Talkdesk Research Uncovers a Growing Opportunity for Brands to Build Lasting Relationships with Gen Z | News



Talkdesk Inc., a global leader in cloud contact centers for customer-obsessed businesses, today released its latest research report, Winning Gen Z Through Exceptional Customer Service. The report found that while 88% of Gen Z consumers are loyal to five or fewer companies in total, nearly a third (31%) have become loyal to a new company in the past year. As their buying power grows, this presents both a major opportunity and challenge for brands to win with these coveted consumers.

“Consumers of all ages see themselves as loyal to only a few companies. This is even more true for young consumers who are establishing their own brand loyalty,” said David Gardner, vice president of research and insights at Talkdesk. “To build loyalty, you have to invest. Our research shows that companies need to be aware of the impact of constant digital engagement on their approach to engagement and customer service when looking to win with Gen Z.”

According to Talkdesk research, two things are key to building and maintaining Gen Z loyalty:

  1. Allowing them to easily and conveniently resolve their service issues, and
  2. Talk about their concerns and priorities beyond just the customer service context.

Talkdesk research also reveals that Gen Z’s changing preferences for developing relationships and engaging with brands are placing more pressure on organizations to have an authentic and consistent omnichannel support strategy. Gen Zers pay little premeditated attention to their channel preferences and expect to be able to engage wherever they are to get what they need.

When it comes to providing consumers with the ability to connect with brands to solve problems, CX leaders must think beyond channel silos. Omnichannel engagement, intelligent self-service and agent activation are increasingly the fundamental basis for building and maintaining relationships with Gen Z consumers. Less than a quarter (24%) of Gen Zers prefer to use the phone for customer service, compared to 40% of Gen Xers and 56% of Boomers.

“Gen Z consumers are open to engaging with businesses through a wide variety of different service channels and are more likely to have engaged AI-enabled channels, like virtual chat or voice assistance , as well as through social media,” Gardner said. “Customer loyalty will be built and solidified by brands that are thoughtful in their deployment of omnichannel capabilities.”

Strategically deploying AI to solve table stakes problems is critical as young consumers prioritize opportunity and convenience. A majority (78%) of Gen Z consumers have contacted and engaged in automated virtual chat with AI, compared to just 38% of baby boomers.

Beyond the convenience of the digital experience alone, Gen Z are more likely to consider a company’s messaging and communication about issues that matter to them. In fact, 46% of Gen Z consumers have stopped buying from a company in the past year because of its stance on social issues, compared to just 22% of baby boomers. It is therefore imperative for brands to enable their customer support agents to understand and align with the company’s core values.

For more information on how to prepare to retain Gen Z customers, download the full report.


This report is primarily based on an online quantitative consumer survey conducted in October 2021. The sample includes 12 different global markets, including: United States and Canada (North America); Australia and New Zealand (Asia-Pacific); France, Germany, Italy, Spain and the United Kingdom (Europe); Mexico, Brazil and Argentina (Latin America). The survey results were bolstered by qualitative interviews with customer service/CX managers at major consumer companies and consulting firms with a global presence.

About Talkdesk

Talkdesk® is a global leader in cloud contact centers for customer-centric businesses. Our automation-driven customer experience solutions optimize our customers’ most critical customer service processes. Our speed of innovation, vertical expertise and global footprint reflect our commitment to ensuring businesses can deliver better experiences in any industry and through any channel, resulting in greater customer satisfaction. customers and accelerated business results.

Talkdesk is a registered trademark of Talkdesk Inc. All product and company names are trademarks™ or registered® trademarks of their respective holders. Their use does not imply any affiliation with or endorsement by them.

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CONTACT: Media contact:

Camille Besley

[email protected]

(972) 896-1936



SOURCE: Talkdesk Inc.

Copyright BusinessWire 2022.

PUBLISHED: 03/31/2022 12:34 PM / DISK: 03/31/2022 12:34 PM

Copyright BusinessWire 2022.


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