In the latest post from our CX Insights series, where we ask five experts to weigh in on one burning issue, we explore how brands can better connect with Generation Z customers.
“The more authentic we can be, the more that will resonate with the Gen Z crowd.”
Sue Duris, Director of Marketing and CX, M4 Communications, inc
“Authenticity is a big thing for Gen Z. I see a shift from customer-centricity to human-centricity. In fact, 2019 is the year of the human. We’re seeing the employee experience align with customer experience to drive growth.
“Everything is human-to-human contact, and the more authentic we can be, the more that will resonate with the Gen Z crowd.”
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“Clearly we are dealing with a self-confident and empowered generation.”
Nate Brown, Director of Customer Experience, UL EHS Sustainability
“I had a humorous and eye-opening experience in downtown Nashville recently when interviewing a variety of Generation Z customers. I was asking them the question, ‘How likely are you to fill out a survey?’ Expecting the answer to be an emphatic ‘never’, I was shocked when nearly all of them said they answer surveys on a regular basis. When asked to explain, the general sentiment was that their voice is very important, and brands need to know how they feel.
“Clearly we are dealing with a self-confident and empowered generation. Brands that win with Generation Z customers will be those that put their customers in the driver’s seat. Everything from product innovation, to ambassador marketing, to even support in some cases, occurs when customers are properly engaged.”
“A millennial might want to get results right away, but a Gen Z-er is there to enjoy the journey.”
Blake Morgan, Customer Experience Futurist
“Generation Z is the up-and-coming group of customers who will have a big impact in the future. Making an effort to connect with them now can create loyal customers as they move into adulthood.
“Generation Z are digital natives. They’ve never known a world without handheld gadgets. The best way to connect with Gen Z is through mobile. Create interactive and shareable mobile experiences. Because Generation Z is still so young, they are focused more on the overall experience and less on efficiency. A millennial might want to get results right away, but a Gen Z-er is there to enjoy the journey. They trust the opinions of others, so allowing them to make connections with friends, internet strangers or influencers can also build a connection.
“The biggest challenge is staying ahead of their technology preferences because they move through things quickly. They can also see through inauthentic behaviour quickly, so make sure that any communication with them is real and organic.”
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“Because of their social media clout they are in a powerful position to provide other consumers with unbiased information.”
Michael Killeen, Chairman, The CX Company
“Be authentic with them via the human touch. They are the most active advocates on the planet today and can make or break a company in moments. Because of their social media clout they are in a powerful position to provide other consumers with unbiased information that other consumers trust over any other form of marketing.
“In our CXi surveys, we find that while Gen Z score companies that offer channel harmony across digital, mobile and retail higher, they still have a very strong desire to have access to the human touch, particularly face-to-face in retail channels.”
“It’s important to understand that Gen Z customers are hyper-connected and don’t know life without digital technologies.”
Brian Hannon, Chief Commercial Officer, Voxpro – powered by TELUS International
“Generation Z already controls a substantial amount of consumer discretionary spending. According to the National Retail Federation in the US, these individuals have access to $44 billion in buying power, with 75 percent saying they spend more than half of the money that is available to them each month. In essence, ignore them at your peril.
“Firstly, it’s important to understand that Gen Z customers are hyper-connected and don’t know life without digital technologies. Meet them where they are most likely to make purchases: online. But also make their transition between online and offline seamless because friction in their shopping experience is not usually tolerated.
“Gen Z individuals also expect authenticity. As they’re known to be very capable of sifting through fake news to find that authenticity, make sure your brand is being honest and fully transparent. They’re savvy shoppers and will do their homework to ensure that you’re offering the best deal.
“Personalisation also matters to them, as this generation is used to pop-up ads promoting the very products they’ve been searching for. Tailor the customer experience to suit their habits and needs.”
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