Silent generation
Baby-boomers
GenerationX
GenerationY
Generation Z
Each generation grows up in a particular time period that affects the way a generation thinks and acts, and its expectations. If we look at the generations born between 1928 and today, we see great differences. One generation experienced the invention of the fax machine while the other cannot imagine a world without the internet.
These differences create varying expectations in customer contact. Generation Z expects a lightning-fast response time from your organisation, while Baby Boomers place less value on that. In short: each generation has a different way of dealing with digitalisation and the (new) ways they can get in touch with your company. Want to know how? Please read on and watch the videos in which each generation talks a little about their personal customer experiences and expectations.
From digital natives to the silent generation
EVERY GENERATION HAS ITS OWN EXPECTATIONS
A poor customer experience can be costly, especially with Generation Z and Millennials
Research shows that Generation Z and Millennials in particular have higher customer expectations. When they experience poor communication from a company, they are more likely to switch than older generations. The same research found that the younger generations and higher income groups in particular expect omnichannel customer interactions. The customer contact they have with a company, through whatever channel, should be linked so they don't have to keep reintroducing themselves. The reason? They consider their time a scarce resource and see solving an issue or problem as a waste of time. In addition, they want to contact a company through their preferred channel.
' As long as you don't have to wait too long and someone can help you right away.'
Generation Z
Caron & Bob | Born in 2000
Born between 1996 and 2012
Also called digital natives, screenagers and the digital generation. Generation Z has grown up in a 24/7 society where digital technology is the norm. They are characterised by a short attention span and can find information at lightning speed. An always-online generation that sees social media not as technology, but as a necessity.
Bob: : 'If you want to ask or report something to a company, it's best to just call. When you call, someone can explain things right away.'
Caron: 'Yes, that goes for me too. Then I get an answer straight away. Instead of having to wait 24 hours for an e-mail. For that reason, I almost never mail, unless I need written proof of something. I prefer to skip the chatbots, especially when they pop up on your screen. I prefer to decide for myself when to ask a question. When I take a look at a website, I don't necessarily have any questions. Maybe I just want to look around. And if I do have a question, I call or look for other ways to ask it.'
Bob: 'Having direct contact with someone is easiest. That person can then take care of it right away by looking directly at your account, for example. Otherwise, the contact methods can overlap and you have to wait a long time. Finding contact details is usually quite easy. Most sites say 'contact' somewhere, or you find out the customer service phone number via Google.'
Caron: 'Yes, but these days there are other ways to speak directly to someone live. For example, through Instagram or Facebook Messenger. As long as you don't have to wait too long and someone can help you right away.'
Generation Y (Millennials)
Frank | Born in 1991
Born between 1980 and 1995
'I don't mind talking to a chatbot. If it can help me well enough, what do I care?'
The generation that grew up with the internet, mobile phones and e-mail, but can remember a world without these tools. They use technology to make their busy lives easier. They prefer to do their shopping online and have smart speakers in their homes. They focus on sustainability and new technologies.
'I'm not inclined to call organisations; I prefer to contact them via chat. Maybe that's something to do with my generation, I never actually call anymore. Unless it's something important like cancelling a subscription.
I don't mind talking to a chatbot. If it can help me well enough, what do I care? But if the bot can't help me properly, I do want the conversation to be taken over by a person. So I don't get stuck due to the limitations of the chatbot. And I also like it when you receive the chat history afterwards, so you can always look back to see what was said.
The other day, I wanted to change my account number with a government agency. To arrange that, I first had to call so that I could be sent a letter at home - after a few weeks - with a form in which I could enter my new account number. I had to return this letter by post and after a month I received confirmation that my account number had been changed. What a terrible way to do things! It's so cumbersome to have to arrange things that way when it could be done so much easier online.'
'When I have a complaint, unfortunately my experience is that the best way to report it is through social media.'
Generation X
Marian | Born in 1970
Born between 1965 and 1979
This generation grew up with few ideals and consciously experienced the explosion of digitalisation. They use their smartphone, tablet and smart TV a lot. As long as it remains practical. They don't like watching videos on their smartphones. They are, however, increasingly active on social media.
'When I have a question, I want to find the answer online immediately. If that fails, I want to know who I can call. Sometimes I use a chatbot, but not often. It would be nice if a chatbot could figure out when you need personal contact. And that you then actually get to speak to someone through the chatbot.
Last weekend, I was looking for a dentist. I ended up at a practice where I could leave a message online. You could indicate what your symptoms are, whether you are anxious, for example, and at what time you would like to be called back. They called me back at the time I indicated and I made an appointment immediately. You find that such a follow-up conversation actually feels a bit more personal. That bit of extra service is important to me.
When I have a complaint, unfortunately my experience is that the best way to report it is through social media. If you share your complaint on social media and tag the company in the post, you will be called back within 24 hours. They don't want their name to be used negatively. But my intention is not for people to see my complaint, I want my problem solved. If the company responds nicely, I will remove my post. Or I'll put under it that it's been resolved satisfactorily.'
