How to Meet the Customer Care Expectations for Different Age Groups

Our lives are in a constant state of evolution.  Our tastes in food, drink, hobbies and even holiday destinations all change with age, and so do our expectations when it comes to customer care. 

However, in today’s world, the scope of technological innovation over recent decades also plays a part in what we expect from the companies we buy from, and our familiarisation of newer, more innovative technologies dictates the level of digital support we expect as consumers.

In this blog, we discover how customer care expectations vary from generation to generation, so that you can ensure you don’t disappoint by offering a standardised one-fits-all approach to your customer journey.

Generation Z (Born 1997-2012)

Generation Z are the fourth largest generation in the UK and make up the third largest generation in the workforce, ‘with 4.3 million in employment in 2022,’ according to Statista.  The first generation to be born into the digital world, there is an expected link to digitisation and innovation in what they expect as consumers.

Instant and Digital: Generation Z prefer quick responses, favouring live chat, social media, or messaging apps to receive information.  According to consumer intelligence platform, Britopian, ‘Gen Z often bypasses traditional search engines in favour of image and voice searches and AI chatbots.’  So ensuring you have up-to-date systems for these customers is a must.

Self-service: This demographic of consumers values the ability to find answers independently via FAQs, knowledge bases, and AI chatbots.  As recently pointed out in an article by Forbes, ‘Gen Z, or we can call them the independent generation, doesn’t want someone to assist them at every step; they are solution-seekers.’  This highlights the importance of advanced technologies for this age bracket of customer, as Forbes reminds us, ‘Using digital gadgets like smartphones, tablets, AI-powered devices, etc., is integrated into their daily routine.’

Personalisation: This generation spend a lot of time online, ‘A shocking 10.6 hours of engaging with online content every day,’ according to digital marketing agency Arise.  And with that online experience, including all the cookies and tracking that go with it, Generation Z have come to expect personalised interactions based on their history and preferences.  So, find a way to incorporate a personalised approach to your customer journey and you will satisfy and win over your Generation Z customers.

Meeting the customer care expectations of Generation Z largely means focusing on technology and ensuring you are up-to-date with the most innovative digital tools to enhance the customer experience.  You can find out more about this growing group of consumers and how to satisfy their housing needs, here.

Millennials (Born 1981-1996)

According to trend analyser site, Exploding Topics, ‘Millennials are the most educated generation ever.’  They are also a generation seemingly bucking the trend of their predecessors, who at this point in life were largely marrying and starting families.  Millennials, on the other hand, ‘Are busy traveling, paying off student loans, and turning away from traditional societal norms,’ reveals Exploding Topics.  But how does this affect their customer care expectations?

Omni-channel Support:  This was the generation who came of age and adapted with surprising speed to the digital transformation of their day-to-day lives, and their customer care expectations have understandably been affected.  This consumer demographic desires seamless experiences across multiple channels, such as social media, email, and phone.  Online shopping experience provider, Remark, explains that, ‘Millennials use multiple channels for customer service but may not necessarily expect seamless integration across them.’  This means you will need to offer multiple channels to these consumers for their customer support, so looking for a means to integrate these channels within one system which you can easily audit and track would be a strong advantage.

Fast and Efficient: Millennials have high expectations for speed and efficiency when trying to resolve issues.  ‘Millennials expect convenience and speed in customer service, especially in the digital realm,’ reveals AI customer support provider, Turabit.  As with Generation Z, this will mean ensuring you have the most up-to-date systems in place to avoid preventable delays that other providers aren’t experiencing. 

Proactive Service:  When it comes to Millennials, ‘Many remember the transition from dial-up internet to broadband, and they were among the first to engage with digital technology in their formative years.  Yet, they also remember a time before smartphones, social media, and the 24/7 connectedness that characterizes today's digital landscape,’ explains Remark.  So, while they expect innovation and speed, they also value the human touch, picking up the phone to talk to a human when necessary and appreciate proactive communication, such as updates on issues before they ask.

Generation X (Born 1965-1980)

‘With roughly 80% creating their own wealth, Gen X has more self-made billionaires than any other generation,’ reveals The Fact Site.  They were also the generation to witness the birth of personal computers, ATMs, and Elon Musk.  This demographic is characterised by independence, a large occupancy of managerial work roles and to have lived through a number of significant global events, such as the AIDS crisis, the fall of the Berlin Wall and the nuclear explosion in Chernobyl on 26th April 1986 in Ukraine.  This is a generation who have seen a lot so far in life, which appears to be reflected in their customer care expectations through a desire for ease and stability.

