The Power of Personalization: Telus International Survey Finds Digital Native Gen Zers Lead Demand for Personalized Customer Experience

By STS News Desk On Aug 21, 2019

The Power of Personalization: Telus International Survey Finds Digital Native Gen Zers Lead Demand for Personalized Customer Experience

72% of Americans will give a brand a ‘second chance’ if their service/product disappoints, but they provide a personalized experience

TELUS International, a customer experience (CX) innovator that designs, builds and delivers next-gen digital solutions for global and disruptive brands, announced today the results of a U.S. study analyzing consumer interest in personalized customer service experiences.

The survey, which was conducted online within the United States by The Harris Poll on behalf of TELUS International among over 2,000 US adults, found that personalization is a key driver of purchasing decisions and brand loyalty for the majority of Americans, with Generation Z (Gen Z) (age 18-21), attitudes and behaviors indicating an especially strong interest in more customized experiences.

In the U.S. alone today, there are 65 million Gen Zers, and the size of this cohort will eclipse that of Millennials’ in the near future. With many now entering the workforce, it’s estimated this generation will account for 40 percent of all consumers in the country by 2020.

“These digital natives, surrounded by technology and interactive devices since they were born, have distinct attitudes, values and lifestyles, and companies must build relationships with them today, recognizing that more so than any other generation, Gen Zers are feeling the pain of an empathy gap between the brands they frequent and the customer experiences they provide,” said Jeffrey Puritt, President and CEO, TELUS International. “By providing personalized customer experiences supported by next-gen technologies, such as data analytics and machine learning, brands can deliver a high-tech, high-touch customer journey tailored to understanding and meeting their unique needs.”

TELUS International survey findings show that when a brand provides personalized CX, consumers are more likely to:

Complete a purchase

More than three quarters of Americans (76%) are more likely to complete a purchase with a company/brand if that brand provides a personalized experience.
Nearly 3 in 10 Gen Z (28%) say they would be much more likely to complete a purchase with a company/brand if that brand provides a personalized experience, significantly more than Gen X (age 39-54) (19%) or Boomers (age 55-73) (14%).

Pay a little more for that brand’s products/services

More than half of Americans (53%) say they are more likely to pay a little more for a company’s/brand’s products/services if that brand provides a personalized experience.
Gen Z, Millennials (age 22-38) and Gen X are more likely than Boomers to pay a little more for a company’s/brand’s products/services if that brand provides a personalized experience (62%, 61% and 54% vs. 45% respectively).