Here’s some news for those that still associate Gen Zer’s with teenagers hanging out on Tik-Tok and criticizing Boomers for the climate crisis: Gen Z has grown up.
They have grown up so fast, in fact, that this young generation now has the purchasing ability adding up to $143 billion! And companies are rushing to get a piece of this huge pie.
Naturally, you need to be quick to adapt and cater to this growing customer demographic and ensure a stellar customer experience for Gen Z. In this guide, we’ll show you how you can do this with the help of 7 actionable tips.
But first, let’s get to know our young customers a bit better.
What are some of the defining features of Gen Z that make them a distinctive type of customer? This mind-map can give you a pretty good idea:
These are just a few of many qualities we can safely ascribe to Zoomers, but they paint a unique picture of a demographic that craves novelty, value, and top quality in everything they get. Customer experience is no exception.
Now let’s get down to business. How can you ensure a stellar customer experience for this young audience? These 7 tips will guide and give you all the answers you need.
It’s no secret that people’s attention span shortens from generation to generation, and Gen Z falls under this tendency as well. In fact, an average Zoomer’s attention span is only 8 seconds, while Millennials can “boast” 12 seconds.
Why does it matter?
What can you do to grab Gen Z’s attention and keep it, too?
You cannot get around digitalization if you want to attract Gen Z customers.
Get on top of the new technology and integrate it into the customer experience.
58% of Gen-Z are ready to purchase more expensive items if the brand is targeted at their individuality.
You know what we’re driving at, right?
Personalize customer experience for Gen Z to make them more likely to be drawn to your brand. To ace personalization, you don’t always need an elaborate marketing strategy. Start out with these simple tricks:
Think about this: 9 out of 10 Gen Z customers value experiences more than physical items when shopping.
Cater to their expectations by enhancing buying experiences.
Social media is every Zoomer’s second home. And they expect brands to be present and available on social media platforms where they can genuinely interact with customers and hear their voices.
The best way to approach conquering social media as a brand catering to Gen Z is to take advantage of UGC – user-generated content. UGC includes pictures, videos, hashtag posts, and other types of content made by regular users for and/or in connection with your brand.
UGC is an excellent tool that boosts both your marketing success and customer experience for young audiences.
Now a huge part of customer experience for Gen Z – and any other demographic, really – is having their standards and expectations met. This might sound very trivial and obvious, but we can’t overstress the importance of this customer experience factor.
Consider two elements of brand integrity that especially concern Gen Z customers:
Last but not least – Gen Z customer experience is not only about quality goods and swift customer service. In fact, brand philosophy and values are extremely important for Zoomers when they come in contact with a brand.
68% of Gen Zer’s want to buy from companies that have a social responsibility and stand for a major social cause. For example, 77% underline that they prefer to stick with a brand that promotes gender equality.
Project that in what you do!
Try to opt for ethical practices: choosing cruelty-free, environmentally-friendly production, and sustainable goods is an excellent way to show you care. Gen is ready to pay more for products and services from companies that care about something more than just profits.
Besides, create ways for Gen Z customers to engage with your initiatives and contribute to these practices. You can organize social campaigns and events that attract young conscious consumers and encourage them to contribute to your cause.
It is a two-birds-with-one-stone scenario: you are providing an amazing customer experience and helping the world become a better place.
Take Comfort UK as a great case to learn from. This clothes care product brand takes sustainability very seriously and involves customers – especially young women – in their campaigns. Their 2019 Comfort Swap Shop organized together with the Elle and Cosmopolitan magazines, raises consumers’ awareness of the importance of recycling and allows people to buy unique second-hand clothing items in an improvised marketplace.
Such events provide a unique, memorable customer experience for Gen Zen’s who want more than a purchase – they want to make a positive difference. Let your brand be a channel through which such difference becomes possible.
Gen Z is the new, powerful customer demographic whose consumer habits are aligned with the digital reality they grew up in. When it comes to customer experience, they want to see innovation, convenience, quality, and value.
As a brand, you can feel like acing all these aspects is challenging – and you wouldn’t be wrong. You can choose to focus on the tips you find the most fitting for your niche and take baby steps in the right direction.
Remember – whatever tactics you decide to implement into your customer experience strategy with Gen Z, do it genuinely. Zoomers trust authenticity, openness, and true effort on the part of brands.
David Morneau is the co-founder and CEO of inBeat, a hybrid micro-influencer marketing SAAS/agency that helps brands scale their marketing efforts. He has helped over 200 DTC brands to date.
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