It has become common place to acknowledge four specific generations of today’s consumers and workers, who all come with their own distinct sets of values, expectations, and preferences when it comes to customer experience (CX): The Younger Gen (Millennials and Gen Z) and the Elder Gen (Gen X and Boomers). It’s vital to anticipate the expectations of all generations, that’s why it’s more important than ever to diversify your customer service channels. Because according to Genesys’ State of Customer Experience survey, “almost one-third (31%) of consumers said they’ve stopped buying from a brand in the past year due to a bad service experience.”
The Digital Divide
When it comes to customer experiences, the gap between younger and elder gens is wider than ever. Those born to the 1990s and 2000s grew up in the internet boom. They’re digital natives who expect technology to seamlessly integrate in every aspect of their lives. The pre-internet generations prefer a much more traditional approach to customer service.
Speed and Convenience
For example, the elder generation tend to be more patient, in the sense that they are used to waiting a little bit longer to get a person on the phone. Whereas the younger gen are all about instant gratification. They want what they want, when they want it. When it comes to customer experience situations, long wait times and slow loading speeds would drive them crazy. According to the survey by Genesys, millennials (71%) and Gen Z (57%) expect seamless transitions between customer service channels and are 15% more likely to prefer convenient self-service options versus Gen X and boomers.
Social Proof and Authenticity
For the younger gen, social proof is everything. 68% of Gen Z and 76% of millennials say they rely heavily on customer reviews and ratings. The rise of influencer marketing also largely contributes to the younger generations purchasing decisions. Boomers, however, are more likely to trust brand reputation and recommendations from people they know personally over strangers on the internet. 62% of Gen X share the sentiment of the younger gen, while only 39% of boomers say the same (Genesys survey).
Personalization vs. Traditional
In today’s world, the younger gen expects and values personalization in their customer experiences. They want brand to not only know their name, but who they are and what they like. Then take that information and tailor their experiences accordingly. They can do this by offering multiple channel options (email, social media, chatbots, etc), offer loyalty programs, or create content recommendations based on their past purchases. For the elder gen, their often happy with a more generic customer experience. Some even turned off by the idea of brands “knowing” them.
The difference in customer experience expectations between the younger and elder gens are signification. Businesses that want to succeed must understand these differences and adapt accordingly. By offering both digital and live-agent options, providing fast and efficient service, personalizing experiences, and leveraging social proof, businesses can cater to the needs of all generations.
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