ICT as a Driver to Improve Service to Generation Y for Financial Services, Part I: Gen-Y as Consumers and Providers of Financial Services
This paper demonstrates how Generation Y prefer, and are indeed adopting, new styles of interactions in how they engage for services. This is leading to growth and diversity in new channels used to reach them, and challenges in how they become integrated into existing channels. The key drivers of this are firstly, the rapid rise of social media, secondly mobility with much greater capacity and device capability, and lastly video which is increasingly becoming the preferred medium. The paper provides five key trends on how communications technology can improve customer service delivered to and through Generation Y.
