In recent years, contact centres have faced the challenge of attracting and retaining Gen Z workers – but to ensure the long-term success of your contact centre it is essential to crack this demographic, to truly understand what drives them, and how to meet their expectations in the workplace.
Our latest survey, conducted in partnership with over 200 contact centre industry leaders such as Five9, Jabra, NICE, Sabio, Scorebuddy, and Zoom, provided us with insight into the trends, technologies, and workplace values that Gen Z finds appealing.
They highlighted several key areas that could help make the call centre industry more attractive to the next generation.
1. Gen Z Likes Working With AI and Tech
One of the most significant attractions for Gen Z in the contact centre industry is the opportunity to work with cutting-edge technology and artificial intelligence – which is handy because AI tools, such as ChatGPT, proactive SMS messaging, and voice biometrics, are increasingly becoming integral to contact centre operations.
According to our own research, 43% of our readers contact centres now have chatbots (up from 38% in 2023 and 31% in 2020), showing that there is consistent growth in this field. In fact, 33% of contact centre professionals said chatbots were on their wish list – a trend that is set to continue as the industry evolves.
The technological shift is highly appealing to Gen Z, who are keen to develop skills in these emerging fields. Contact centres offer them the chance to be at the forefront of technological advancements, which they can leverage as their careers progress through the ranks.
While this generation are not particularly known for their fondness for phone calls, they are, however, experts in using their phones.
So by incorporating tools and processes like the ability to use ChatGPT, or Proactive SMS Messaging, there will always be a variety of options to optimize, streamline, and make your call centre experience feel better for everyone.
With so many exciting, time-saving contact centre technology solutions available, leaders can be spoilt for choice on what to choose. For advice, read our article: What Tech Should You Buy Next? Here’s How to Choose
2. Gen Z Wants Autonomy and Flexibility
Gen Z crave autonomy and value workplaces that allow them to make meaningful contributions – and our survey concluded that contact centres are increasingly offering customizable work environments that appeal to these preferences.
The ability to craft their own workflows, test new technologies, and impact the wider team’s operations is a significant draw for employees.
Gen Z crave autonomy and value workplaces that allow them to make meaningful contributions.
Often referred to as digital natives, Gen Z are the perfect navigators for multiple forms of communication – from live chat and emails to video, to payment processors and SMS.
Providing them with opportunities to work with various tools that include the latest AI solutions can help contact centres position themselves as future-forward workplaces, and enable their newest workers to build essential skills.
3. Gen Z Expects Work–Life Balance
One of the most attractive aspects of working in a contact centre for Gen Z is the increasing flexibility of the role.
According to Pyn HQ, Gen Zers were 17% more likely to apply to remote work than other generations, which LinkedIn attributes to the generation’s familiarity with technology and virtual collaboration.
Providing flexible schedules, opportunities to work remotely, and promoting a healthy work–life balance can be pivotal in attracting and retaining Gen Z workers.
This generation is unlikely to tolerate rigid, traditional working patterns, so adapting to their preferences will be essential.
And not to mention, since the 6th April 2024 in the UK, employees can make a statutory request to make permanent changes to their contract from their first day of employment.
4. Gen Z Values Mental Health and Wellbeing Support
For Gen Z, a caring and supportive work environment is non-negotiable. Given that this generation places high importance on their mental health, offering such support will be key in attracting them to the industry.
According to our survey:
- 48.7% of contact centres now have mental health first-aiders
- 34.4% offer wellbeing rooms
- 19.5% even provide yoga classes during the workday
- 45.5% of centres display posters for external services and free counselling, a 2.9% increase from 2023
- Other initiatives, such as employee assistance programmes (EAPs), guest speakers, workshops, and crisis lines, further demonstrate the industry’s commitment to mental health.
Creating a workplace where employees feel valued and supported will help organizations tap into Gen Z’s desire for meaningful work environments and spaces that prioritize mental health and wellbeing.
If you are looking for advice on improving mental health and wellbeing in the contact centre, read our article: A Guide to Improving Mental Health In the Contact Centre
5. Gen Z Cares About Diversity, Equity, and Inclusion (DEI)
Another aspect that cannot be ignored is the growing importance of diversity, equity, and inclusion (DEI) within the contact centre industry. Our findings show that 43.3% of contact centres have DEI initiatives, a 4.5% increase from last year.
Gen Z are known for valuing inclusivity and equity, and want to work for companies that actively demonstrate their commitment to these principles, rather than simply paying lip service to them.
A contact centre that invests in diverse hiring practices, provides equal opportunities for advancement, and celebrates cultural differences will have a significant advantage in recruiting and retaining talent from all demographics.
For positive tips and advice for improving diversity, equity & enclusion (DEI) in your contact centre, read our article: How to Drive DEI Changes Across the Contact Centre
6. Gen Z Wants to Make a Difference
Contrary to the stereotype that Gen Z is apathetic, this generation deeply cares about certain things and puts all their energy towards them – for instance, societal issues, and the ethical practices of the companies they work for.
This presents a unique opportunity for contact centres that genuinely focus on delivering excellent customer service – particularly in supporting vulnerable customers.
Our survey revealed that 24.4% of respondents believe their contact centre is not doing enough to support these customers, with a further 17.3% unsure of the measures in place – this is a critical area where contact centres can improve.
But with the introduction of the UK’s Consumer Duty Act in 2023, which mandates companies to meet the varied needs of vulnerable customers, the contact centre industry is in a prime position to show that it is serious about making a difference – and addressing these shortcomings as soon as possible is key to aligning with the values that Gen Z holds dear.
Embrace These Changes to Benefit Gen Z’s Unique Talents
To attract and retain Gen Z in the contact centre industry, organizations need to focus on:
- Offering opportunities for growth in AI and technology
- Fostering autonomy
- Providing flexible workspaces
- Prioritizing mental health and DEI initiatives
- Aligning with this generation’s ethical values.
Offering flexibility in the workplace is also essential to ensuring long-term retention.
Contact centres that embrace these changes will not only attract the newest workforce but will also benefit from Gen Z’s unique talents and values, which could be the driving force behind their future success.
If you are looking for more advice on managing and engaging employees in the contact centre, read these articles next:
- How to Overhaul Your Employee Engagement (EX) Strategy
- How to Build Advisor Confidence
- How to Identify and Manage Toxic Employees
Author: Stephanie Lennox
Reviewed by: Xander Freeman
Published On: 20th Nov 2024
Read more about - Call Centre Management, Employee Engagement, Recruitment, Stephanie Lennox, Team Management, Top Story
