Gen Z Wants Brands to Level Up Their AI Customer Service Game
21 Novembro 2024 - 11:00AM
Business Wire
New Five9 Survey Finds That Nearly 60% of Gen Z
Says AI Chatbots Excel at Speedy and Convenient Customer Service,
While Humans Still Preferred for Complicated Problems
Sixty percent of Gen Z craves the speed and convenience of
AI-powered customer service, but still prefer human interaction for
complex issues, according to a new survey conducted by Five9
(NASDAQ: FIVN), provider of the Intelligent CX Platform. This
paradox highlights the need for businesses to strike a balance
between AI-powered solutions and the human touch to meet the
evolving expectations of this tech-savvy generation.
This desire for efficiency and ease extends beyond just the
technology itself. For Gen Z consumers, a seamless and positive
customer service experience is essential to building brand loyalty.
“The worse my customer service experience is, the less likely I am
to use the brand again,” says Mimi Allen, 21. “I shop online
because it makes my life easier. I don’t have the time to go into a
store to purchase, but if buying stuff online is going to take
hours or be difficult, then I won’t use them anymore.”
Five9 conducted a survey of 1,000 Gen Z consumers and tracked
customer experience interactions for a select group of these young
shoppers. The study found that Gen Z is particularly open to AI for
quicker resolutions, with 46% considering it ideal for simple fixes
and 47% for generic questions. While nearly 60% of Gen Z appreciate
AI's faster response times over human interactions (40%) and its
unmatched convenience (19%), 15% said they enjoy the personalized
experience it can offer. Surprisingly, when interacting with
brands, less than 40% of Gen Z respondents could not distinguish
between AI and human interactions in chatbots, text, or email. This
data underscores AI’s growing role in streamlining customer service
for a generation that expects quick, efficient solutions.
"Gen Z are natural 'prompt engineers'," says Niki Hall, Chief
Marketing Officer, Five9. "They know how to interact with AI to
get the information they need, but they're also keenly aware of its
limitations. When it comes to complex issues or sensitive
information, they still crave the empathy and problem-solving
abilities of a human customer service representative. AI presents a
powerful opportunity for brands to enhance customer service, but
strategic implementation is key to achieving maximum impact and
ROI."
Despite their desire for AI-driven customer experiences, nearly
65% of Gen Z consumers still prioritize human customer service for
complex issues, finding AI-powered solutions not as trustworthy
(47%) and reliable (36%). Human support is preferred for specific
scenarios, such as billing (86%), high-value purchases (88%), and
returns (77%), emphasizing the importance of empathy and
problem-solving in these areas.
Sephora, Target, Nordstrom, and Apple are all winning over Gen Z
with their top-notch customer service. But it's not just the retail
world that's getting it right, as airlines like United, Singapore
Airlines, and Delta are also flying high in the eyes of Gen Z
travelers.
For Gen Z shoppers, building a relationship with a brand is key
to unlocking exceptional customer experiences. “Loyalty is a
two-way street. I can’t expect a brand to drop everything to try
and solve my $12.99 order issue,” says Sash Shaban, 23. “However,
if I am a regular and we start to build a relationship, that is
when I expect an incredible CX experience compared to my purchasing
history.”
Five9’s research provides valuable insights for businesses
navigating the evolving landscape of customer service in the
digital age. By understanding the preferences and expectations of
Gen Z regarding AI in customer service, brands can create more
effective and trustworthy experiences that foster loyalty and
satisfaction.
Methodology
This study was conducted online among a nationally
representative sample of 1,000 Gen Z consumers, including 50% ages
18-22 and 50% ages 23-27, in the U.S. between October 23-25,
2024.
About Five9
The Five9 Intelligent CX Platform, powered by Five9 Genius AI,
provides a comprehensive suite of solutions to power AI-elevated
customer experiences that deliver better business outcomes and
Bring Joy to CX™. Our unified cloud-native offering enables
hyper-personalized customer experiences and more empowered
employees, making every customer interaction more connected,
effortless, and personal. Trusted by 2,500+ customers and 1,400+
partners globally, Five9 brings together the power of AI, our
platform, and our people to drive AI-elevated CX.
For more information, visit www.five9.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20241121541263/en/
Media Contact: Five9 Hannah Blackington
press@five9.com
Berns Communications Group Danielle Poggi dpoggi@bcg-pr.com
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