Marketing

Gen Z playing critical role in retail customer experience strategy

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February 20, 2023

Future-proofing the retail customer experience starts with Gen Z as the demographic is increasingly influencing the behavior of older consumers whether they realize it or not.

That's a prime finding of a national study, "The State of Customer Experience 2023: Understanding the Hidden Drivers and Expectations of Today's Consumers from Generation Z to Baby Boomers," from Experience Dynamic.

"As Gen Z enters their new life stage, this group is increasingly influencing the behaviors of older generations whether they realize it or not," Jason Dorsey, behavioral researcher, speaker and author, said in a press release on the study.

Additional findings include:

• 72% of Americans say CEOs should have their pay affected based on customer experience.
• Gen Z is the least happy generation across all aspects of customer experience. Yet, they are the most likely of any generation to give a company a second chance.
• 47% of Americans would be willing to pay up to 30% more if immediate service was guaranteed.

" We all know that one of the best options for a sustainable competitive advantage is developing loyalty, advocacy and frequency through superior customer experience. But what does that mean and look like today? We regularly hear from leaders that they know that delivering great customer experience is critical, but they're not sure what really matters, who to trust and where to start. This takes on new complexity with the rapid emergence of Generation Z as consumers and key trendsetters, while at the same time brands must still engage and delight every other generation, too," Chris Johnson, CEO, Experience Dynamic, said in the release.