Connecting with Customers Across Generations: From Boomers to Gen Z

How to Provide Great Customer Service, From Boomers to Gen Z

Most companies sell their products and services to customers across a wide range of ages, from Boomers to Gen X to Millennials to Gen Z. If your customer base isn’t one-dimensional, your customer service shouldn’t be either. By offering support channels and approaches that appeal to different generations, you can meet diverse demands, differentiate your company, and build customer loyalty.

First you need to understand how each generation differs in its views and expectations about customer service. Then you can implement the right mix of in-house or outsourced support services to cater to every target audience using their preferred channels.

Boomers: They Want Service Choices

The Baby Boomer generation (born between ~ 1946-1964) may have grown up with rotary phones and black-and-white TVs, but don’t assume they’re unwilling to engage with you digitally. Boomers value the social aspects of personal service and the efficiency of technology.

boomers

They like face-to-face interactions; in one study, over 40 percent said they prefer in-store conversations for resolving service issues. But they also like talking with reps by phone.

Over two-thirds would rather shop in a brick-and-mortar store, but they’re equally comfortable buying online—especially in the wake of the pandemic.

Younger Boomers may still be in the workforce, where they’re accustomed to using email and videoconferencing platforms.

To keep in touch with their children and grandchildren, about 68 percent have a smartphone and many are regular texters.

Given that many Boomers have significant disposable income, it can be profitable to build and maintain their loyalty. And since they value high-touch and high-tech, you can appeal to them by offering an omnichannel service experience—combining technology with access to live, personable agents.

If your strategy for attracting and retaining Boomers includes omnichannel customer service, outsourcing your support function to an experienced provider like Canon ITS can help! Many companies rely on Canon ITS for knowledgeable, personable agents and leverage our customer experience services to collect data on how customers engage in an omnichannel environment.

Gen X: They’re Busy, So Make it Fast and Easy

Most of the Gen X generation (born between ~1965-1980) is in the prime years of raising a family and advancing their careers. Their incomes are likely rising, but their finances may be stretched between providing for a family today and saving for tomorrow. When it comes to service, they want a smooth, efficient experience.

They grew up with PCs at home and at work, so they’re likely to be big email users.

With so much on their plates, they value useful information and efficiency over marketing fluff and social niceties.

They’re likely to interact with a company or share a positive or negative service experience on social media. About 76 percent use Facebook and 39 percent post tweets on a regular basis.

Nine out of 10 own a smartphone. And while they may prefer email, they’re comfortable with text messaging .About one-third have used social media for customer service purposes.

About one-third have used social media for customer service purposes.

To keep Gen X customers loyal, you need efficient vehicles that enable fast, easy service and problem resolution. It’s equally important to engage with them on social media and respond to their questions and comments quickly and honestly. Show Gen X customers you value their time and opinions, and you’ll build a long-lasting relationship.

When it comes to providing Gen X customers with great service, tackling the task in-house can be challenging. That’s why many organizations turn to the business process outsourcing (BPO) specialists at Canon ITS. Our customer service solutions make it easy to offer the full range of service channels Gen X expects.

Millennials: They’re Happy to Chat

True digital natives, the Millennial generation (born between ~1981-1996) was introduced to cell phones and tablets at an early age. You’ll rightly assume they like to interact digitally…but it pays to dig deeper to understand what influences them to choose (or abandon) a brand.

Three-quarters of Millennials would rather solve service issues on their own.

Their preferred customer service channel is live chat because of its speed and immediacy vs other channels, with 6 of 10 viewing chatbots as ideal for simple issues.

About half would switch brands or companies after only one bad service experience—so it’s critical to get it right the first time.

Word-of-mouth is one of the biggest influences on their purchasing.

They set the service bar high—and they’ll reward your company for a good experience by sharing it on social media. In fact, 6 out of 10 have used social media to interact with customer service or tout their service experience.

As the largest generation in the US, Millennials could become a large segment of your customer base, with significant spending power over their lifetimes. Given their high expectations and ability to influence others online, providing a superior service experience is paramount. To do that, you need the most effective service solutions—and that’s where Canon ITS can help! Our comprehensive inbound and outbound solutions can help you provide an exceptional service experience efficiently and cost-effectively, without tying up internal resources.

Gen Z: They’re Vocal and Social and need a quick respond!

Gen Z customers (born between ~1997-2012) may not be far along in their earning years, but they represent a fast-growing segment with future buying power. Understanding what makes them tick can help you attract and retain Gen Z customers.

Genz

They’re not as quick to switch companies or brands as Millennials, but they will make a move after three bad experiences.

Speed is key to a satisfying service experience. If a business doesn’t answer their call after 45 seconds, they’re 60% more likely to hang up vs other generations.

When they’re in a rush, as they often are, many would prefer to interact with a chatbot than a live agent.

They’re happy to share a positive experience on social media, but they expect a response. An IBM survey found that three-quarters of Gen Z customers expect brands to respond to their feedback or issues. Nearly half of the youngest Gen Z buyers believe artificial intelligence makes customer service better.

If Gen Z customers are in your target audience, providing fast service is just the start. It’s equally important to engage with them where they spend their time and demonstrate you care about their issues. Outsourcing your customer support to a provider with a comprehensive offering, like Canon ITS, ensures you have the capabilities to meet Gen Z’s expectations.

No matter which generations make up your ideal customer group, you can’t afford to ignore their service preferences and expectations. To ensure you have the full range of channels and capabilities to meet their demands, you need an experienced BPO partner. Contact Canon ITS to learn how our scalable solutions and highly skilled service teams can help your business attract and retain customers across every generation.