Customer loyalty. Regardless of size or segment, this is the dream of any company to stand out from the competition and ensure business survival.

Not so long ago, offering a quality product at a fair price, distributing gifts and discount coupons, and promoting promotional actions were enough to captivate the consumer.

With the Coronavirus pandemic and the rise of e-commerce, however, “face-to-face” interactions were replaced by the digital, making customer retention and attraction a daily challenge for many organizations.

In face of this new reality, the big question is: How to win customers over in the new digital era, especially the younger ones, who were born in a multi-connected universe capable of providing infinite possibilities for a single product or service?

Customer loyalty: loyalty depends on age group, according to research

If the companies already found it hard to attract and retain customers before the social isolation and the e-commerce’s boom, now this challenge is much more expressive.

With new technologies appearing everyday to make the consumers daily lives easier, they become even more demanding and multiconnected, starting to use different screens to perform tasks at the same time.

At the same time, the migration to digital has expanded the possibilities of acquiring a product or service. Today, for example, it is much easier to buy imported products at more attractive prices without the need to travel – just a few clicks.

Therefore, it has become much more difficult for companies to catch consumers’ attention and retain them.

This customer loyalty is even more difficult if we stop to analyze younger consumers (Generation Z). This is what data from Arlington Research reveals.

The survey has concluded that the Generation Z – consumers who were born between 1997 and 2010 – have a much more fluid loyalty when compared with older generations.

According to the survey, 60% of Generation Z consumers have shifted their loyalty to a brand during the pandemic. Talking about the Millennials (1981-1996) 45% claimed to have had their loyalty to a brand changed. The number is even bigger if compared with the Generation X (1965-1980) and Baby Boomers (1946-1964). 33% and 20%, respectively.

According to experts, the data presented above can be justified with the fact that the younger consumers were already born in a digital universe, with easy access to products from different regions of the world just a few clicks away. On the other hand, older consumers had to adapt themselves to new technologies and the digital, being more reluctant to buy from an unknown brand.

According to them, the data also reflects the behavior trends for the youths: a fluidity and a high demand, since they demand to be well attended and have more difficulty in maintaining connections with brands.

The fluid loyalty of Generation Z: how can brands attract them?

The first step for a company to draw customers attention, independent of the group age, is understanding that loyalty is no longer a good target indicator. After all, as we proved above, such loyalty no longer exists in several generations.

Analyzing the data, we can notice that loyalty is no longer about buying exclusively from a brand, but the number of times the consumer chose that brand to purchase a product or service.

Today, customers loyalty is much more about purchasing frequency than loyalty itself – something that is increasingly evident in the younger generations.

Such a statement becomes even more true in e-commerce rise moments. The number of new online stores in the last two years has taken a huge proportion, especially because, during the pandemic, digital was the most accessed medium.

In this context, experts believe that improving the Customer Experience (CX) through memorable brand attributes and differentials can be the great secret for companies to be aligned to the needs and behaviors of new consumers.

DNK is number one in solutions focused in CX and customer support for call centers and contact centers

Aligned with the market trends and needs, DNK offers the best solutions for call centers and contact centers, being specialized in the development of high-performance services, products and solutions for companies in the field.

The use of state-of-art technologies together with a team of experienced professionals, takes DNK to constantly innovate to transform the experience of customers and partners with their consumers.

 DNK cherishes excellence in customer service, providing their partners with tools and platforms with innovative and customizable functions in order to guarantee a satisfactory and unforgettable Customer Experience.

With an excellent cost-benefit, DNK’s solutions are smart and provide performance reports in real-time, which helps leaders and operators to analyze KPIs and identify possible optimizations in customer service.

Besides that, DNK constantly conducts satisfaction surveys to increasingly improve its service, based on the opinion of its customers.

With DNK’s products and services, customer service is made through an integrated omnichannel platform, which connects all service channels (WhatsApp, voice, web, chat, among others) with fast customer’s data and information recovery, in order to provide a complete and satisfactory management of customer journey with differentiated results, maximum security and in compliance with the standards required by the LGPD.

The company is recognized by the market and awarded by its solutions and successful cases. Winner of the “Best Self-service Solution” category in the XXI Modern Customer Award and champion of the silver trophy at the 2020 Cliente SA Award, in the “Leader in Innovation Strategy” category, in partnership with a customer, DNK understands that a well-served consumer is the secret to successful service.