Millennials, a group of the American population born between the 80s to mid 2000s, is the largest generation in the United States, accounting for roughly one-third of the U.S. population. Heavily rooted in technology (87% are using 2-3 tech devices daily), highly educated (61% have a college education, compared to 46% of Baby Boomers), and increasingly connected (75% have a social media profile), the Millennial cohort is expected to spend more than any other generation in U.S. history at an estimated $200 billion annually by 2017, and $10 trillion over the course of their lifetime. And not only are their wallets bigger—their expectations are as well. In fact, 55% of Millennials state their expectations have risen in the last three years, according to recent Conversion Research study. And as customer service continues to overtake price and product as the key brand differentiator, those businesses that tap into the needs and communication preferences of Millennial consumers could find themselves in an extremely lucrative position.