Embracing CX expectations in Europe across four generations

Customer and employee loyalty is harder than ever to earn and easier than ever to lose. Like trust, it takes years to make and seconds to break, but what sets leading organisations apart?  

In this environment, navigating each generation’s unique set of expectations and preferences is the trickiest part. For instance, a report recently commissioned by Genesys found that Gen Z and millennials lean more heavily on reviews, while the Gen X and baby boomer cohort prefer a higher quality of products. Consequently, brands need to deeply understand their audiences to match each generation’s expectations. 

In today’s age of consumerism, more than half of European consumers surveyed consider a brand’s reputation for service and support when deciding to make a purchase. Adding to this, our report highlighted how consumers value an immediate response and resolution when interacting with an organisation. Around two-thirds of European employees surveyed want to work for a company with a supportive environment, demonstrating that employees’ needs should be a priority for organisations too.  

With this in mind, here are three considerations for providing generational inclusivity for your customers and employees. 

Empathy must underpin all interactions  

Empathy serves as the cornerstone for organisations aiming to excel in customer experience across diverse generational preferences. Our research found that a striking 71% of European consumers surveyed expect brands to show empathy, a statistic that brands simply cannot afford to ignore in today's competitive landscape. 

It’s important to remember that each generation demands different aspects of customer service. Gen Z, millennials, Gen X, and baby boomers bring different perspectives, preferences and expectations to their consumer interactions with brands. For instance, Gen Z respondents (53%) and millennial respondents (63%) place more importance on convenient and effective self-service options, such as chatbots, compared to boomer respondents (31%). While on the other hand, Gen X and boomer respondents (81%) place greater importance on knowledgeable customer service representatives than Gen Z respondents (68%).  

However, regardless of these generational differences, our research found that all generations surveyed value empathetic treatment. This means truly understanding and responding to the needs, concerns, and values of each customer, irrespective of their age group as this directly affects how customers perceive your brand.  It’s about tailoring experiences which demonstrate you know who the customer is and their history with your brand, as well as anticipating where they want to go next. 

At Genesys, one way we help organisations deliver more people-centric experiences is through empathy detection technology. Our speech and text analytics go beyond just topic identification and sentiment analysis by using AI models trained to evaluate empathy across all touchpoint interactions. Customer service employees become more in tune with how their actions and responses influence the customer experience. This enables organizations to further operationalize empathy as a core value and upskill employees by customizing training and coaching plans that foster improved emotional intelligence for stronger customer engagement.   

By understanding the generational preferences of customers in an empathetic manner, organisations can create more meaningful connections with their customers. This approach goes beyond mere transactional relationships, fostering a sense of loyalty and trust. Customers who feel understood and valued are more likely to become brand advocates, sharing their positive experiences with others. 

Don’t forget about your employees 

Employee experiences can often be overlooked, with brands prioritising customer experience instead. However, companies must recognise that employees play a crucial role in shaping customer interactions. Neglecting employee satisfaction by not taking into account the tools they need to succeed on the job can directly impact customer experience quality, so both should take priority.  

In the contact centre, for instance, agents who feel valued and supported by the right technology and resources, are set up for success, making it easier to handle customer queries efficiently and empathetically. For example, businesses can use AI-powered copilots to support agents in real-time by suggesting their next best action and surfacing relevant knowledge about the customer’s history, preferences and intent to help resolve complex issues faster and with greater personalization. 

While top-line expectations in the workplace are similar across generations, there are areas where they differ. For instance, our research found that Gen Z has lower overall expectations which could reflect that they’re relatively new to the workforce, or it could be symptomatic of simply having fewer expectations about work. On the other hand, we found that millennials, the largest generation currently in the workforce, have the highest expectations when it comes to being in a supportive work environment (69%), having greater work flexibility (72%), and having opportunities for professional growth and autonomy (57%) based on survey responses.     

When employees across all age groups feel understood and appreciated, they're more likely to collaborate effectively, share knowledge, and provide a more comprehensive and empathetic service to customers. This cross-generational synergy can also lead to innovative solutions and a more versatile approach to customer service.  

Businesses should also consider using technology like AI to create a more assistive environment for employees, particularly for younger generations who may feel less engaged with work. AI can provide real-time access to valuable resources, helping employees to perform their roles more effectively, or offer tailored coaching to meet individual needs. The more widely an organisation uses AI in ways that support the employee experience, while addressing generational concerns regarding AI, the better the outcome. 

Balancing technology and generational preferences in customer service 

While the advent of technology has transformed customer service, offering unprecedented opportunities for personalisation and efficiency, it's crucial to remember that different demographics have varying priorities and comfort levels with these advancements.  

The rise of AI-driven solutions and omnichannel interactions has undoubtedly enhanced the ability to provide seamless, personalised experiences. However, the disparity in preferences—exemplified by younger European consumers surveyed valuing messaging app-based customer service, as well as favouring chatbots and virtual agents for self-service on a mobile device, 9% more than their older counterparts—underscores the need for a nuanced approach.  

Brands should focus on the channels which closely align with their customers’ needs. By balancing technology with generational preferences,  brands can offer the right mix of cutting-edge AI to human-led support to meet customer expectations.  

Looking ahead to the future 

In an era where customer and employee loyalty are crucial, organisations must prioritise creating exceptional experiences that cater to the unique expectations of each generation. By embedding empathy at the heart of their interactions, brands can forge meaningful connections that foster trust and long-term loyalty.  

We believe that the companies that thrive will be those that skillfully balance the latest technological advancements with a human touch, blending empathy, technology, and generational understanding to create resonant experiences for all ages.