Understanding How Gen Z In UAE And Saudi Arabia Now Shapes Customer Service Expectations

Genesys has recently revealed the findings of a global survey focusing on customer service preferences among different generations, with a spotlight on Generation Z in Saudi Arabia and the UAE.

This survey, conducted by Savanta, involved nearly 13,000 adults from four generational groups across five regions and 21 countries in February and March 2024. The data shows a significant emphasis on brand reputation, digital customer service, and personalized experiences, particularly among Gen Z consumers in the Middle East.

The study reveals that 67% of Gen Z consumers in the UAE and Saudi Arabia prioritize personalized experiences across customer service channels. They also regard brand reputation more highly than the global average by 11%, indicating a keen interest in businesses' values and the quality of their customer service. Quality and customer reviews are also significant factors for these consumers, with 85% and 75% respectively considering them important in their decision-making process.

The analysis underscores the high expectations Gen Z and millennials have for digital customer service, including the necessity for brands to offer services through preferred channels like social media, chatbots, and mobile apps.

In Saudi Arabia and the UAE, 67% of young consumers stress the importance of receiving support across various channels, showcasing the need for businesses to adapt to these preferences. Moreover, this demographic places a strong emphasis on the speed and clarity of resolving issues, with 73% valuing the handling of inquiries and 71% prioritizing quick resolution times.

The survey also sheds light on the evolving workplace requirements of young employees in the region. It reveals a demand for supportive work cultures, flexible schedules, and opportunities for career advancement.

Despite these high expectations, the survey notes that young workers in the Middle East have more modest ambitions regarding career growth, compensation, and benefits compared to the global average. This highlights a disparity that local companies must address to attract and retain talent.

Sebastian Ballerini, Vice President of Strategic Growth at Genesis EMEA, emphasized the survey's implications: "The results of the Genesis EMEA survey highlighted the diverse needs and requirements of Gen Z in the Middle East when it comes to customer engagement and workplace standards.

"The results indicated that companies need to provide personalized digital experiences and create supportive work environments to attract and retain the younger generation. These insights are key focus areas for Genesis' growing efforts in this dynamic region, underscoring the company's commitment to innovating and co-creating hyper-personalized experiences with its partners and customers."

Furthermore, the findings highlight Gen Z's expectations for their work environment in the Middle East, including a strong desire for capacity building, diversity, inclusion, social responsibility, and work-life balance. A significant 71% expect comprehensive training from their employers, and nearly as many demand a commitment to diversity, inclusion, and sustainability. Additionally, 67% of young professionals anticipate technology, specifically AI, to play a crucial role in enhancing their work performance.

The survey conducted by Genesys offers valuable insights into the preferences of Gen Z in the Middle East, particularly in the realms of customer service and workplace expectations. As businesses and employers seek to navigate the challenges and opportunities of engaging with this demographic, understanding and addressing their unique needs will be crucial for success.