Younger shoppers urge brands to increase use of digital channels for customer service, says new survey

• Survey reveals that 16-24-year-olds report WhatsApp as their top preference for contacting a brand, followed closely by Instagram
• Less than half (43 percent) of UK consumers say they have been ‘satisfied’ with the service received online over the past year
• 90 percent of 16-24-year-olds surveyed reported that they would take action after receiving a poor experience and are not afraid to take action to let others know

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 is an essential consideration for retailers targeting Gen Z, as the research also reveals Gen Z will publicly voice whether they have had positive or negative customer experiences, influencing potential future customers.

Commissioned by CommBox, a conversational AI-powered digital customer engagement platform, the survey of over 1,000 consumers and 250 managers in customer-facing organisations spotlights core consumer frustrations, providing valuable insight for brands seeking to deliver a better, more personalised service.

Most customer service is missing the mark

Less than half (43 percent) of UK consumers say they have been ‘satisfied’ with the service received online over the past year, which is consistent across multiple age groups. Just 37 percent of 16-24-year-olds cited they were satisfied with the service they have received online, which only rises to 42 percent amongst over 55-year-olds.

Amongst all generations, issues such as long wait times, the inability to speak directly to a human agent, and using chatbots that can’t solve queries consistently came out top.

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.

• As little as 34 percent of 16-24-year-olds prefer to call versus 61 percent of over 55s.
• 69 percent of those over 55s prioritise speaking to someone with the proper knowledge. In Gen Z this falls to less than 1 in 4, as they instead prioritize multichannel access (25 percent) and 24/7 availability (31 percent).

Brands 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 percent). While also recognising that access to multiple channels (37 percent), and 24/7 resolution (35 percent) as vital customer service provisions.

Negative reviews devastate retailers; Gen Z isn’t afraid to dish them out.

After a bad customer experience, 90 percent of Gen Z (16-24 year olds) say they will take action. This includes avoiding spending with that brand again (44 percent) and seeking a competitor (33 percent). But it doesn’t stop there; a bad review can dissuade potential customers with significant effects in the age of online shopping.

As the high street shutters 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.

After a negative experience, Gen Z will make it public,  18 percent will leave a negative review, and 24 percent will tarnish the brand on social media.

Gen Z is also vocal about good experiences, presenting a massive opportunity for retailers as

good reviews massively increase sales conversion rates.

• However, after a positive experience, 33 percent of Gen Z will recommend to a friend, 31 percent will leave a positive review, and 18 percent will post on social media.
• Moreover, 37 percent would go on to prioritise that brand over competitors.

Gen Z is a vocal generation that can make or break a business. However, our results show that if you meet Gen Z’s expectations, like meeting them in their native channels,  they will support your brand and spread the word.

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

CommBox will be publishing more data from its survey over the coming weeks. For more information, please visit the CommBox website: https://www.commbox.io/state-of-cx-2024-report-consumer-trends/

Image courtesy of Pexels. Photo credit: Miguel Á. Padriñán.