Millennials and Generation Z can be up to 60 years apart. Even though the youngest generation isn’t the one you interact with most often right now, they’ll significantly impact purchasing power in the coming years. One of the most significant differences between the generations we’ll discuss is how they view customer service.
Good news if you think you’ve started to comprehend Millennials: there’s a new generation of consumers to understand. Digital natives, or Generation Z (loosely defined as those born after 1995), have their preferences, habits, and growing purchasing power.
Fortunately, it’s not challenging to modify your e-commerce offering to meet the expectations of Generation Z. Read on to learn the best way to approach them and how they differ from previous generations.
Why are brands catering to the Millennials and the Gen-Z?
Millennials want the best of both worlds
Millennials want the best of both worlds because they are torn between clinging to the past and rapid advancement.
- They desire quick service, but not at the expense of honesty.
- After downloading an app, millennials might not read the terms and conditions, but when they buy something, they do.
Even though most millennials will say they prefer self-service, they won’t turn to agent-assisted help as their parents did. They represent the first generation to be entirely digital. Millennials were found to be rapid learners who adapted to new, developing technologies and communication channels as quickly as toddlers who can control tablets and smartphones nearly from the minute they hold them since the technology was available to them from a young age.
They like AI-driven technology but also favor the personalization that face-to-face interactions provide. They want a company that will take the time to provide confidence. A poll by Digital Commerce 360 revealed that 40% of millennials still favor purchasing in a physical store overdoing it online. This is unaffected by the fact that 60% of people still prefer internet shopping.
The figure above simply highlights how they value both modern and traditional comforts.
Online presence is a must
Despite seeing the internet’s power, most had no access to it during their formative years. Because of this, they must interact with your brand to understand how you deliver value. They are looking for things like quality service and warranty leverage.
82% of millennials say that when it comes to buying a purchase, word of mouth is the decisive factor.
Social media has completely transformed the way millennials communicate with one another. Businesses understood that they had to keep up with a customer base whose purchasing power was rising. To interact with Gen Y, they had to have a social media presence and leverage those platforms. Additionally, this was the only way to keep up with the evaluations and product suggestions millennials eagerly post on social media.
Customer service communication needs to be simple and efficient
Instead of using more conventional routes, they’ll typically choose to tweet or send a direct message on their favorite social media platform.
We can provide anecdotal evidence: If I need to get in touch with a brand, 99% of the time, I will choose Messenger because there are very few things I detest more than a phone call. If you need more evidence, consider that 25% of millennials expect a response from social media customer care within 10 minutes, and 81% utilize social media to connect with customer service.
Make sure you answer the most frequent inquiries from your clients. If that’s not enough, millennials will contact you, usually via social media, and demand a prompt response and a tailored strategy based on the information gathered from their prior purchases.
Gen-Z is a more digitally-driven
Gen-Z consumers are more understanding. They lack the millennials’ emotional intensity. In comparison, millennials value customization and hands-on support. On the other side, the zoomers favor total technological autonomy. They have their preferred channels and feel at ease using various technologies to make purchases and request customer support.
Mobile shopping experience is prioritized
The majority of the judgments they make are affected by online content. Instagram is the primary way US audiences in the Gen-Z demographic learn about new goods or services. The majority of their transactions are completed online using wallets or UPIs.
GenZ is entirely cashless and driven by mobile technology. This demonstrates that they have different expectations from firms. As a result, their interaction with shops has shifted significantly online, with a large portion being mediated via mobile. Although they still place a premium on in-store shopping, 24% strongly prefer making their purchases online, and 13% use mobile. Additionally, more than 40% of Gen Zers buy more than half of their apparel online.
Dig in social media presence and omnichannel offering
Being born into a generation of internet natives, the Gen-Z audience has a keen eye for such immersive experiences and seeks the same in every customer interaction.
- The business should have a strong and engaging social media presence.
- Social media reviews influence their decisions.
- They choose brands that have distinct social stances.
- They prefer instant payment methods, possible through wallets or crypto.
- They want to access brands potentially via mobile apps.
- They prefer self-service options at any time, at any place.
Additionally, they exhibit a love for in-person encounters and direct communication. Up to 98% of people say they shop in stores “some or most of the time.”
To satisfy Generation Z, businesses must carefully control in-person and online or remote services. They are accustomed to fast results from their technology and anticipate the same from you regarding digital immediacy.
Additionally, Generation Z uses social media for customer service and is open about positive and negative experiences on the platform. Customers are more inclined to recommend your brand if they have a positive experience.
In terms of preferred customer support channels, live chat software’s immediate nature is appealing. Gen Z, however, is also content to pick up the phone for service, in contrast to millennials. Another well-liked choice is social media. In other words, you need to have an omnichannel offering if you want to match Generation Z’s standards for customer service.
Gen-Z and Millennials both need omnichannel communication
One thing unites them despite the variations in their choices or feelings: the consumer touchpoints or channel choices. Being digital natives, they both favor communicating with brands through various media. IVR is preferred by some, whereas others prefer social media. They already have a disrupted experience if they cannot interact on their preferred channel.
Customers who interact with your brand expect a seamless experience across all platforms. They anticipate that the context will be consistent across platforms and won’t be a problem for customer care. An omnichannel communication can provide context, save information for later use, and give you the personalization required.
Reevaluate your customer service
GenZers and millennials value one quality of customer service equally, notwithstanding the variations in their expectations. They all wanted to be taken into consideration and heard first and foremost.
Some of their difficulties will be so simple to solve (at least for you) that you’ll want to scoff. Other clients will astonish you with inquiries that you won’t be able to resolve on your own, so you’ll need to consult your more tech-savvy coworkers.
When speaking with your customers, it is best to bridge the generational divides because they represent various backgrounds and experiences.