1. The rise of Gen Z
Gen Z is the demographic group that follows Gen Y (Millennials) and precedes Gen Alpha. Gen Z refers to people born between 1995 and 2012 (some say between 1997 and 2015). The most widely recognized age range is those born between 1997 and 2012.
The term Gen Z is increasingly being mentioned and receiving more attention. This is the generation born in the era of Internet development, possessing many distinctive characteristics compared to other generations, such as: early access to technology, embracing new trends, wise consumption, and daring to express their opinions.
As one of the younger generations of consumers, Gen Z is currently the target audience for many marketers. With modern lifestyles, almost all Gen Zers today have a smartphone and use the internet. Therefore, Gen Z is also known by many other names such as Gen Tech, Net Gen, Zoomers, the Internet Generation, Gen Wii, Generation Z, iGen, iGeneration, Digital Natives, etc.
Currently, there are approximately 2.6 billion people worldwide belonging to Generation Z, accounting for nearly one-third of the global population. In Vietnam, Generation Z comprises around 15–16 million people, representing approximately 25% of the national workforce. It can be said that Generation Z is the most promising generation today.
So what is the customer care strategy that helps businesses easily attract, care for, and reach Gen Z customers?
Strategy for caring for, reaching, and attracting Gen Z customers
1. Marketing and customer care for Gen Z via phone
According to Think With Google, Gen Z spends a significant amount of time on mobile internet. Approximately 71% of Gen Z teenagers use mobile devices to watch videos, while 51% use their phones to browse social media and shop online. Therefore, Gen Z customer care has become an important factor in responding to this digital behavior.
If businesses want to attract Gen Z's attention, they need to ensure that their website interface and other pages they own provide a smooth experience, especially on mobile devices. Combining intuitive design with optimized features helps effectively enhance customer care for Gen Z. Many online stores have impressive product catalogs and beautiful images, but when browsing on mobile devices, they often experience slow loading times... which will certainly not attract Gen Z. If the primary target audience is young Gen Z consumers, businesses should prioritize mobile optimization first.
Additionally, the website must include comprehensive and useful information. Gen Z spends a significant amount of time researching products online, drawing conclusions from both suppliers and objective reviewers. Focusing on Gen Z customer care extends beyond technical features to include creative and engaging ways of conveying messages. The website must be easy to navigate, contain all the information consumers are looking for, and achieve a certain level of aesthetics. Companies with more than one web format should optimize their pages for mobile devices, as 9 out of 10 teenagers today own a smartphone.
2. Sell experiences, not products, when serving Gen Z customers
Exposed to the internet from an early age, Gen Z is more discerning when it comes to receiving advertising and marketing messages from brands. As a result, customer care for Gen Z cannot rely on empty advertising tactics, but must deliver authenticity and build trust by creating relevant and relatable content. Clearly, overt sales pitches or overly flashy, unrealistic advertisements are insufficient to influence Gen Z's purchasing behavior. On the contrary, they can backfire, causing young people to feel annoyed and develop a negative perception of the brand.
Gen Z is a generation that seems inseparable from social media and online platforms. However, even though the environment is "virtual," Gen Z still seeks and values very "real" things – so real that they can be raw or even imperfect. Therefore, building a Gen Z customer care strategy requires a focus on transparency and honesty, from advertising content to after-sales service. Advertisements that possess relatable insights, convey everyday yet meaningful messages, and have community value are the ones that truly win their affection.
If you only "talk the talk" without walking the walk, Gen Z will quickly recognize the difference between marketing promises and reality. They always have the ability to evaluate and detect when a brand deviates from its initial commitments. Therefore, building trust through Gen Z customer care is a long-term strategy that requires consistency between words and actions.
Similar to customer care through services, instead of focusing solely on simple telesales, businesses should create care calls that connect and build lasting relationships. Brands need to persistently nurture the real value that their products or services provide, transforming the process of caring for Gen Z customers into a point of contact that makes them feel respected and understood, rather than just a typical commercial transaction.
3. Build social media experiences with video
Gen Z tends to watch video content on social media apps that they can easily access on their phones. The social networks most used by Gen Z are Snapchat, TikTok, and Instagram—platforms that support the production and viewing of short video content in an easy and convenient way. Therefore, building a Gen Z customer care strategy on these platforms requires creativity not only in content but also in how messages are conveyed in a subtle and authentic way.
Gen Z's preference for short video content from Reels, Snapchat, or TikTok shows that their attention span for consuming content has decreased. They prioritize videos that get straight to the point, delivering clear and accessible messages. This presents an opportunity for businesses to optimize their customer care for Gen Z through engaging videos, supported by lively music, creative effects, or fun challenges that users can participate in and recreate.
A prime example of combining service promotion and Gen Z customer care is Viettel's "Viettel ++" campaign. They leveraged the appeal of short video content by inviting singer Bich Phuong and soccer player Quang Hai to participate in filming a video showcasing the "Viettel plus plus" dance. With simple, memorable movements and a catchy tune, the video quickly reached 45.8 million views on TikTok just 10 days after its release – an impressive figure that demonstrates the power of understanding Gen Z's preferences and behavior.
Not only has the number of viewers increased, but the number of videos covering the dance on TikTok has also risen significantly, creating a strong wave of response from the online community. This shows that service promotion campaigns can become an effective bridge for Gen Z customer care if designed correctly, bringing excitement and a sense of connection to them. Brands must not only keep up with trends but also focus on creating highly interactive content to turn customers into an integral part of the brand's story.
4. Multi-channel care when serving Gen Z customers
Gen Z customers often proactively access services through multiple channels such as websites, mobile apps, or call centers. This group of customers tends to prioritize convenience and flexibility, making Gen Z customer care a challenge that businesses need to invest in comprehensively. Experts note that "multi-channel, multi-platform" will be an extremely important factor in the 4.0 era, as users not only want to access information quickly but also demand consistency in service experiences across all channels.
A recent study of young customers of retail banks shows that 90% users prefer to "self-serve" simple tasks on digital platforms. This places demands on businesses to optimize their online channels, ensuring that customer care steps from search and purchase to after-sales service are seamless. Caring for GenZ customers is not just about handling requests quickly, but also meeting their need for autonomy in their experience.
This explains why e-commerce platforms such as Shopee, Lazada, websites, physical stores, Facebook, Zalo, TikTok Shop, etc., all tightly integrate product management, inventory, and order processes to avoid missing any customer requests. Quick and accurate order processing helps businesses maintain a positive shopping experience and minimize operational losses. At the same time, brands need to integrate shipping providers such as Giao Hàng Nhanh, Giao Hàng Tiết Kiệm, and Ahamove to increase delivery speed—an important factor in serving Gen Z customers, for whom speed and convenience are top priorities.
Additionally, supporting diverse payment methods and regularly launching promotional programs are effective ways to attract and retain Gen Z customers. Businesses need to create highly personalized promotional programs that stand out and deliver positive experiences to increase user satisfaction. The harmonious combination of sales channels and smart promotional activities is the key to success for Gen Z customer care strategies in the digital age.
The above are some strategies to help with Gen Z customer care in the digital age. Businesses wishing to learn more about customer care solutions and business strategies for Gen Z should contact us. 1900 1739 to get the fastest support