Babyboomers
Adrie | Born in 1956
Born between 1946 and 1964
'If I make a complaint, I expect a response within 2-3 business days'
A protest generation that grew up in a time of steady technological progress. Have a smartphone to do their banking, but prefer to use a device with a larger screen to shop online, for example. This generation is concerned about digital privacy and security.
'The way I contact an organisation depends on the organisation. With shops, you can quickly look at the website. With the government too, or you have to send a letter. I also try calling sometimes, but you almost never get anywhere. It's not worth it these days.
If I have a complaint and it's very bad, I still sometimes want to send an e-mail saying, "What's going on, guys? This is not how you should treat your customers." I then expect a response within 2-3 business days. If they don't, we'll simply go somewhere else.
Would I rather choose low price or good service? In the village where I live, you have to weigh that up all the time. You know the service in the village is good because we all know each other. On the other hand, the prices are higher, which makes a difference. It's a trade-off you have to make every time. But it also depends on the price of what you're buying. Whether the trade-off falls one way or the other. For expensive products, I still tend to shop somewhere in the village. Unless there really is a big price difference of 30 to 40 per cent.
So far, I have no experience with an automated chatbot. I haven't come across one yet. In fact, the organisations I contact don't seem to have these things. I have chatted with a person though.'
'When you are with someone, things go much easier, but alone I feel very insecure.'
Silent generation
Bep | Born in 1939
Born between 1928 and 1945
The dutiful generation that grew up during the war, always worked hard and never complained. They had few opportunities to make dreams come true. Secondary and higher education was available, but little used. There was little room for luxury.
'When I contact a company, I prefer to do it in person. But that's not usually possible because many shops and offices are disappearing. So then I have to call. And I also have to be honest, my son does a lot for me; he takes things over for me because I'm often insecure. When you are with someone, things go much easier, but alone I feel very insecure.
If I bought something locally and am not satisfied with it or I have a complaint, I go back to the shop. But it also depends on the product or service. For example, I am not familiar with insurance. I never made a study of that. I may be too casual about it, but that was always done for me, so I'm not really geared up for organising my insurance, for example. But if I had to do it, I would pick up the phone.
If someone were to ask me how I do my taxes, for example, I would happily give them the name of my intermediary. Why? Because he has always done it perfectly. I think for about thirty years. We never had any complaints and they just became someone to trust. I don't have to worry about it.
Source: Aspire, an integrated platform for the future of customer communications (2021)
N=2,000 consumers
in the U.S. an Canada
Want to know how to design your customer communications so that every generation can relate to them? Read our blog on asynchronous communication:
Silent generation
Baby-boomers
GenerationX
GenerationY
Generation Z
Each generation grows up in a particular time period that affects the way a generation thinks and acts, and its expectations. If we look at the generations born between 1928 and today, we see great differences. One generation experienced the invention of the fax machine while the other cannot imagine a world without the internet.
These differences create varying expectations in customer contact. Generation Z expects a lightning-fast response time from your organisation, while Baby Boomers place less value on that. In short: each generation has a different way of dealing with digitalisation and the (new) ways they can get in touch with your company. Want to know how? Please read on and watch the videos in which each generation talks a little about their personal customer experiences and expectations.
EVERY GENERATION HAS ITS OWN EXPECTATIONS
From digital natives to the silent generation
Research shows that Generation Z and Millennials in particular have higher customer expectations. When they experience poor communication from a company, they are more likely to switch than older generations. The same research found that the younger generations and higher income groups in particular expect omnichannel customer interactions. The customer contact they have with a company, through whatever channel, should be linked so they don't have to keep reintroducing themselves. The reason? They consider their time a scarce resource and see solving an issue or problem as a waste of time. In addition, they want to contact a company through their preferred channel.
A poor customer experience can be costly, especially with Generation Z and Millennials
Bob: : 'If you want to ask or report something to a company, it's best to just call. When you call, someone can explain things right away.'
Caron: 'Yes, that goes for me too. Then I get an answer straight away. Instead of having to wait 24 hours for an e-mail. For that reason, I almost never mail, unless I need written proof of something. I prefer to skip the chatbots, especially when they pop up on your screen. I prefer to decide for myself when to ask a question. When I take a look at a website, I don't necessarily have any questions. Maybe I just want to look around. And if I do have a question, I call or look for other ways to ask it.'
Bob: 'Having direct contact with someone is easiest. That person can then take care of it right away by looking directly at your account, for example. Otherwise, the contact methods can overlap and you have to wait a long time. Finding contact details is usually quite easy. Most sites say 'contact' somewhere, or you find out the customer service phone number via Google.'
Caron: 'Yes, but these days there are other ways to speak directly to someone live. For example, through Instagram or Facebook Messenger. As long as you don't have to wait too long and someone can help you right away.'
' As long as you don't have to wait too long and someone can help you right away.'
Also called digital natives, screenagers and the digital generation. Generation Z has grown up in a 24/7 society where digital technology is the norm. They are characterised by a short attention span and can find information at lightning speed. An always-online generation that sees social media not as technology, but as a necessity.
