Serving generations Y and Z – A client service revolution
Picture client service in the eighties or nineties.
You’d call a helpline, wait on hold, speak to one representative, and accept whatever solution they offered.
Frustrations aside, the process felt predictable – but for most of Gen Y and Gen Z, this scenario feels almost unimaginable.
Suggesting they “call someone” might earn you nothing but a blank stare – or even mild horror – at the thought of having to speak to a real person on the phone.
Yes, client service has evolved. Today’s consumers expect more than phone queues and generic email responses.
While some thrive with dynamic, tech-enabled service, businesses relying on outdated methods are falling behind.
Catering to younger clients
Younger clients have less patience and higher expectations. And yet many businesses still misunderstand their needs.
According to Gartner research, adapting to Gen Zs’ and millennials’ service preferences is crucial for business success.
Each generation has unique needs, motivators, and communication preferences.
“Our goal is to use the data at our disposal to improve each member’s healthcare experience, not just their claim history,” explains Shabana Patel, Senior Manager: Data Strategy at Medihelp Medical Scheme.
“When you know even a little bit about someone, you can communicate in a way that is more relevant, timely, and ultimately supportive.”
This approach reflects a broader shift toward personalised, values-driven service delivery, which can transform both member care and stakeholder engagement.
Millennials – Navigating a digital-first service world
Traditional client service changed completely when digital channels started to gain traction, coinciding with millennials’ coming of age.
Client experience research points out that this shift has shaped their service expectations, making them bear little resemblance to those of older generations.
This generation has known little stability in service quality, especially from a digital perspective.
They experienced the transition from analogue to digital client service, and they’ve never quite felt as though businesses truly understood their needs.
What makes millennials frustrated with service?
If millennials feel that their time and concerns aren’t valued, it can lead to heightened stress and service abandonment.
To avoid this, it is important to understand the following:
- This generation faces the challenge of managing multiple digital touchpoints.
Studies show that many juggle work communications, personal obligations, and family responsibilities while also seeking quick, efficient client support.
- If Millennials are contacting a human, it means the digital options have failed them.
They’re already frustrated because they could have Googled their problem, used your app, or asked an AI chatbot instead.
When they do reach out for human help, they need you to prove why this interaction is worth their time by providing immediate, personalised attention.
- Despite popular belief, many millennials still struggle with purely automated service.
Their need for authentic connection drives them to seek human touchpoints, but they want these interactions to be meaningful and efficient.
How can businesses serve them better?
- Remove barriers by encouraging proactive communication. This will promote a culture of customer care.
- Provide appropriate service channels, such as live chat, social media support, and comprehensive self-service portals.
- Invest in intuitive mobile apps and streamlined online experiences.
- Offer multichannel support that builds their confidence, reduces frustration, and puts them in control of their customer journey.
At Medihelp, this is already standard practice.
“We recognise that even digitally confident members may hesitate to reach out if they fear being misunderstood,” notes Patel.
“That’s why our platforms, from live support to app nudges, are designed to feel like a helping hand, not a hurdle.”
Generation Z – The first omnichannel natives
Gen Z is the first generation to have grown up in a world where instant, multi-platform client service was present from their very first purchase – and it shows.
Their digital upbringing has shaped their service expectations, communication habits, and satisfaction levels in ways that set them apart from previous generations.
What is frustrating Gen Z clients?
This generation is more likely to disengage from brands after a single negative experience.
The constant exposure to social media and the never-ending stream of brand interactions and reviews has made them extremely sensitive to service quality.
Even small delays or inconsistencies can lead to public feedback or brand abandonment.
Furthermore, unlike millennials, Gen Z values speed and efficiency over personalisation.
They’re happy to self-serve, as long as the tools are smart, seamless, and intuitive.
Based on this, here is how to serve Gen Z clients better:
- Gen Z is uncomfortable with service uncertainty. Ease their concerns by clearly communicating next steps, wait times, and processes.
- It’s important for Gen Z to find authenticity in their client interactions. Help them by emphasising genuine care and the real impact of their feedback on service improvements.
- Provide fast, intelligent self-service options, while still making it easy to escalate when needed.
Medihelp’s service strategy aligns closely with these expectations. “We make it easy, convenient, and personal,” says Patel.
“A gym reminder here, a screening nudge there – small touches can create enormous value when they arrive in the right format, at the right moment, through the channel you prefer.”
Food for thought – The service expectation evolution
Client service is now a primary driver of brand loyalty or attrition.
Research shows that younger clients abandon purchases at significantly higher rates due to poor experiences. Globally, this amounts to billions in lost revenue annually.
Today’s clients want more than responsive service.
They want empathetic, empowering, and efficient experiences that align with their values.
And businesses that provide it? They don’t just retain clients – they gain advocates.
Medihelp – A values-driven approach to generational service
Medihelp understands that customers and members want more than efficiency.
They want service that’s human, relevant, and seamlessly embedded in their daily lives.
“We’ve moved away from being data custodians toward becoming collaborative influencers,” says Patel.
“Behind every data point is a person with a story. Our job is to use that insight to guide healthier choices, better outcomes, and more personalised service.”
Ready to reimagine medical aid?
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