How do we show Gen Z that we are acting on their feedback?

Organizations can demonstrate action through consistent “you said, we did” communications, such as roadmap updates, product changelogs, feature announcements, and content that explicitly reference customer feedback. Using visible channels like social posts, community updates, and in-app messages helps reinforce this connection.

How does Gen Z's focus on values affect VoC programs?

Because Gen Z often evaluates brands based on ethics, sustainability, and social impact, VoC programs must accommodate feedback about these topics and provide thoughtful responses. This requires clear policies, cross-functional ownership, and alignment with broader revenue marketing principles focused on trust and long-term value.

Where should we start to modernize VoC for Gen Z?

Start by assessing your current revenue marketing and data maturity, then select one or two journeys where Gen Z feedback strongly influences outcomes, such as onboarding or renewal. Pilot a focused VoC loop in those journeys, using modern channels and fast responses, measure the results, and scale the approach based on what works.

How will Gen Z buyers reshape VoC expectations?

Gen Z buyers will reshape VoC expectations by demanding fast, mobile-first, and transparent feedback loops. They expect brands to listen in the channels they already use (social, chat, communities, in-product), respond authentically and publicly, and show clear evidence that feedback changes the experience. VoC will need to be always-on, conversational, and tightly tied to values, trust, and personalization—not just annual NPS surveys.

What Will Gen Z Expect from Your VoC Program?

Feedback where they already are — Social DMs, chat, text, communities, and in-product prompts—not long email surveys that feel like chores.

Two-way, not one-way — Gen Z expects a conversation: if they share feedback, they want updates on what you heard, what you’re changing, and when it will land.

Authenticity and values alignment — They care how you operate, not just what you sell. VoC needs to capture—and respond to—concerns about ethics, sustainability, equity, and transparency.

Low friction, high relevance — Short, contextual prompts embedded in journeys, tailored to their role and recent activity, instead of generic questionnaires with 25 questions “just in case.”

Visible outcomes — Gen Z wants to see “you said, we did”: roadmap updates, feature releases, policy changes, and content improvements attributed to customer feedback.

Privacy and control — They are digitally native and privacy-aware. They expect clear consent, options to opt out, and control over how voice, video, and behavioral data are used in VoC.

The Gen Z-Ready VoC Playbook

Use this sequence to evolve from traditional surveys to a Gen Z-aligned, revenue-grade VoC program that feeds your revenue marketing operating system.

Listen → Engage → Prove → Personalize → Measure

Listen where Gen Z speaks: Extend VoC beyond email surveys to social listening, chat, DMs, communities, creator platforms, and in-product prompts. Make it easy to share feedback in moments, not minutes.
Engage in real time: Acknowledge feedback quickly with human or AI-assisted responses. Use modern channels (chat, SMS, social) and a tone that feels human—no stiff corporate boilerplate.
Prove you’re acting: Build “you said, we did” rituals: release notes, product updates, FAQs, and content that explicitly tie changes back to customer input, especially for common Gen Z pain points.
Personalize with VoC signals: Feed Gen Z feedback into your journeys and plays. Use VoC themes to adjust onboarding, nurture flows, demo formats, and success motions for younger buying committees.
Measure impact in your revenue dashboards: Track how Gen Z VoC influences pipeline, win rate, time-to-value, and retention; surface these metrics in your revenue marketing dashboard.

