Small businesses face an uphill battle in capturing the hearts of younger customers, as a mere 22% of Gen Z believe their customer service rivals that of larger competitors.
This is particularly concerning for smaller fashion brands, considering that 75% of spending by Gen Z is on fashion.
The Small Business Customer Service in 2023 research, from FM Outsource, looked into what customers want from small businesses and what they’re actually offering. The research revealed that older generations are more confident in the capabilities of small businesses, with 60% of consumers, aged 55-64, believing they can offer the same service level as well-known brands.
According to past research from FM Outsource, 38% of Gen Z require a wide range of channels to provide a good quality customer service experience. Yet, small businesses are not meeting this expectation, with over two-fifths of young people believing they are contactable across fewer touchpoints including social channels.