Asia/Pacific Advanced Customer Care and Retention Survey, 2008: Reaching Generation Y

This publication has been discontinued on June 28, 2011.

Introduction

Abstract

This IDC study examines Generation Y (Gen Y) customers' behavior, preferences, and interest in using new customer care media such as going online, mobile text messaging, and so forth. It also aims to provide insights to help companies draw some actionable knowledge from customer interactions to improve their overall business performance.

"IDC survey findings showed that young consumers had been going to someone else or somewhere else instead of returning to companies to seek help. This would be detrimental for companies as they risk loosing good relationships with their existing customers and also miss the opportunity to upsell to customers. It is important for companies to develop advanced customer care and retention (ACCR) to remain relevant and retain customers," says Audrey Heng, associate market analyst, Emerging Technology Advisory Services, IDC/Asia Pacific.

Table of Contents

• IDC Opinion
• In This Study
• Introduction
• Methodology
• Study Design
• Sample Definition
• Sample Achievement
• Quotas
• Profile of Sample
• Situation Overview
• Introduction
• Customer Care Currently Used
• Preferences for Customer Care for Second-Generation Customers
• Preferred Method of Communication with Customer Care
• Preferred Methods of Contacting Customer Care in Relation to Type of Help Needed
• Preference for Customer Care Agent and Likely Interest in Avatars
• Types of Information that Motivate Frequency of Contact with Customer Care
• Future Outlook
• Essential Guidance
• Learn More
• Related Research
• Synopsis
• Table: Sample Achievement
• Table: Devices Currently Owned (%)
• Table: Top 2 Preferred Methods of Contacting Customer Care When Soliciting Information
• Table: Top 2 Preferred Methods of Contacting Customer Care for Troubleshooting
• Figure: Gender
• Figure: Current Source of Help
• Figure: Method of Contacting Company/Store for Help
• Figure: Satisfaction of Customer Care Services Received at Company/Store
• Figure: Preferred Method of Contacting Customer Care
• Figure: Importance of Having More than One Way of Contacting Customer Care or Technical Support
• Figure: Important Traits for Customer Care Agent
• Figure: Interest in Interacting with Avatars
• Figure: Types of Information that Motivate Customers to Frequently Seek Help

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