Poor customer service isn’t a generational issue ~ Why Gen Z aren’t to blame for worsening customer service
In this article Julian Bammer, Head of Customer Service at SIM-only mobile operator spusu, makes the case for customer service that caters to all generations.
Customer satisfaction is dropping year on year and if recent headlines are to be believed, Gen Z is to blame. Whether it’s because of the generation’s aversion to speaking on the phone, or their laid-back approach to customer care, many businesses have been tailoring their customer service efforts towards younger consumers in recent years. But is it fair — or helpful — to pin falling service standards on a single generation?
UK customer satisfaction dropped to a 14-year low in the July 2024 UK Customer Service Index. The survey revealed that dissatisfied customers not only affect a company’s reputation, but also impact their bottom line, with customer care issues costing the economy £6.8 billion every single month. So, what’s the root cause?
Generation blame
According to some commentators, it’s Gen Z. iNews recently published a piece claiming that the Gen Z workforce’s lax attitude to customer service was killing the high street. The reporter criticised the lack of attentiveness and knowledge of this generation of employees, who now make up around a quarter of the workforce.
On the flip side, many businesses are investing heavily in digital channels due to the age group’s preference to speak to operatives online when seeking customer service. Born between 1997 and 2012, the majority of Gen Z are too young to remember life before the iPhone was launched. Therefore, it’s little surprise that over a third of Gen Zs prefer digital customer service methods, while 61 per cent of over-55s prefer calling.
And it appears these changes are already affecting the service that customers receive. Notably, the survey revealed customers’ biggest gripes — and the main issues were closely linked to customer service attitudes and digital experience. The top three areas for improvement were: making it easier to find the right person to contact; more friendly and helpful staff; and better website navigation. In that case, is it fair to blame Gen Z for these issues?
Not entirely. Although there is some correlation, laying the blame on young people pushes tired stereotypes, but gets no closer to solving the problem. Businesses are simply not investing enough time and resources into building a great customer service provision.
Tackling the problem
Based on these customer perspectives, The Institute of Customer Service has pinpointed nine ways that organisations can improve the level of service they offer. In the context of digital customer service channels, two key recommendations are making it easy for customers to access help and achieving the right blend of people and technology.
Although many providers choose to invest in digital channels to appeal to Gen Z, this shouldn’t come at the expense of customers who prefer speaking on the phone. According to research conducted by This Is Money, customers may have to click through up to six webpages to find a phone number for the customer service team. Even when they manage to call, they are often met with automated messages alerting them of delays due to high call volumes.
Likewise, The Institute of Customer Service also points out that businesses are increasingly deploying chatbots to improve customer service efficiency, but that their research shows many AI agent interactions result in the issue going unsolved.
In trying to meet the demands of Gen Z, chatbots should not be viewed as an alternative to well-trained, knowledgeable customer service teams. The survey also highlighted the importance of empathy and problem-solving skills for customer care staff.
Good customer service isn’t one-size-fits-all. While there’s plenty of talk about tailoring services for Gen Z, we recognise that people of all ages rely on us to stay connected and not every customer wants to interact in the same way.
That’s why spusu offers a choice of contact methods to suit everyone, whether that’s an email, WhatsApp or a phone call with a human advisor. While AI chatbots are becoming more common in the telecoms world, we’ve chosen not to use them for customer service. We believe that real people offer a level of empathy, understanding and problem-solving that no chatbot can fully replicate.
It’s easy to point the finger at Gen Z for shifting service expectations, but the reality is that the level of service offered is a reflection of how businesses choose to operate. While it’s important to adapt to changing preferences, companies risk alienating other parts of their customer base if they focus too heavily on one group. The challenge isn’t about choosing between generations — it’s about offering flexible, accessible and genuinely helpful service for everyone.
Julian Bammer is Head of Customer Service at spusu
Julian Bammer is Head of Customer Service at spusuThe brand spusu was launched in Austria in 2015, in Italy in 2020, in the UK in 2023 and in 2024, spusu launched in Switzerland. The Mobile Virtual Network Operator (MVNO) started as a monthly mobile plan provider and has evolved to include broadband, mobile phones and even e-bikes. The company believes in fostering its talent and focusing on in-house development instead of outsourcing the work to external contractors.
In Austria spusu won the best mobile provider in 2022 and the best customer support in 2021. The monthly mobile comes with many benefits, including 5G, inclusive EU roaming and international calls to the EU, as well as new tech like the eSIM.
For additional information on spusa visit their Website
