Genesys, a global provider in AI-powered experience orchestration, has unveiled insights from a comprehensive global survey on generational customer service preferences, highlighting how Gen Z in Saudi Arabia and the United Arab Emirates are reshaping customer engagement and workplace dynamics with strong demand for personalised across channels and supportive workplace environments.
The survey provides businesses with valuable insights into the preferences and priorities of young consumers. The findings indicate Gen Z in the Middle East region place greater emphasis on brand reputation, digital customer service, and flexible work arrangements, compared with the global average.
The survey found that 67% of Gen Z consumers in the UAE and Saudi Arabia see personalised experiences across various customer service channels as a priority. This cohort prioritise brand reputation for customer support at 11 percentage points greater than the global average, signalling unique regional standards for service excellence.
Consumer scrutiny of a brand’s reputation is comprehensive, factoring in not just service quality but also the alignment of a brand’s values with those of the respondents. Additional key factors considered by this cohort are quality, 85% and customer reviews, 75%.
The study also outlines how Gen Z customers prefer digital, self-service, and personalised customer service. Topping the customer services priorities in the UAE and Saud Arabia are total problem solving of inquiries and issues, 73%, prompt resolution, 71% and clear, effective communication during the customer service interaction.
The survey showed that Gen Z across select Middle Eastern countries highly value receiving service on their preferred channel, suggesting suppliers must provide more options to meet customer demand. Specifically, 67% of Gen Z and millennials prioritise getting support through these channels, emphasizing the importance of offering diverse options like social media, chatbots, and mobile apps.
When it comes to workplace desires, the survey shows young employees in the region place value on a supportive culture, flexible work arrangements, professional growth, and fair compensation. This illustrates how Middle Eastern organisations are potentially fostering an environment that resonates with the values of Gen Z.
However, when it comes to opportunities for professional growth, and compensation, recognition, and benefits, Gen Z expectations in the Middle East fall short by more than five percentage points compared with the global average.
The study shows that 71% of Gen Z respondents in the Middle East expect strong training and development from their employers, while 69% prioritise diversity and inclusion, and 68% want employers to demonstrate social responsibility and sustainability. Moreover, 68% value support for work-life balance, and 67% expect artificial intelligence and technology to enhance their job performance.
Genesys commissioned Savanta, to conduct a global survey of nearly 13,000 adults from four generations, Boomers, Gen X, Millennials, and Gen Z across five regions and 21 countries during February and March 2024. This survey, part of the wider report titled Generational Dynamics and the Experience Economy, explored expectations, perceptions, and experiences as both consumers and employees.
In the Middle East, 1,336 participants contributed to the study, and the findings shared in this release focus specifically on insights from the Gen Z participants in Saudi Arabia and the United Arab Emirates, a group that consisted of 727 participants.
