A recent survey by CommBox shows that Gen Z (16-24-year-olds) prefer to interact with companies using native channels such as WhatsApp and Instagram. This is a critical opportunity for shops looking to engage younger consumers since Generation Z is vocal about both positive and negative experiences, influencing future buyers through their feedback.
“The results of the survey show that the needs and demands of different generations vary considerably, and brands need to adapt to that. It’s no longer enough just being available on the phone or email – new tech-savvy generations are demanding brands be available across multiple digital touchpoints,” said Dvir Hoffman, CEO at CommBox.
The survey found major disparities in customer service satisfaction. Only 43% of UK consumers stated they were satisfied with online services in the last year. Satisfaction ratings were significantly lower among Generation Z, with only 37% reporting pleasant experiences compared to 42% for those over 55. Long wait times, inefficient chatbots, and lacking human interaction were common complaints across all age categories.
Generational gap
However, the study found significant generational disparities in customer service standards. While 69% of those over the age of 55 prefer to interact with competent representatives, only 25% of Generation Z agree. Instead, Gen Z prioritizes multichannel access (25%) and 24/7 availability (31%). Brands are taking note, realizing the need to provide a choice of communication options and 24-hour service to fulfill the expectations of younger consumers.
Additionally, a poor experience can compel 90% of Gen Z to act, with 44% avoiding the brand and 33% switching to competitors. Worse, 18% will submit unfavorable reviews, while 24% will express their unhappiness on social media, perhaps driving away future purchases. However, the inverse is equally significant. Gen Z is also fast to promote products they like, with 33% recommending to friends, 31% leaving favorable reviews, and 18% praising the brand on social media. Retailers who encounter Gen Z through their chosen channels can create chances for long-term loyalty and growth.