The Digital Gap Widens Between Baby Boomers and Everyone Else

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A recent survey (commissioned by Broadridge Financial Solutions) indicates the gap is broadening between the young and the old when it comes to the customer service experience in the digital age. Nearly three-quarters (74%) of those surveyed say they want companies to customize their digital experience based on what the company knows about them. However when you break it down by generation only 23 percent of baby boomers say they would be willing to share their data in comparison to 55 percent of millennials and 49 percent of Gen Z.

With increased rates of digital adoption, consumers are interested in the different ways companies can communicate digitally. Technologies that consumers would most like to see used in communications to improve the customer experience include:

  • Predictive analytics that send communications at the right time based on expected needs (67%).
  • Digital interactive documents with customizable sections (67%).
  • Artificial intelligence in customer service that helps answer simple questions immediately (63%).
  • QR codes on printed communications to scan and interact with on their phone (56%).

Despite the pandemic-induced quicker shift to digital, 44 percent of consumers still prefer to receive bills, statements and other important documents in paper form and 90 percent believe they will still prefer to receive at least some of those communications in paper form three years from now. That said, this preference can be influenced by providing a better digital experience. The research showed that 71 percent of consumers that have not yet gone paperless would do so if companies made their digital experience more engaging.

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