While Gen Z is most likely to stay loyal to a brand, it takes just one or two bad experiences to lose most Gen X consumers, a Morning Consult survey found. One-quarter of consumers will switch brands after just one bad experience, according to a Morning Consult survey commissioned by Zoom of over 2,100 U.S. consumers, released Tuesday. Some generations were more tolerant of bad experiences than others. Gen Z was the most tolerant, while Gen X was most likely to abandon a brand. When asked about their loyalty after one or two bad experiences, 58% of Gen Z said they’d leave in comparison to 65% of Gen X. Consumers aren’t tolerant because they don’t have to be. Companies like Apple or Amazon have a reputation in being able to provide great customer experience (CX), and so when customers have a terrible experience, they will look for a better alternative. Different generations have different expectations for customer service, and businesses need to meet generational preferences to inspire loyalty. Baby boomers prefer live phone support, while Gen Z prefers live chat or social media. Businesses must avoid forcing customers into one mode of service. Understanding customer journeys and preferences is crucial for engagement. A financial services company, for example, might invest in providing hands-on support for baby boomers while offering mobile app options for Gen Z. It’s important to think through the customer journey and ensure smooth engagement.
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