E-commerce and generations compared: how to provide tailored customer support

The revolution in communication of the new generations

The technological evolution of recent decades has radically transformed the way people communicate, influencing daily life and the dynamics between companies and customers.

For example, until a few decades ago, previous generations considered the telephone the main tool for professional and personal communications. The phone call represented a direct and immediate interaction, while fax and email later expanded contact possibilities, though generally maintaining a slower pace compared to modern digital standards. The idea of receiving customer support was often based on long waits on the phone or face-to-face interactions.

With the advent of digital technology, the landscape has changed dramatically: Millennials and Generation Z have introduced new communication standards, favouring WhatsApp, Telegram, social media, messaging apps, and real-time chat platforms, while the telephone is increasingly relegated to the background.

Generational differences in the approach to customer service

Generational differences are clearly reflected in the approach to customer service. According to a study, 75% of Gen Z and 62% of Millennials prefer to seek assistance through digital channels such as chat, social media or online searches, rather than relying on call centres. (Source)

This phenomenon is better understood by analysing the context in which the two generations grew up. Millennials, witnesses to the rise of the internet, experienced technological evolution alongside their own growth, while Generation Z was born directly into the digital age. Consequently, both generations have become accustomed to using messaging apps and social platforms, expecting quick, personalised responses and, above all, without the need for a phone call, which is often perceived as intrusive and a source of stress.

The importance of a tailored service

It is therefore not surprising that a fundamental aspect of modern customer service is the importance of self-service and the possibility for customers to solve problems independently: guides, FAQs, AI chat and other useful resources to resolve issues without needing to contact an operator are among the most sought-after requests.

However, it is essential to find a balance between autonomy and human support. Although chatbots have revolutionised customer service with quick responses and 24/7 availability, the value of human contact remains indispensable, especially in the case of more complex issues. (Read more on this topic here >)

Channels such as live chat, email and social media, managed by real operators, allow for a tailored, fast, digital service while also conveying humanity and professionalism, key elements for building a trusting relationship with customers.

A customer service for all generations

While Millennials and Gen Z are redefining customer service standards for e-commerce and marketplaces, it is also important to consider the needs of previous generations to offer inclusive and effective support across the board. Baby Boomers (1946 - 1964) and Generation X (1965 - 1980), for example, continue to prefer telephone communication, valuing direct human contact which they often perceive as a sign of reliability and care.

To satisfy customers of all ages, companies must adopt a multichannel approach that integrates innovative digital solutions with more traditional support methods. A comprehensive e-commerce customer service system should therefore include chatbots and self-service portals for those seeking autonomy and speed, as well as experienced operators available via phone or live chat to handle more complex requests or for those who prefer a more personal interaction.

Thanks to solutions like those offered by T-Data, companies can combine advanced technologies with personalised human support, ensuring universal assistance suitable for every generational need.