For years, we’ve been told that Gen Z, ‘digital natives’ born between 1997 and 2012, don’t really like speaking on the phone and avoid doing so wherever possible.
Instead, other methods of communication like texting, DMs, and online chat are all preferred by Gen Zers (anything but enduring a dreaded phone call!).
But dig a little deeper, and it actually turns out that when it comes to resolving customer service issues, this younger crowd actually likes picking up the phone (yes, really).
Confused or intrigued? You’re in the right place because we’re going to dig a little deeper into the topic and explain what you really need to know about Gen Z customer service.
Gen Z customer service: digital first is the…best way
A recent US-based survey by PolyAI found that a surprising 86% of Gen Z and younger millennials would rather call a company than deal with digital-first options like chatbots.
What’s more, across all age groups, 65% of people prefer turning to the phone when contacting retail or travel brands for customer service-related queries.
So, what does this tell us? Despite the rise of tech-focused solutions and an ever-expanding choice of digital-first communication options, the good old-fashioned phone call is still more than relevant, especially when things go wrong!
As a brand, providing a personable and responsive telephone or call centre-based service will win you the long-term trust and loyalty of many Gen Zers.
Gen Z customers want speed, not menus
This may be true, but here’s the catch: while many digital natives are happy to call brands when they need help, they’re increasingly irritated by long wait times, endless hold music, and robotic menus that don’t actually get them anywhere.
With mobile shopping continuing to rise, especially around key holiday seasons, customers want their issues resolved or answers to their consumer questions quickly. Only a swift, frictionless customer experience will do.
Customers expect brands to respond faster during busy periods. The likely rationale? If buying something online takes 30 seconds, why should getting support take 30 minutes or more?
Interestingly, many digitally native consumers are also happy to deal with a smart voice assistant if it helps them solve their issue quickly.
Speaking on the subject, Nikola Mrkšić, CEO of PolyAI, said:
“People aren’t just open to using capable AI; they expect it to be there when they need it.”
So whether it’s a human or a machine, the message here is clear: make it fast, clear, and useful.
What about phone anxiety?
Here’s where it gets even more interesting. Gen Z has a well-documented aversion to phone calls, something often referred to as “phone anxiety.” Many young people admit they feel awkward or anxious about making or receiving calls, mostly because they haven’t had as much practice as their millennial counterparts.
In the UK, establishments including Nottingham College are stepping in to help. They’ve introduced workshops that help students get more confident using the phone. Liz Baxter, a career adviser at Nottingham College, said:
“Phone anxiety is something we see all the time… students just don’t have the confidence to use the telephone.”
These sessions include role-playing real-life situations like booking appointments or calling for information, small steps that help young people get more comfortable talking on the phone.
With this in mind, when considering Gen Z in your customer service strategy, taking measures to ensure your phone service is as efficient and personal as possible will go a long way.
Why the recent shift in Gen Z behaviour?
If Gen Z avoids phone calls in their personal lives, why are they so happy to use them for customer service?
It likely comes down to urgency. When your item has gone missing in transit or your flight has been cancelled, a phone call feels like the fastest way to get concrete answers.
No one wants to wait hours for an email or chat with a bot that doesn’t get the problem.
As one of our Gen Z colleagues added:
“I don’t like calling companies. But if it means I can speak to someone and get it sorted in five minutes, I’m doing it.”
Are you ‘Gen Z customer service’ ready?
If your brand is still relying on clunky phone systems or assuming younger customers only want to chat online, it might be time to rethink your customer service strategy.
Now’s the time to evaluate your phone experience. Ask yourself:
- Are your customers getting help quickly?
- Is your IVR or AI system actually solving problems?
- Are your human agents trained and ready to step in when needed?
Gen Z may well be digital natives, but when it comes to getting things resolved, they’re picking up the phone. Make sure you’re ready to answer.
Do you want to learn how smart voice tech or working with a trusted outsourcing partner can improve your customer service? Get in touch.