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Customer service expectations do differ by generation in some survey measures, particularly in what people say they may do when self-service fails and how likely they are to try certain channels. But the evidence does not support a simple split between young customers who want bots and older customers who want only phone support. Across age groups, people report using both digital channels and human assistance. The practical takeaway: offer useful self-service, preserve access to a person, and make it easy to change channels without starting over.
What the surveys show about generational differences
The available findings measure particular responses to particular questions—not the preferences of every person in an age group. Two surveys point to differences worth planning for, while also showing why customer service should not be designed around stereotypes.
Self-service failure can lead to different responses
In a Gartner survey of 6,138 customers conducted in December 2022, 38% of Gen Z and millennial respondents said they were likely to give up if they could not resolve an issue through self-service, compared with 11% of baby boomers. Gartner also reported that Gen X and boomers were more likely to contact an agent after self-service failed. These figures describe respondents’ answers to Gartner’s question; they do not mean that every younger customer abandons a problem or every older customer calls an agent. Gartner’s October 30, 2023 Q&A summarizes the survey and its findings.
Phone remains relevant across age groups
McKinsey’s May 2023 Customer Service Survey asked people with an issue they had already tried to solve through self-service how likely they were to use various channels. The reported likelihood of using live phone rose by cohort, from 71% for Gen Z to 94% for baby boomers. That is a channel people said they might use after self-service—not an exclusive preference or a measure of how often they actually used it.
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Chat and messaging appeal across cohorts
In that same McKinsey question, reported likelihood of using live chat or messaging was 74% for Gen Z, 82% for millennials, 81% for Gen X, and 76% for baby boomers. The figures are close enough to challenge the idea that chat is solely for younger customers. Email also appeared across cohorts, with reported likelihood ranging from 75% to 87%.
Social media shows a wider gap in one survey
McKinsey reported a more pronounced cohort difference for social media after self-service: 57% for Gen Z, 59% for millennials, 34% for Gen X, and 19% for baby boomers. This finding concerns stated likelihood in that survey scenario; it should not be read as proof that older customers never use social support or that younger customers prefer it for every issue. McKinsey published the chart on April 12, 2024, reporting results from its May 2023 survey: The human touch at the center of customer service.
Channel likelihood after self-service, by generation
The McKinsey percentages below represent respondents’ stated likelihood of using a channel after they had already tried self-service to address an issue. They are not mutually exclusive choices, actual usage rates, or a ranking of each cohort’s single favorite channel.
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| Channel | Gen Z | Millennials | Gen X | Baby boomers |
|---|---|---|---|---|
| Live phone | 71% | 81% | 86% | 94% |
| Live chat or messaging | 74% | 82% | 81% | 76% |
| Not stated by cohort in the summarized findings; overall cohort range was 75%–87% | Not stated by cohort in the summarized findings; overall cohort range was 75%–87% | Not stated by cohort in the summarized findings; overall cohort range was 75%–87% | Not stated by cohort in the summarized findings; overall cohort range was 75%–87% | |
| Social media | 57% | 59% | 34% | 19% |
Source: McKinsey’s May 2023 Customer Service Survey, published in an April 12, 2024 article. The email result is given here only as the reported range across cohorts; the cohort-specific values are not stated in the summarized findings.
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- “Likely to use” is not the same as “prefers.” McKinsey asked about likelihood of using channels after self-service had already been attempted. Respondents could be likely to use more than one channel.
- Survey responses are not individual rules. A generation-wide percentage cannot tell a support team what a particular customer wants. Age alone is a poor reason to hide a channel or force someone into one.
- Generational labels and boundaries vary. Salesforce’s February 2021 summary of its fourth State of the Connected Customer edition illustrates that cohort definitions are not universal: its displayed birth-year boundaries overlap at 1965. Treat the labels as survey categories, not precise or permanent divisions.
- The studies are not one trend line. Gartner’s survey was fielded in December 2022; McKinsey reports its May 2023 survey; Zendesk’s historical findings came from an October 2018 survey. Their populations, dates, geography, and question wording differ, so their figures should not be combined as if they came from one experiment.
