According to Pew Research Center‘s analysis of data from the U.S. Census Bureau, Millennials are the largest generation in the U.S. workforce, making up for 35% of today’s workers. What can we learn from these digital natives about how to approach customer experience (CX) in sales?
Recently, Nucleus Research assigned a Millennial analyst to an all-Millennial sales team in Oracle’s CX group in Santa Monica, CA in the hopes of learning about how the generation utilizes technology to drive sales.
Here are 3 takeaways from the Nucleus research.
Lesson #1: Always be connected
With a solid background in digital communications, Millennials are able to build relationships by staying connected with the help of multichannel communication tools. They can move from messaging systems to phone calls to email and more with ease, allowing them to always be available for prospects and clients in real time.
In the report, analyst Daniel Elman says, “This allows reps to communicate with their prospects more naturally without needing to set up many formal meetings, speeding up the sales cycle. For example, while most upmarket deals take multiple months to close, the interviewed team has closed deals in under one month without a single formal, in-person meeting.”
Lesson #2: Tech tools streamline work
Millennials are fast adopters of technology, and because of that, a sales team can automate much of their work, saving time for them to focus on what matters the most — building relationships with their prospects and current clients. For example, the report discusses how this Millennial sales team adopted a quote generation tool that delivers a customized quote in minutes when it may previously have taken days — or longer.
The report also talks about a tool used to track customer interactions and automatically dial contacts to get the sales staff on the phone with prospects. A click-to-call system might not seem impressive, but according to Elman, it’s “a seemingly simple tool that Nucleus data conservatively shows can save each rep approximately one work week per year spent manually entering phone numbers.”
Lesson #3: Make things easy for your customers
One of the simplest ways to improve customer experience is to simplify things for your prospects and customers. For example, there’s a lot of information shared between a sales team and their potential clients. In addition, each lead usually comes with multiple decision makers, which can make sharing data with everyone involved a monumental task. With the Millennial workforce having grown up in a digital world, they don’t shy away from tech tools that will improve the customer experience. The team shadowed for the research report utilizes centralized digital hubs, such as boards and webpages, which reps can use to share information with prospects.
Elman says, “This allows for one central Web location to host all relevant research and product information for customers, something more efficient than continuously sharing files or links over email.”
So what can smart businesses learn from studying Millennial training and employment? In the report, Nucleus Research CEO Ian Campbell says, “By identifying the opportunity and aligning the digital sales strategy with the skills and attitudes of its next generation sales representatives, Oracle shows it is able to pivot and stay agile in a changing marketplace.”
By embracing tech to streamline processes and focusing instead on relationship building, sales reps of all ages will be better suited to meet the needs of the modern consumer.