In recent years, Gen Z has become the driving force behind Valentine’s Day gift giving as the youngest working generation. Born between 1997 and 2012, this generation is one of the largest, most diverse demographics in the world, as well as the most tech-savvy. As Valentine’s Day approaches, young lovebirds will be on the hunt for the perfect present. Companies need to prepare for an influx of queries regarding everything from gift returns to flights.
Many organisations will find that wooing Gen Z takes more than just having a great product. The generation often referred to as ‘digital natives’ rightfully expects fast, seamless and convenient service with every purchase—not just those that are the most expensive. In fact, 60% of Gen Z-ers will pay more for great customer service compared to just 46% of baby boomers.
The key to unlocking Gen Z’s heart can be found in a holistic approach across various channels, interacting in their language and embodying empathy and care in each interaction.
Meet them on the go
While older generations may be more likely to shop in-store and go back in person if they have any concerns, online shopping and digital experiences are second nature for Gen Z who want everything at their fingertips. It’s not surprising that younger customers tend to prefer online channels of communication, such as live chat, social media and email over traditional phone calls. It’s imperative that brands deploy a strategic approach combining various (relevant) online channels.
Gen-Z customers expect quick assistance so they can return to their studies, work and their social lives. Customer support should therefore seamlessly fit into their lifestyle, not disrupt it. Mobile-friendly channels and speedy replies are top of mind for busy customers, making asynchronous communication key to paving the path for the future of CX. Brands that do this well will enable customers to start an enquiry on one channel, such as Twitter DM, and later pick it back up on another channel of their choice.
Self-service channels are more popular with Gen Z than ever before. Mostly due to the dominance of its search engine over the past 10 years, Google is now used as a verb by consumers globally and is often the first stop on every customer’s journey. However, social media platforms, such as TikTok, have grown in popularity as the first point of search. It’s important to be present where your customer is.
Enabling younger consumers to resolve issues on their own—wherever they may look—can provide quick, tailored support. This will lead to repeat visits and lifelong customers. You can do this by integrating AI-powered customer experience strategies. Additionally, use other self-service tools that can provide quick, tailored support.
Connecting on a deeper level
One of the best ways brands can cater to Gen-Z customers is by speaking their language and connecting with their communication style. More so than before, the youngest consumer generation prioritises brands that align with its own values. Across self-help channels, website language and agent-assisted communications, businesses should prioritise inclusive and personalised language that resonates with—and is a priority for—young, diverse customers.
Moreover, the use of “informal” language—like emojis—has always been popular with Gen Z and is now becoming more normalised in customer interactions. With so much customer data coming in via digital channels today, the possibility that a text-based interaction (email, SMS, chat) will include this type of language is greatly increased. By utilising AI-powered algorithms, brands can recognise and analyse emojis and slang, understand their meaning and determine what they mean for the interaction at hand, enabling agents to better understand and connect with consumers in their language.
With the popularity of TikTok, BeReal and Instagram, Gen Z turns to social media to express their thoughts. Brands should monitor social channels to understand their customer sentiment and plan their social presence accordingly,and promote their Valentine’s Day products and services. This allows them to better meet customers on their preferred channel and engage with them, building a foundation of rapport and loyalty before an interaction even begins or is needed.
We all just want to feel heard
Like most of us, Gen Z values empathy and quick response times when it comes to customer service. They want to be heard and feel understood, and brands that can provide this level of empathy will be more likely to win their hearts. The reality is that customers often look for the same traits in their customer service agent as they do in a life partner!
Positivity is contagious, so it’s no surprise that top agent calls are 259% more positive than those of their peers. Customers want accountability and a quick solution in a single, positive and enjoyable interaction.
Top agents calls also had 53% less non-talk time or “dead air”. No one likes the silent treatment from those are supposed to love and appreciate us most—and just as a talkative, engaging partner can listen and carry a meaningful conversation, customers can crave the same level of commitment and engagement when reaching out to resolve an issue.
Building a committed relationship
Gen Z might have taken Valentine’s Day by storm, but what we can learn from them can help brands innovate and strengthen customer loyalty year round. When it comes to assessing and investing in a digital-first customer experience, it’s important for brands to be ahead of the curve to capture—and keep—Gen Z’s attention. Those that don’t keep up now risk becoming obsolete through a dwindling customer base. Meeting customers at every digital doorstep and prioritising empathy and energy in every engagement is key to retaining the youngest generation of customers, and allows brands to earn their loyalty for years to come.