Caron & Bob | Born in 2000
Born between 1996 and 2012
Generation Z
'I'm not inclined to call organisations; I prefer to contact them via chat. Maybe that's something to do with my generation, I never actually call anymore. Unless it's something important like cancelling a subscription.
I don't mind talking to a chatbot. If it can help me well enough, what do I care? But if the bot can't help me properly, I do want the conversation to be taken over by a person. So I don't get stuck due to the limitations of the chatbot. And I also like it when you receive the chat history afterwards, so you can always look back to see what was said.
The other day, I wanted to change my account number with a government agency. To arrange that, I first had to call so that I could be sent a letter at home - after a few weeks - with a form in which I could enter my new account number. I had to return this letter by post and after a month I received confirmation that my account number had been changed. What a terrible way to do things! It's so cumbersome to have to arrange things that way when it could be done so much easier online.'
'I don't mind talking to a chatbot. If it can help me well enough, what do I care?'
Frank | Born in 1991
Born between 1980 and 1995
The generation that grew up with the internet, mobile phones and e-mail, but can remember a world without these tools. They use technology to make their busy lives easier. They prefer to do their shopping online and have smart speakers in their homes. They focus on sustainability and new technologies.
Generatie Y (Millennials)
'When I have a complaint, unfortunately my experience is that the best way to report it is through social media.'
'When I have a question, I want to find the answer online immediately. If that fails, I want to know who I can call. Sometimes I use a chatbot, but not often. It would be nice if a chatbot could figure out when you need personal contact. And that you then actually get to speak to someone through the chatbot.
Last weekend, I was looking for a dentist. I ended up at a practice where I could leave a message online. You could indicate what your symptoms are, whether you are anxious, for example, and at what time you would like to be called back. They called me back at the time I indicated and I made an appointment immediately. You find that such a follow-up conversation actually feels a bit more personal. That bit of extra service is important to me.
When I have a complaint, unfortunately my experience is that the best way to report it is through social media. If you share your complaint on social media and tag the company in the post, you will be called back within 24 hours. They don't want their name to be used negatively. But my intention is not for people to see my complaint, I want my problem solved. If the company responds nicely, I will remove my post. Or I'll put under it that it's been resolved satisfactorily.'
Marian | Born in 1970
This generation grew up with few ideals and consciously experienced the explosion of digitalisation. They use their smartphone, tablet and smart TV a lot. As long as it remains practical. They don't like watching videos on their smartphones. They are, however, increasingly active on social media.
Generation X
Born between 1965 and 1979
'The way I contact an organisation depends on the organisation. With shops, you can quickly look at the website. With the government too, or you have to send a letter. I also try calling sometimes, but you almost never get anywhere. It's not worth it these days.
If I have a complaint and it's very bad, I still sometimes want to send an e-mail saying, "What's going on, guys? This is not how you should treat your customers." I then expect a response within 2-3 business days. If they don't, we'll simply go somewhere else.
Would I rather choose low price or good service? In the village where I live, you have to weigh that up all the time. You know the service in the village is good because we all know each other. On the other hand, the prices are higher, which makes a difference. It's a trade-off you have to make every time. But it also depends on the price of what you're buying. Whether the trade-off falls one way or the other. For expensive products, I still tend to shop somewhere in the village. Unless there really is a big price difference of 30 to 40 per cent.
So far, I have no experience with an automated chatbot. I haven't come across one yet. In fact, the organisations I contact don't seem to have these things. I have chatted with a person though.'
'If I make a complaint, I expect a response within 2-3 business days'
Adrie | Born in 1956
A protest generation that grew up in a time of steady technological progress. Have a smartphone to do their banking, but prefer to use a device with a larger screen to shop online, for example. This generation is concerned about digital privacy and security.
Babyboomers
Born between 1946 and 1964
'When I contact a company, I prefer to do it in person. But that's not usually possible because many shops and offices are disappearing. So then I have to call. And I also have to be honest, my son does a lot for me; he takes things over for me because I'm often insecure. When you are with someone, things go much easier, but alone I feel very insecure.
If I bought something locally and am not satisfied with it or I have a complaint, I go back to the shop. But it also depends on the product or service. For example, I am not familiar with insurance. I never made a study of that. I may be too casual about it, but that was always done for me, so I'm not really geared up for organising my insurance, for example. But if I had to do it, I would pick up the phone.
If someone were to ask me how I do my taxes, for example, I would happily give them the name of my intermediary. Why? Because he has always done it perfectly. I think for about thirty years. We never had any complaints and they just became someone to trust. I don't have to worry about it.
'When you are with someone, things go much easier, but alone I feel very insecure.'
Bep | Born in 1939
The dutiful generation that grew up during the war, always worked hard and never complained. They had few opportunities to make dreams come true. Secondary and higher education was available, but little used. There was little room for luxury.
Silent generation
Born between 1928 and 1945
Source: Aspire, an integrated platform for the future of customer communications (2021)
N=2,000 consumers
in the U.S. an Canada
Want to know how to design your customer communications so that every generation can relate to them? Read our blog on asynchronous communication: