Article of the week 48 – 2023

Gen Z and Customer Service

It is no longer a secret that the Zoomer generation has revolutionized customer service with its high standards and drive for change. Ever since the launch of Chat GPT, new and innovative approaches have been favored over traditional methods by younger age groups. To understand how companies should respond to this shift, we need to look at the changing landscape of customer service through the lens of Gen Z.

Generation Z, born between the mid-1990s and early 2010s, is the first to fully embrace digital devices and social media. The use of WhatsApp and other voice and text-based contact channels is part of everyday life for them and has become indispensable. Fast and personal solutions are required to meet the needs of today’s mid-twenties and younger generation.

But what exactly is it that companies need to change in order to meet the needs of this generation? The answer is…

Continuous adaptation

The constantly changing expectations of Gen Z are characterized by the fast pace of technology and personalized needs. Companies that are not prepared to dynamize their service strategy run the risk of losing touch with potential and familiar customers. It is therefore of great importance to implement new tools and create agility. But it’s not just service strategies and tools that need to be up to date. Your employees also need regular training to be able to use new tools efficiently and to be professional and helpful to your customers. Those who work as agents form an important interface between the company and its customers. In addition to typical basic training, employees should always be brought up to speed on new topics in order to consolidate team performance, but also to underpin customer loyalty and customer satisfaction.

Social media

Social media has long since established itself as a contact channel for customer service. The presence on Instagram, Facebook, Twitter and the like offers the ideal platform for companies to pick up the Zoomer generation where they already are. By providing a social customer service solution, not only can customer inquiries be processed, but long-term customer loyalty can also be strengthened. It should be noted that social media also requires a trained hand. Not only is a fast response time expected, but also the ability to communicate authentically and transparently with your customers.

AI-driven voice and chatbots

The desire for faster, interactive and personalized responses is increasingly replacing or supplementing familiar contact channels such as hotlines and emails. The preferred channels of Gen Z, voice and chatbots, not only offer a prompt response, but also needs-based interaction. AI-driven bots can be available for customers around the clock, even in the evening or on Sundays and public holidays, and thus also offer relief for your service team during peak times or even completely. AI-driven voice and chat bots also bring other benefits, such as time savings for customers and employees or cost savings through scalability. Nevertheless, you should bear in mind that your customers should always have the option of being transferred to a live agent to clarify further concerns or escalating situations.

Personalization and individualization

Prompt responses are essential in order to win over Generation Z. But that’s not all. Another important point is personalization and individualization in the area of customer service. In order to gain the trust and loyalty of young consumers, companies should be able to offer personalized interactions. The aforementioned voice and chatbot contact channel can be used to deliver tailored solutions to customers with the help of artificial intelligence. The better the customer service is tailored to the needs of your individual customer, the more successful it will be.

It is clear that Generation Z has significantly changed customer service. Companies are being forced to rethink their strategies and implement new contact channels. The need for continuous adaptation, the use of social media as a contact channel, as well as AI-based voice and chatbots that offer individual and personalized interaction with customers, are key elements in the question of how companies should respond to the changes in customer service brought about by Generation Z. It is important to understand the needs of Gen Z and integrate them into their service strategy.  Flexibility and adaptability are crucial to meet the ever-changing demands of future generations, as these are the foundation of excellent customer service across all generations.

Rebecca Fleischmann – Consultant


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