Customer Satisfaction: How to Consider Generation Z in Your Service
Increasing customer satisfaction has been a major business challenge for some time. However, the way you achieve this goal may change depending on the audience and especially the generation across the counter (or screen).
Many companies are still accustomed to serving a conventional audience and develop strategies with the needs of that group in mind. Increasingly, though, service for Generation Z needs to be at the heart of business. Since this is a growing share of consumers.
That’s why we have to work to improve Generation Z customer satisfaction.
Who exactly is part of generation Z?
Before creating strategies for working on customer satisfaction, it is critical to understand who is part of generation Z. This audience is made up of people born between 1995 and 2010 and called digital natives. That is, they are individuals who grew up under the influence of the digital world and had little contact with the analog.
Currently, generation Z corresponds to 20% of the Brazilian population and the oldest are up to 24 years old. This indicates that it is already an economically active population that is directly related to brands.
Therefore, it is relevant to know the characteristics of generation Z precisely to promote customer satisfaction aimed at this audience. Among the most relevant attributes of young people are:
Conscious consumers: Due to widespread access to information, customers are more concerned with access, not necessarily ownership. Thus, companies should think about how to generate value and strengthen the relationship;
Personalization: Generation Z youth prefer not to be labeled, so uniqueness is a very important feature. Thus, they avoid mass consumption and thus personalization becomes a centerpiece;
Positioning: New consumers are aware of brand positioning. Not just what they preach, but how they act to be consistent with the values they espouse.
Therefore, these characteristics make young people of generation Z ultra-connected, engaged, pragmatic people who need to stay in control and analytical.
How to promote customer satisfaction thinking in the new generation?
For companies committed to promoting customer satisfaction with a focus on generation Z, the goal should be greater than just ensuring a good product or service. We need to go further and meet a number of requirements to impact young people and improve the experience.
This way you can retain and retain these customers. Check out strategies to reach Gen Z below!
The social conscience of the new generation makes human, social and environmental values influence purchasing decisions. For example: concern for animals, environmental protection, gender equality, respect for diversity, among others.
Brands aligned with these causes gain the attention of generation Z and have greater persuasive power within this group. However, companies must convey business values not only in the proposal, but in their daily operations.
For example, if you claim that you are in favor of diversity, you cannot distinguish customer service because of physical characteristics.
The feeling of uniqueness is totally related to the search for more personalized experiences. Therefore, it is essential to develop practices so that customers feel unique to the brand.
This process should be aided by both customer relationship strategies and data analysis tools. Thus, it is possible to identify preferences and consider them at the time of care.
With an eye on generation Z, omnichannel communication is a strategy that will make a difference for companies. This is because it integrates several communication channels and provides contact personalization. Which is critical to impact this audience.
With omnichannel, you can serve young people with quality and efficiency across different channels, ensuring customer satisfaction. To facilitate this process, it is essential to have an omnichannel platform, such as OlosChannel.
The tool uses data analysis to customize customer service. At the same time, it unifies service across different channels such as WhatsApp, social networks, phone, email, Skype and others to make the experience more fluid.
In addition, the software monitors the customer journey by identifying consumer trends and preferences. As a result, the approaches are more assertive and generate customer engagement.
Want to know how an omnichannel platform can increase customer satisfaction? Contact us and request a demo!