The Myth of the Phone-Avoiding Younger Generations
The idea that Millennials and Generation-Z avoid phone calls is a narrative often repeated in media, but it’s far from universally true. While some research may support this claim, it’s not a one-size-fits-all assumption, especially when it comes to how younger generations interact with brands. Applying this as a blanket assumption can lead to poorly designed systems and experiences that don’t meet customer needs effectively.
Dr. Paul Redmond, an expert on generational trends, highlighted this over a decade ago when analyzing research by Capgemini and Pegasystems on millennial engagement with insurance brands. Contrary to expectations, millennials preferred face-to-face or phone conversations for discussing insurance needs, with social media ranking fifth in their list of preferred channels. This underscores the importance of human interaction, even among younger generations, when it comes to complex or important decisions.
Recent findings from Poly AI, a leading voice AI provider, confirm that this preference hasn’t changed much over the years. A staggering 86% of Generation-Z and younger Millennials prefer voice channels for customer service and support, debunking the myth that they are phone-averse. This shows that younger generations value the immediacy and personal touch that voice communication provides, particularly in situations where decisions are critical or require guidance.
A Historical Perspective on Communication Preferences
The research from Capgemini and Pegasystems revealed that millennials, despite being digital natives, still placed a high value on speaking to knowledgeable individuals when making important decisions. This preference for human interaction wasn’t about resisting technology but about balancing convenience with the need for personalized advice. Social media and online platforms were seen as tools for information gathering, but when it came to making decisions, millennials wanted to talk to experts.
This finding was surprising at the time, as many assumed that younger generations would rely solely on digital channels for all interactions. However, it highlights a fundamental human need: when things get complicated or require trust, people naturally seek out conversations with knowledgeable individuals. Whether it’s insurance, customer service, or other complex topics, the desire for human connection remains strong, regardless of generational differences.
Recent Research Reveals Persistent Preferences
Fast forward to today, and the trend remains consistent. Poly AI’s research shows that 86% of younger Millennials and Gen-Z prefer voice channels for customer service and support. This preference isn’t about being technophobic but about the efficiency and emotional satisfaction that comes with real-time, vocal interaction. Voice communication allows for quick resolution of issues, which is critical in today’s fast-paced world.
Moreover, the rise of asynchronous voice communication on platforms like WhatsApp has further redefined what it means to "talk" to someone. These platforms allow for flexible, voice-based interactions that younger generations find appealing. Combined with advancements in voice AI, the concept of voice as a customer service channel has evolved into something more dynamic and accessible than ever before.
The Complexity of Customer Needs in the Digital Age
As humans, we inherently seek out conversations when dealing with complex, urgent, or emotionally significant matters. This is true across all generations, including Millennials and Gen-Z. When faced with decisions that require guidance or involve uncertainty, younger consumers, like their older counterparts, want to speak to someone who can provide clarity and reassurance.
This doesn’t mean that younger generations reject digital channels entirely. On the contrary, they embrace the convenience of online platforms for information gathering and simple transactions. However, when it comes to critical decisions or resolving issues, the need for human interaction—or at least the option for it—remains essential. This highlights the importance of providing a balanced approach to customer engagement, one that combines digital convenience with the option for vocal communication.
The Rise of Voice AI and Intelligent Assistants
Poly AI’s research also reveals an interesting shift in consumer attitudes toward voice AI. A significant 71% of customers are open to interacting with intelligent voice assistants, provided these AI systems can meet their needs effectively, such as processing returns, answering questions, or resolving issues. This represents a huge opportunity for businesses to leverage voice AI as a customer service tool, enhancing both efficiency and customer satisfaction.
However, many executives, particularly older ones, may overlook this opportunity because they base their assumptions on observed behaviors of younger people, such as their children, who may seem to avoid phone calls. As Nikola Mrkšić, co-founder and CEO of PolyAI, points out, this is a mistake that could prevent businesses from fully engaging with their customers. The key is to recognize that younger generations are not inherently averse to voice communication but are instead selective about when and how they use it.
Rethinking Assumptions to Better Serve Customers
The findings from Poly AI and earlier research emphasize the importance of challenging assumptions about generational preferences. American actor Alan Alda once said, “Your assumptions are your windows on the world. Scrub them off every once in a while, or the light won’t come in.” This quote serves as a powerful reminder to businesses to stay open-minded and adaptive when it comes to understanding customer needs.
Byembracing voice communication and voice AI, businesses can create more inclusive and engaging experiences that cater to a wide range of preferences. Whether it’s through traditional phone calls, asynchronous voice messages, or AI-powered assistants, the voice channel remains a vital tool for building trust, resolving issues, and fostering meaningful connections with customers. Ultimately, the key to success lies in listening to what customers truly want, rather than relying on outdated assumptions.
In conclusion, while younger generations are undoubtedly digital natives, they are not inherently averse to voice communication. Instead, they value flexibility and efficiency, and they expect businesses to provide multiple channels for engagement, including voice options. By leveraging the power of voice and challenging assumptions, companies can create more customer-centric experiences that resonate across generations.