How to design service for different expectations
Make self-service useful, not compulsory
Clear help content and self-service tools can help customers solve straightforward questions on their own. But self-service is a route into support, not a gate that customers should have to pass before they can get help. Gartner’s Michael Rendelman, Senior Specialist, Research, in Gartner’s Customer Service & Support practice, described the shift in a Gartner Q&A published October 30, 2023: “The biggest shift we’re seeing when it comes to Gen Z and millennials is a strong preference for self-service.” That observation supports offering self-service; it does not establish that younger customers want automated support in place of people.
Keep assisted support within reach
Offer a clear way to reach a person when a self-service answer does not solve the issue. McKinsey’s survey results show stated likelihood of using phone, chat or messaging, and email across all four cohorts after self-service. Keeping these options available is more consistent with the findings than assuming a customer’s age tells you which one they will want.
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Carry context across channels
When a customer moves from a help article or automated interaction to an agent, pass along the issue and the steps already taken. Gartner reported that 88% of self-service journeys in its December 2022 survey touched multiple channels. It also reported that customers who experienced a seamless transition were 74% more likely to start in self-service the next time. That is an association reported by Gartner, not proof that a smooth handoff alone causes a customer to begin with self-service.
Use channel choice to address the real need
Some questions are simple enough for a searchable answer; others need a conversation, account-specific help, or a careful explanation. Provide channels that fit the issues customers bring, and let customers select how to continue. A customer who starts in self-service should not have to repeat the problem when switching to chat, email, or phone.
What older findings can—and cannot—add
Zendesk’s December 11, 2018 release summarized an October 2018 online survey by Dimensional Research of 2,571 consumers in the United States, United Kingdom, France, and Germany. It reported that 46% of Gen Z respondents and 47% of millennials had used social media for customer service in the previous year, versus 26% of Gen X and 7% of baby boomers; it also reported that 98% had used a self-service solution. These figures provide historical context, not current prevalence. The survey’s field date and four-country scope matter when interpreting them. Zendesk’s release describes the survey.
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Other evidence has limits too. Genesys describes a global report based on interviews with 13,000 people across Gen Z, millennials, Gen X, and boomers, but its reviewed landing page does not establish field dates or provide detailed findings. CMO Council and Pitney Bowes report that 13% of consumers believed brands fully met expectations for combined digital and physical channel experiences, but the landing page does not clearly establish the poll’s field date. Neither finding should be treated as a current, directly comparable measure of generational channel preference.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to apply the findings in a support team
- Map the customer’s route. Identify where customers begin, what self-service options they try, which channels they use next, and where they leave without resolution.
- Check channel availability by issue. Confirm that customers can find the appropriate path—self-service, phone, email, chat or messaging, or social support—rather than inferring their needs from age.
- Make escalation explicit. If a self-service path cannot resolve a problem, show a practical next step to assisted support rather than forcing the customer to start over.
- Transfer useful context. Preserve the issue description and steps already taken when the interaction moves to an agent or another channel.
- Measure the outcome. Review resolution and abandonment by issue and channel, and use customer feedback to find friction. Compare results carefully: a channel’s use or success can reflect availability and the kinds of issues routed there, not only customer preference.
Frequently Asked Questions
Do younger customers prefer chatbots over talking to a person?
The cited surveys do not establish that. McKinsey found substantial stated likelihood of using live phone as well as live chat or messaging among younger respondents after they had tried self-service. Gartner found a stronger stated preference for self-service among Gen Z and millennials, but that does not mean they want automation instead of human help.
Do baby boomers use live chat or messaging for customer service?
Yes, the McKinsey May 2023 survey found that 76% of baby boomer respondents said they were likely to use live chat or messaging after trying self-service. This is stated likelihood in that survey scenario, not a universal usage rate.
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Which customer service channel is best for every generation?
The findings do not identify one best channel for an entire generation. They support offering channel choice and an effective transition to a person when self-service does not resolve the issue.
Are these generational preferences current for 2026?
The main comparisons cited here come from surveys fielded in December 2022 and May 2023, while the Zendesk figures are from October 2018. They provide dated evidence, not a direct measurement of customer preferences in 2026.
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