Posted 14 October 2014

Voice as an activator for young professionals

Young professionals

The young professional of this age is a busy woman or man, most probably living in the big smoke and always short of time because he or she is too busy climbing to the top of the career ladder. When this person decides to make a purchase, the common misconception of the always-on, mobile and connected young professional will stick to online only throughout the buying process – that is from researching the brand or product to actually finalising the purchase. 

The young professional of this age is a busy woman or man, most probably living in the big smoke and always short of time because he or she is too busy climbing to the top of the career ladder. When this person decides to make a purchase, the common misconception of the always-on, mobile and connected young professional will stick to online only throughout the buying process – that is from researching the brand or product to actually finalising the purchase. 

We’ve carried out some research into the role of the phone call in the buying process and looking at this generation of young professionals, found that they are in fact highly likely to feel relief about speaking to a person on the phone, precisely because they are so short of time. We found that people aged from 16 to 34 value the human voice and like to receive answers to questions straight away. This is evidenced by 57% of people belonging to this age group saying that they are indeed often short of time and value speaking to an operator who is well informed.

Young professionals are happier for their search history to be used as they recognise it would save time and hassle, compared to 35-44 and 44-55’s who are less trusting. Young professionals understand that this is to their benefit, as an agent can start the conversation with the customer from where they left off researching a brand or product online.

Nearly half of all young professional surveyed do all their research online, but really value speaking to someone to verify they have all facts and information straight. Half of these young professionals would also feel more confident if the person on the other side is someone they can relate to. 

Forty per cent of young professionals said speaking to the company helps specifically when booking a holiday, buying a car or taking out a mortgage. When on the phone to a company and the operator is well informed, helpful and deals with calls as expected, 64% say it gives them peace of mind and confidence that they are getting exactly what they want. 

When people receive great customer service, they are most likely to share their positive experience through word of mouth. Interestingly, young professionals are most likely to share their experience on social media. 

Young professionals belong to a generation which believes in word of mouth, recommendations from friends, but are not afraid to make a purchase online and speaking with someone when they’re spending a great deal of money matters. There is more than online when considering young professionals’ buying behaviour – they value the human voice, but for different reasons than others may do.

Read our full whitepaper here to find out more about how voice is the new relationship milestone.

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