How to connect with Gen Z customers and bring them what they are looking for? Knowing how to engage with Gen Z individuals is something many long-established companies still struggle with. Their expectations differ somewhat from Millennials’, and are even further remote from what previous generations sought. Thankfully, it’s nothing insurmountable, so long as you learn to understand what truly matters to them. Here’s what you need to know about Gen Z customer service.
#1 – Gen Z Customer Service: The Digital Generation
The “digital natives” – also known as Gen Z – have been exposed to digital media for their entire lives. To them, smartphones, online shopping and chatbots aren’t just a modern-day convenience, they’re just a normal part of their existence, a given.
That’s why Gen Z customer service is so radically different. To them, digitalized services aren’t even a perk, they’re a basic necessity. In that regard, they demand more than previous generations ever did. As Gen Z individuals make up an increasing proportion of the consumer force, their standards are reshaping the very foundation of customer service.
Understanding how to connect with Gen Z shoppers should therefore be a priority for eCommerce professionals.
#2 – Connecting with Gen Z in a Highly Competitive Context
Establishing a lasting rapport with your customers is the best way to grow your business consistently. The good news is that Gen Zs tend to get attached to brands easily, particularly when the feedback from other customers is positive. They rely heavily on what others have to say (in the form of social media publications, reviews, etc.) and look favorably upon companies that don’t hesitate to play along. If they feel an affinity to your brand and if your products and services – including customer service – live up to their expectations, they may even be simpler to engage than Millennials!
The downside is that they will get detached from a company and turn to a different one just as easily. One poor customer service experience might be enough to see them walk away for good. That’s why when it comes to Gen Z, customer service should be a pivotal concern. Investing in next-gen help desk tools and implementing solutions to bring them a seamless experience will allow you to keep up with their demands. It’s all about creating an opportunity to connect with Gen Z customers in a way that both addresses any issues they may have and helps to cultivate their relationship with your brand.
#3 – Customers Who Value Self-Service
Back when consumers cared about receiving tailored help and placed “talking to a real human” high on their list of customer service-related expectations, engagement mainly happened over the phone. In today’s context, younger customers are very unlikely to take the time to call and tend to engage on their own terms, resolving their issues through self-service options.
For companies, this is actually a win-win situation, since they no longer need to pay a sufficient number of employees to make sure people can get through to them without waiting for hours. With AI-enabled channels taking over from human representatives, you can promote better customer experiences at a lower cost. Just remember to have human agents on standby for cases where chatbots can’t be of assistance and to provide email support to reassure those who can’t reach you during office hours.
#4 – The Right Attitude
Gen Z doesn’t want excuses. It wants corporate social responsibility and a can-do attitude. When it comes to engaging with Gen Z individuals, studies show that they respond better to companies with a clear position on social and sustainability issues. They even go as far as to distance themselves from brands they consider socially or environmentally problematic.
This implies that they expect transparency and don’t hesitate to do their research to find out whether a company aligns with their standards. You might as well make this part of your communication strategy and be willing to address potential issues and concerns from your Gen Z customers. Go beyond mere support by integrating your core value into your brand experience.
Quality Gen Z customer service also means acknowledging that you don’t always have the answer at hand, and having the right attitude about providing the information. For example, instead of having your chatbot reply, “Sorry, I can’t help you with that. Please call our helpline to speak to a representative”, you could have it say, “Sorry, I don’t have the answer right now, but I’ll get someone to email you.” The agent taking over should have access to the entire conversation so the customer never has to repeat themselves!
#5 – Keeping Up the Pace
It may sound obvious, but if Gen Zs prefer chatbots over waiting around to talk to a human, it’s mainly because they want their issues to be resolved faster. A quick resolution time is therefore key when it comes to Gen Z customer service.
Make the most of your platform’s automation features to offer a variety of contact options and speed up workflows. For example, you could enable a chatbot functionality on your website and provide support via a mobile app, all while being present and available on social media. Many customers enjoy getting in touch through apps they already use instead of having to use your dedicated channels.
#6 – Beyond Customer Service
Customer service, especially where Gen Zs are concerned, doesn’t always need to be reactive. It can also be proactive. That’s where video content, live shopping, personal video shopping, and shoppable content come in. They provide that “personal” dimension that even younger customers love. They also allow you to interact with them in a genuine way to lead them to seamlessly complete their purchases without breaking engagement.
Knowing that they can attend your livestreaming events to find out more about your brand and your products, shoppers tend to dedicate more of their time to the experience.
Gen Z customer service is both a wonderful opportunity for brands to set themselves apart and offer a meaningful experience, and an undeniable challenge. Learn to know your customers and aim for a consistent, genuine approach to engaging them. This will allow you to lean on the positive side of the situation.