among 2,000 randomly selected British adults in the 55-64 and 65+ age bands. The margin of error—which measures sampling variability—is +/- 2.2%. The results have been statistically weighted according to the most current age, gender, region data and newspaper readership data to ensure the sample is representative of the entire adult population of Great Britain.
KANA®, A Verint® Company, is a leading provider of cloud and on-premise customer service solutions. KANA helps global organizations—including many of the Fortune 500, mid-market businesses and public sector agencies—optimize their engagements with consistent and contextual customer journeys across agent, web, social and mobile experiences. Using KANA solutions, organizations can reduce operational costs, increase resolution rates and improve brand loyalty. Learn more at www.kana.com.
About Verint Systems Inc.
Verint® (NASDAQ: VRNT) is a global leader in Actionable Intelligence® solutions. Actionable Intelligence is a necessity in a dynamic world of massive information growth because it empowers organizations with crucial insights and enables decision makers to anticipate, respond and take action. Verint Actionable Intelligence solutions help organizations address three important challenges: customer engagement optimization; security intelligence; and fraud, risk, and compliance. Today, more than 10,000 organizations in over 180 countries, including over 80 percent of the Fortune 100, use Verint solutions to improve enterprise performance and make the world a safer place. Learn more at www.verint.com.