UK survey reveals generational divides in customer service preferences

New research by CommBox has shed light on the evolving expectations of UK consumers, particularly the preferences of the younger generation. The study, involving over 1,000 consumers and 250 managers from customer-facing organisations, explored contemporary challenges in delivering customer service and varied priorities across different age groups.

The survey reveals notable generational differences in how customers prefer to interact with brands. A significant finding is that 16-24-year-olds, who form Generation Z, show a strong preference for digital communication channels such as WhatsApp and Instagram for customer service. Nearly 34% of respondents in this age group favour digital interaction over traditional phone calls, a stark contrast to the 61% of over 55-year-olds who prefer calling.

Customer satisfaction levels across all age groups indicate that many UK consumers are frequently disappointed with the online service they receive. Less than half (43%) reported being satisfied with customer service online over the past year. This sentiment is consistent among various age groups, with only 37% of 16-24-year-olds and 42% of over 55-year-olds expressing satisfaction.

Respondents highlighted common frustrations, including long wait times, the inability to speak directly to a human agent, and inefficient chatbots. At the same time, generational divides become apparent regarding how customer service can be improved. For older consumers, the priority lies in speaking to knowledgeable agents, whereas younger consumers emphasise the importance of multichannel access and 24/7 availability.

One of the pivotal findings from this research is the influence of Generation Z's online behaviour. A significant proportion of 16-24-year-olds are likely to take action following positive and negative customer service experiences. After a negative interaction, 90% of Gen Z consumers will take steps such as avoiding future purchases from that brand (44%) or seeking alternative brands (33%). Furthermore, this age group is quick to share their experiences publicly, with 18% posting negative reviews and 24% criticising brands on social media.

Conversely, positive customer service experiences can lead to beneficial outcomes for brands. Approximately one-third of Generation Z respondents would recommend a brand to friends (33%) or write positive reviews (31%). Additionally, 18% would share their favourable experiences on social media, and 37% would prioritise the brand over competitors. This dynamic underscores the critical importance of delivering high-quality customer service to this influential demographic.

Dvir Hoffman, CEO at CommBox, commented on these findings, stating, "The results of our survey show that the needs and demands of different generations vary considerably, and brands need to adapt to that. It's no longer enough to be available on the phone or email - new tech-savvy generations are demanding brands be available across multiple digital touchpoints. Likewise, brands mustn't risk alienating consumers who prefer to receive service via other, more traditional methods."

Hoffman continued, "For businesses, these preferences should be seen as two sides of the same coin - where a unified knowledge base can support both. Centralising organisational knowledge enables all agents, regardless of experience levels, to tackle those demanding, complex customer calls - as well as empowering customers to self-resolve and find quick answers through automated channels. It's about striking the right balance, knowing when to use technology and more digital channels, and when to make agents available for high-value interactions. Only then can brands say they are truly delivering a personalised service."