Gen Z is now the largest consumer generation, and they expect customer service that works the way they live. That means self-service options, fast answers, and minimal phone calls. Here's how to build a setup that meets their expectations.
Why Gen Z Customer Service Is Different
Gen Z grew up with smartphones and instant answers. They're used to finding solutions on their own terms, through channels they already use. According to Talkdesk's 2025 research, Gen Z expects quick resolution regardless of the channel, personalized interactions, and recognition as individuals.
But here's what might surprise you: recent data shows that Gen Z actually uses phone support more than we think, but only when self-service fails them. The key is making sure it rarely gets to that point.
Build Strong Self-Service First
Gen Z customers want to solve problems without contacting you. Research from Gartner found that 75% of Gen Z customers will use non-company guidance like Reddit, Google, or YouTube to self-resolve issues, even when they could contact customer service.
What to build:
Knowledge base with search
Create a searchable help center with clear, concise articles. Gen Z scans content quickly, so use short paragraphs, bullet points, and visual aids.
Video tutorials
Gen Z prefers video content for learning. Create short how-to videos for common issues. Keep them under 2 minutes when possible.
AI chatbots for instant answers
Zendesk's 2025 survey found that 80% of Gen Z consumers see AI as a modern, integral part of customer service. Deploy chatbots that can handle basic questions 24/7.
Customer portals for returns and claims
Platforms like Claimlane offer customizable self-service portals where customers can initiate returns, track warranty claims, and see real-time status updates without contacting support.
Community forums
Let customers help each other. Gen Z trusts peer recommendations and often prefers learning from other users.
Make It Fast
Speed matters more to Gen Z than any other generation. They're used to apps that load instantly and expect the same from support.
Reduce clicks to answers
Audit your self-service journey. If it takes more than 3 clicks to find an answer, simplify it.
Centralize all customer requests
Instead of managing returns and claims through scattered emails and spreadsheets, use a centralized platform. Claimlane connects retailers, suppliers, and logistics partners in one system, eliminating the back-and-forth that slows down resolutions.
Implement live chat
When Gen Z needs human help, they want it through messaging, not phone calls. Live chat meets them where they are and allows them to multitask.
Use messaging apps they already have
Research shows Gen Z prefers WhatsApp, Instagram, and SMS for customer service. Meet them on these platforms rather than forcing them to download your app.
Personalization Is Non-Negotiable
Gen Z expects you to remember them and build custom experiences accordingly. This goes beyond using their name in emails.
Track customer history across channels
When a Gen Z customer switches from chat to email, they expect you to know what they already told you. Unified customer data prevents them from repeating themselves.
For example, returns management platforms like Claimlane automatically pull order history, previous claims, and customer interactions into a single view, so your team never asks customers to repeat information.
Use browsing behavior to anticipate needs
If someone's looking at your returns policy, proactively offer return instructions. If they're on a product page, surface relevant FAQs before they ask.
Segment based on preferences
Some Gen Z customers want detailed explanations. Others want bullet points. Let them choose their communication style and remember it.
Recognize loyalty
Gen Z notices when brands acknowledge their history. Priority support for repeat customers or personalized recommendations based on past purchases build lasting relationships.
Skip the Phone (Mostly)
Gen Z avoids phone calls when possible. They find them time-consuming and anxiety-inducing. But you still need phone support as a backup channel.
Make digital the default
Present chat, email, and self-service options before phone numbers on your contact page.
Offer callback options
If phone support is necessary, let customers request a callback instead of waiting on hold.
Use async messaging
Email and messaging let Gen Z respond on their schedule. They don't want to block 30 minutes for a support call.
Text updates for ticket status
When Gen Z submits a ticket, they don't want to call for updates. Send proactive SMS or email notifications at each status change.
What Actually Increases Loyalty
Gen Z customers won't buy from a company again if they can't self-serve effectively. But when you get it right, they're loyal.
Gen Z will publicly share both positive and negative service experiences on social media. Good service becomes free marketing. Bad service spreads fast.
Measuring Success
Track these metrics to know if your Gen Z service strategy is working:
Self-service completion rate
What percentage of customers resolve issues without contacting support? Aim for 70% or higher for common issues.
Channel preference shifts
Monitor which channels Gen Z uses most. If phone volume is increasing, your digital options aren't working.
First contact resolution
When Gen Z does contact you, solve their issue in one interaction. Multiple back-and-forth exchanges frustrate this generation.
Customer effort score
Ask Gen Z customers how easy it was to get help. This metric directly correlates with loyalty.
Social sentiment
Track what Gen Z customers say about your service on social media. Public praise or complaints tell you what's really working.
Support content engagement
Which help articles and videos get the most views? Which have high bounce rates? This shows you what content is valuable and what needs improvement.
Resolution time by channel
How long does it take to resolve issues through self-service versus live chat versus phone? This shows where your processes need improvement. Claimlane tracks resolution time across all channels and case types, giving you visibility into bottlenecks.
Avoid These Common Mistakes
Don't hide contact options
Making it hard to reach a human backfires. Gen Z wants self-service first, but they need to know help is available if they need it.
Don't use outdated chatbots
A chatbot that can't understand natural language or constantly says "I don't understand" is worse than no chatbot. 80% of Gen Z accepts AI in customer service, but only if it works well.
Don't ignore social media messages
Gen Z uses Instagram and WhatsApp for customer service. Leaving these messages unanswered damages your brand more than not offering these channels at all.
Don't make self-service a maze
If your knowledge base takes too long to be understood and navigate, Gen Z will leave and share their frustration publicly.
Getting Started
Pick one area to improve first:
- Audit your current self-service. Ask Gen Z employees or customers to test it and identify friction points.
- Add live chat if you don't have it. This is the fastest way to reduce phone volume while improving satisfaction.
- Create 5-10 video tutorials for your most common support issues.
The goal is to make self-service so good that customers only need to contact you for complex issues. When that happens, your team can deliver better service because they're not overwhelmed with basic questions.
Gen Z represents massive buying power. Companies that adapt their service to match how this generation wants to interact will win their loyalty and their wallets.