Convenience: Look for convenience and efficiency, ‘Gen X tends towards phone and email for customer support,’ explains customer support staff outsourcer, Super Staff.  They go on to reveal that, ‘46% of Gen X customers ask for support through phone calls, 40% prefer email, and 37% still desire in-person service.’  This is a demographic who need a well-trained cohort of customer care advisers at the ready, so investing in a good training programme for your team is essential to meet the expectation of this group. 

Detailed Support: Generation X appreciate detailed explanations and clear guidance in resolving complex issues, as Super Staff highlights, ‘Gen X tends to be more patient when asked to wait on hold,’ and, ‘They also prefer a personal touch and prefer well-structured, clear communication.’

Reliability: To satisfy the expectations of Generation X, you will need to provide a dependable and consistent service, as they expect representatives to be knowledgeable and resourceful.  However, they reward the companies they choose for investing in this service, ‘New research shows that Gen X is the most brand-loyal generation—if your brand can successfully reach them in an authentic, real way,’ explains digital advertising agency AdShark.  This is a demographic you can expect to make lifetime customers of if you provide the consistent, quality support they expect.

Baby Boomers (Born 1946-1964)

‘There were more babies born in 1947 than in any year for the last quarter of a century,’ wrote Charles Rowe for The People on 28th December 1947.  And the significant portion that makes up the Baby Boomer generation continues today.  ‘As of 2023, there were approximately 13.57 million members of the Baby Boomer generation in the United Kingdom, ranging from the ages of 59 to 77,’ reveals Statista.  But what does this large pool of customers expect from customer care?

Human Interaction: As a generation who grew up without the internet, smartphones or home PCs, Baby Boomers still value the human touch when it comes to customer care.  ‘Boomers typically prefer traditional communication channels, with phone support leading the way,’ reveals customer care provider contact-centres.com.  They go on to explain, ‘For many Boomers, speaking with a real person provides reassurance and clarity that automated systems cannot match.’ 

Patience and Clarity: Baby Boomers expect customer care representatives to be patient, providing clear, step-by-step assistance.  ‘As a result, when delivering customer care, it is best to have multiple options/solutions accessible for customers to pick from,’ advises CRM provider, Kapture, ‘Before asking for a decision, provide them with as much information as possible.  An automated email reply can be helpful to ensure and assure them that the brand is working on their issue.’

Trust and Security: The importance of trustworthiness and security, particularly in financial or personal information dealings is imperative for this generation.  In a recent study into online behaviours of different generations, ‘The baby boomers were the age group that was least confident that they were protected from a range of security threats,’ reports Forbes.  They are also, ‘The least likely to share personal information on a social media profile, most likely to restrict access to their social media platforms to people they trust, and most likely to consciously limit the amount of personal information they share online,’ continues Forbes.  So, when it comes to online engagement with this demographic, creating a secure and safe environment is a must.

Silent Generation (Born 1928-1945)

‘Sometimes also called “Traditionalists,” the members of this cohort are generally characterised as cautious conformists who sought stability, worked hard, and thrived by not rocking the boat in an era of booming postwar economic prosperity,’ reports Britannica.  The post-war environment they grew up in has undoubtedly influenced their preferences, but what does this mean for the Silent Generation’s expectations of customer care?

Personalised Attention: The Silent Generation have a strong preference for personalised and respectful customer care.  As digital marketing provider Cybertek Marketing explains, ‘This demographic values personal connections and relationships, and companies that can establish a genuine connection with seniors are more likely to earn their trust and loyalty.’  This is another area where a dedicated and well-trained customer care team can ensure customer relations flourish.

Simplicity: This generation expects straightforward, simple instructions, avoiding jargon or complex processes.  To meet the demands of this demographic, Cybertek Marketing advises that, ‘One effective strategy is to use clear and concise language.  The Silent Generation appreciates straightforward communication without excessive jargon or complicated messaging.’  So, wherever possible, keep it short, keep it accurate and keep it simple.

Traditional Methods: Favouring traditional methods, the Silent Generation will often prefer communication using written, telephone or in-person support over digital solutions.  Cybertek Marketing explains that, ‘Seniors appreciate the tactile nature of print media and the auditory experience of radio.  These mediums allow for a more immersive and engaging experience, which can be particularly impactful for the Silent Generation.’  So, for this client base, it is better to opt for a traditional solution to your customer care needs, even providing letters in writing rather than email, phone calls over messages and face-to-face support over AI chatbots.

Finally, each generation has unique preferences shaped by their experiences and technological comfort, influencing how they engage with customer care services.  To ensure you don’t miss out on the custom of any age bracket you’re targeting, make sure you understand and implement the tools and team required to provide the care they expect from you.  If you’re a private or social housing provider, find out how we can tailor our packages to meet the requirements of your client base with our range of traditional and digital products by booking a call here.