Як адаптувати колл-центр до покоління Z?Експерт вказує способи їх виграти

Marked by hyperconnectivity and high standards of expectation, Generation Z grew up with technology integrated into their daily lives, which shaped more rigorous expectations regarding brands. For them, customer service must be immediate, efficient, and frictionless, keeping pace with the rapid pace at which they communicate and make decisions. Patience with queues and waiting periods practically doesn't exist: if the response doesn't come within a few minutes, the alternative is to seek another option.

A study by InstitutoZ in partnership with MMA Latam, published by Medium & Messageshows that 60% of companies still face difficulties communicating with this audience, including on social media.

According to Marcio Verderio Tahan, CEO of VTCall, a company specializing in corporate customer service with artificial intelligence and automation, ignoring these expectations means losing relevance. "This group values speed and expects brands to be present on multiple channels, ready to offer immediate solutions. Born between 1997 and 2010, they are expected to account for the majority of purchases in the coming years, as well as influencing the behaviour of other generations," highlights Marcio.

How to serve them intelligently?

Digital behaviours have already transformed how we consume, demanding new strategies for managing the customer experience. What once seemed impossible – uniting technology with a human touch in customer service – is now a reality thanks to advancements in tools. Software is capable of interacting, answering questions, and even anticipating needs, creating more practical and consistent experiences. Today, Generation Z is also witnessing this new era, which is only improving.

"The most common mistake is believing technology makes customer service impersonal. When properly implemented, it does the opposite: it brings people closer and makes the journey smoother for those on the other end," explains Marcio. Today, omnichannel platforms and automation features allow 24/7 operation with speed and efficiency, connecting channels like WhatsApp, Telegram, and social media. This ensures a continuous and integrated experience, guaranteeing efficiency and closeness simultaneously, something crucial for these consumers who value exclusivity and hate waiting."

For Marcio, the secret lies in balance. "These digital natives want every interaction to be efficient, and at the same time, human. Their time needs to be respected in every contact," he reinforces.

Furthermore, younger consumers value practicality and clarity, and expect their time to be respected and that solutions anticipate their needs. Each interaction should be viewed as an opportunity for engagement, strengthening trust and a positive brand perception.