In the rapidly evolving digital landscape, understanding the unique preferences and expectations of Generation Z (Gen Z) is crucial for customer service leaders. Gen Z, born between the mid-1990s and early 2010s, is emerging as a significant force in the consumer market, wielding substantial purchasing power. However, contrary to assumptions about their digital prowess, Gen Z customers often find digital self-service experiences less user-friendly than millennials, aligning more with older generations like Gen X and Baby Boomers. This presents both a challenge and an opportunity for businesses aiming to capture the loyalty of this influential demographic.
According to Gartner's 2024 State of the Customer Survey, Gen Z customers report finding digital self-service more challenging to use. For instance, only 46 percent of Gen Z customers agree they can usually find the help content they need on company websites, compared to 55 percent of millennials. Surprisingly, even Baby Boomers report slightly higher satisfaction at 47 percent. This indicates a critical need for customer service leaders to rethink and redesign digital interfaces to meet the expectations of Gen Z users who demand intuitive and seamless digital interactions.
Gen Z customers often struggle with navigating digital self-service portals. Unlike millennials, who have adapted to a wide array of digital interfaces, Gen Z expects higher standards for user interface design and has less patience for complicated, non-intuitive layouts. This generation is accustomed to interacting with digital content primarily through smartphones and tablets, favoring streamlined experiences that leverage user data for personalization. Customer service leaders should prioritize designing mobile-first experiences rather than merely optimizing desktop interfaces for mobile use to better align with Gen Z's digital habits.
Gen Z customers also find digital self-service content challenging to consume. They prefer information presented in short, easily digestible formats, with an emphasis on video and images over text. Lengthy FAQs and troubleshooting guides can be alienating to a generation used to concise, conversational language. When surveyed, Gen Z customers cited content length, unfamiliar terminology, and poor writing as barriers to understanding. To address this, businesses must establish content standards that promote clarity and accessibility, ensuring that key information is readily available at a glance.
While Gen Z/s navigation and content consumption preferences might resemble those of older generations, they diverge significantly in their use of social media platforms for customer service. Gen Z is at the forefront of adopting social media as a primary channel for resolving service issues. Nearly half of Gen Z customers use platforms like YouTube to find customer service information, with significant numbers also turning to TikTok and Instagram. This shift away from traditional search engines underscores the importance of visual and video content in reaching this audience.
For customer service and support leaders, integrating social media platforms into the overall customer journey is essential. Businesses should gather insights on the types of issues Gen Z customers are researching on third-party platforms and tailor their own content accordingly. By doing so, companies can ensure they are where Gen Z customers are and provide a better customer experience.
Adapting digital services for Gen Z customers requires a nuanced understanding of their preferences and behaviors. By prioritizing intuitive design, concise content, and strategic use of social media, businesses can effectively engage this digitally savvy generation. As Gen Z continues to shape the future of consumer expectations, companies that proactively adapt their digital services will be well-positioned to thrive.
Keith McIntosh is a senior principal quantitative researcher and Michael Rendelman is a senior research specialist in the Gartner Customer Service and Support Practice.