Abstract
Firms need to deliver high quality customer service to retain clients and improve performance. For online companies, a key customer segment is the highly technologically skilled millennials. This study seeks to better understand millennials’ preference for text (chat) or talk (call) mediums when receiving customer service during the online buying process. Millennial focus group participants found chat interactions best for simple questions, handling account details, gathering information, and securing a transcript. Calling was viewed as superior for sensitive information, complex questions, and when assessing the agent’s voice tone. Discussion of the findings, limitations, and suggestions for future research are provided.
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