Every generation brings to the workplace a set of characteristics that are shaped by the events and cultural norms of the day. Take Generation Z, Gen Z or Zoomers as they are fondly called. Born between 1997 and 2015, this generation accounts for nearly 25 per cent of today’s workforce. While it shares the advantages of being the first generation of mobile natives, Generation Z faces other challenges such as growing up in a recession and being thrust into a world of work turned upside down by a pandemic and widespread social unrest.
What to remember and apply?
Be kind
- In recent times, ‘be kind’ has become a mantra on how to live life in a troubled and uncertain age. The same mantra could equally be applied to how different generations treat each other and how employers can learn from the mistakes of the past.
- Think about how Millennials were treated. Who can forget that iconic front cover of TIME Magazine in May 2013 that screamed ‘Me, me, me generation – lazy, entitled narcissists?’ It was a perception that pervaded the media at the time and caused unnecessary trauma to Millennials everywhere.
- Fast forward to Generation Z and nothing has really changed. Almost four in 10 Zoomers describe themselves as ‘hard working’ (38 per cent), whereas a quarter of previous generations i.e. Y, X and Baby Boomers describe them as ‘lazy’ (22 per cent, 29 per cent and 23 per cent respectively). Is it a case of history repeating itself?
Listen and learn
- It’s time for organizations to tune into the culture of Generation Z and not assume the worst as they did with Millennials. In fact, Zoomers are an optimistic group, with 25 per cent saying they expect to have a better life than their predecessors.
- They also believe that having a job they love is the most important thing. It is time to cultivate this positive Gen Z spirit. After the challenges of recent times the world needs to tap into the fresh ideas, energy and natural enthusiasm of youth. The same could be said of contact centers.
How to adapt to Generation Z in four easy steps
The latest Workforce Engagement Management (WEM) solutions help to create a positive contact center environment in which Generation Z will thrive. Aim for:
1. Flexibility – When Calabrio surveyed more than 250 contact center professionals recently, after higher pay (55 per cent) the thing agents wanted most was flexibility (34 per cent). Generation Z values flexibility and the new world of remote and hybrid work is ideal for them. Modern self-scheduling solutions provide autonomy to facilitate this flexibility. For example, the latest AI-driven Chatbots take shift preferences from agents and update their schedules automatically. They approve requests for leave and overtime in seconds giving agents the breathing space and extra income they want, while contact centers get the cover they need.
2. Personalization – Jobs may no longer be for life but Generation Z staff still desire a meaningful career – our report showed 34 per cent of surveyed agents wanted the sense of a career path. Having grown up in the “App Era” they also expect to see everything on their phones. Achieve both by allowing your newest recruits to visualize their performance and self-assess. Whether it’s average adherence, handle time or work time scores against goals – if all of this is on one screen, they can understand what’s important to the contact center. Which means agents can see where they need to improve and how they can take control of their own performance.
3. Simplification – Generation Z is not used to multiple applications in different places so keep processes and systems simple for maximum impact. From the moment they are recruited, support young staff with technology that blends mobile and desktop applications with CRM and critical business systems. This will provide a single pane of glass where complete customer journeys are reflected, from the channels customers use, to previous purchases and past conversations. Whatever their age customer service advisors want to please customers and giving them the right technology will make the process easier and more satisfying for everyone concerned.
4. Diversification – Some of the most notable issues that Generation Z lists as more important to them, compared to other generations, are gender equality (13 per cent Generation Z vs 1 per cent Baby Boomers) and racial equality (20 per cent Generation Z vs 6 per cent Baby Boomers). Generation Z consumers want brands that are as diverse as they are. Similarly, Generation Z employees want to acquire many different types of skills that are often hindered by a traditional ‘cookie-cutter’ employee experience. The modern contact center, driven by quality management, multichannel analytics and process excellence, offers everything Generation Z needs to satisfy their individuality, quench their thirst for knowledge and actively manage their careers.
Follow this simple checklist to attract and develop the best Generation Z talent. For more ideas, download the Health of the Contact Center 2021: Agent Wellbeing and the “Great Resignation” report