New research on UK customer service finds that 16-24-year-olds prefer to be met on their native channels, like WhatsApp and Instagram.

This intel could prove essential for retailers targeting Gen Z, as the research also reveals that Gen Z will publicly voice whether they have had positive or negative customer experiences, which could influence potential future customers.

Commissioned by CommBox, an AI-powered customer engagement platform company, the survey of over 1,000 consumers and 250 managers in customer-facing organisations spotlights core consumer frustrations.

They survey found that most customer service is simply missing the mark, with less than half (43%) of UK consumers saying they have been ‘satisfied’ with the service received online over the past year, which is consistent across multiple age groups.

Just 37% of 16-24-year-olds cited they were satisfied with the service they have received online, which only rises to 42% amongst those over 55.

Amongst all generations, issues such as long wait times, the inability to speak directly to a human agent, and using chatbots that cannot solve queries consistently came out on top for the most frustrating issues.

However, generational divides emerge when asked how brands could improve the experience. This is particularly the case when asked about channel preferences, with younger consumers preferring brands to be available across multiple touchpoints.

Just around a third (34%) of Gen Z prefer to call, where as nearly two thirds (61%) of over 55s prefer calling.

As far as priorities, 69% of those over 55 prioritise speaking to someone with the proper knowledge to solve their query, priorities for Gen Z are more split, across 24/7 availability (31%), multichannel access (25%), and speaking to someone with the proper knowledge (25%).

Brands tend to echo these priorities. In alignment with 35-44 and over 55-year-olds, brands identified speaking to a knowledgeable agent as the most important factor for customers (44%). Brands also recognise that access to multiple channels (37%) and 24/7 resolution (35%) as vital customer service provisions.

Gen Z Are Not Afraid to Throw Shade

Negative reviews can be devastating to retailers, and Gen Z is not afraid to dish them out.

After a bad customer experience, 90% of Gen Z (16-24 year olds) say they will take action.

This includes avoiding spending with that brand again (44%) and seeking a competitor (33%).

18% will leave a negative review, and nearly one in four (24%) will tarnish the brand on social media.

But it doesn’t stop there; a bad review can dissuade potential customers with significant effects in the age of online shopping.

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As the high street faces closures and eCommerce booms, consumers face hundreds of choices online, and online reviews become one of the few ways customers can distinguish between them.

As a result, reviews have become a pillar of business that brands can’t afford to neglect.

Upon seeing a negative review, 80% of potential consumers are deterred and shop elsewhere.

However, Gen Z is also vocal about good experiences, presenting a massive opportunity for retailers as good reviews increase sale conversion rates as much as 270%.

After a positive experience, a third of Gen Z will go on to recommend to a friend, 31% will leave a positive review, and 18% will post on social media.

Moreover, 37% would go on to prioritise that brand over competitors.

“The results of our survey show that the needs and demands of different generations vary considerably, and brands need to adapt to that,” Dvir Hoffman, CEO at CommBox, commented.

“It’s no longer enough just being available on the phone or email – new tech-savvy generations are demanding brands be available across multiple digital touchpoints. Likewise, brands mustn’t risk alienating consumers who prefer to receive service via other, more traditional methods.

“For businesses, these preferences should be seen as two sides of the same coin – where a unified knowledge base can support both. Centralising organisational knowledge enables all agents, regardless of experience levels, to tackle those demanding, complex customer calls – as well as empowering customers to self-resolve and find quick answers through automated channels.

“It’s about striking the right balance, knowing when to use technology and more digital channels, and when to make agents available for high-value interactions. Only then can brands say they are truly delivering a personalised service. ”