What Gen Z wants: AI, human interaction and phone calls

With Gen Z entering the workforce and becoming a significant consumer segment, businesses must adapt to this digitally native generation’s unique expectations.

A lot has been written about their penchant for flexibility in the workplace and their unique views of career progression. But it goes beyond those metrics. Gen Z also prefer human interaction, but without compromising on technology.  

McKinsey & Co’s recent research gives insight into how businesses can understand these trends and engage with people born between 1996 and 2010. 

Hold the phone! (and the chatbot…)

There’s a misconception about how Gen Z approaches digital communication. Despite what TikTok trends will have you believe about their view on direct messages and social media, they are not averse to phone calls.

Whereas Baby Boomers born between 1945 and 1964 prefer phone calls when communicating with friends and family, Gen Z leans towards texting or messaging. But that’s where the difference ends. 

When dealing with customer service-related issues, 71% of Gen Z customers “agree that live phone calls are the quickest, most convenient way to get to the heart of a customer service matter to find a satisfying solution,” McKinsey partner Brian Blackader says. 

That said, chatbots and AI strategies can still handle “run-of-the-mill enquires,” while human agents tackle complex problems with creative thinking and a personal touch. 

Blackader adds: “Companies that invest in developing a voice-enabled AI customer care service will often find high-grade human agency and engagement is the missing piece that completes the customer service puzzle.”

Gen Z in the workplace 

Workplace flexibility, compensation and career progression make this generation tick. They value salary transparency and a company culture that aligns with their values. A company involved in environmental, social, and governance initiatives also gets their respect. 

This generation isn’t fooled by insincere gestures. Stocking up the office fridge with oat milk and organic fruits won’t be enough. Why expect them to drink oat milk in the office when remote work and flexible hours are on the table?

Beyond the sustained demands of a wherever-you-are worker, companies can consider attracting Gen Z talent in the following ways:

• Embrace technology and digital tools.
• Encourage work-life balance and well-being.
• Encourage open communication and feedback.
• Recognize and reward employees for their contributions.
• Foster strong company culture based on diversity and inclusion.
• Implement (and be truly sincere about) green responsibility strategies.
• Provide career development opportunities and clear paths for advancement.
• Promote salary transparency practices and include salary ranges in job postings.

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