Gen Z VoC Expectations Maturity Matrix

Capability	From (Traditional VoC)	To (Gen Z-Ready VoC)	Owner	Primary KPI
Listening Channels	Email surveys and occasional interviews	Omnichannel input: social, chat, communities, in-product, plus surveys	CX / Marketing	Channel Coverage (% of key Gen Z touchpoints)
Experience Design	Long, generic surveys	Short, contextual prompts embedded in journeys	Digital / UX	Completion Rate & Feedback Quality
Response & Close-the-Loop	Quarterly reports, limited follow-up	Near real-time responses and visible “you said, we did” updates	Customer Success / Product	Closed-Loop Actions per Quarter
Values & Trust	Little transparency on how feedback is used	Clear policies, transparent decisions, and values-aligned messaging	Brand / Legal / CX	Trust & Recommendation Scores
Integration with Revenue Marketing	VoC in separate CX decks	Gen Z VoC integrated into revenue dashboards and RMOS™	RevOps / Revenue Marketing	Revenue Influenced by VoC Insights
Co-Creation	Occasional advisory panels	Ongoing beta programs, councils, and content co-creation with Gen Z buyers	Product / Marketing	Gen Z Engagement in Co-Creation Programs

Client Snapshot: Building a Signal-Driven Revenue Engine

In the Comcast Business story, aligning data, journeys, and governance helped transform lead management and contributed to $1B in revenue. As Gen Z enters the buying committee, the same foundation matters: connecting signals, including VoC, into a unified revenue engine that can adapt quickly to new expectations. See how that transformation worked: Transforming Lead Management: Comcast Business Case Study .

Gen Z isn’t asking for more surveys—they’re asking for more respect for their time, voice, and values. If you build a VoC program that listens where they are, responds quickly, and connects improvements to revenue outcomes, you’ll be ready for the next decade of buyers.

Frequently Asked Questions about Gen Z Buyers and VoC

How are Gen Z VoC expectations different from Millennials?

Millennials helped normalize digital feedback and social reviews. Gen Z expects that plus faster responses, more transparency, and a clear link between their feedback and visible change. They’re more likely to share feedback in DMs, chats, and communities than in long-form surveys.

Which VoC channels matter most for Gen Z buyers?

Channels will vary by audience, but common touchpoints include social platforms, creator and influencer content, online communities, chat, SMS, and in-product prompts. Email still matters, but often as a follow-up or summary rather than the primary feedback channel.

How do we show Gen Z that we’re actually acting on their feedback?

Build consistent “you said, we did” practices: share roadmap updates, changelogs, and content that explicitly calls out customer feedback. Use social posts, community updates, and in-app messages to highlight changes, not just internal reports.

How does Gen Z’s focus on values affect VoC?

Gen Z often evaluates brands on ethics, sustainability, and social impact. Your VoC program should make room for these topics—and your organization should be prepared to respond, not just collect. This is a natural fit with key principles of revenue marketing that emphasize trust and long-term value.

How do we measure VoC success with Gen Z buyers?

Go beyond response rates. Track the impact of Gen Z feedback on journey KPIs (time-to-value, product adoption), revenue outcomes (pipeline, win rate, NRR), and advocacy. Integrate these metrics into your revenue marketing dashboard so leaders see the connection clearly.

Where should we start if we want to modernize VoC for Gen Z?

Begin with a maturity view of your revenue marketing engine. The Revenue Marketing Assessment (RM6) and Revenue Marketing Index can reveal gaps in data, channels, and governance. Then pilot a Gen Z-focused VoC loop in one key journey (for example, onboarding), measure results, and scale what works.

Make Your VoC Program Ready for the Next Generation of Buyers

We help organizations connect Gen Z expectations, VoC, and Revenue Marketing so customer signals shape journeys, content, and dashboards—not just surveys.

Get the Revenue Marketing eGuide Take the Revenue Marketing Assessment (RM6)

Explore Related Revenue Marketing Resources

What Is Revenue Marketing? Pedowitz RM6 Insights Key Principles of Revenue Marketing Revenue Marketing Index What Metrics Belong in a Revenue Marketing Dashboard? Transforming Lead Management: Comcast Business Case Study

How Will Gen Z Buyers Reshape VoC Expectations?

What Will Gen Z Expect from Your VoC Program?

The Gen Z-Ready VoC Playbook

Listen → Engage → Prove → Personalize → Measure

Gen Z VoC Expectations Maturity Matrix

Client Snapshot: Building a Signal-Driven Revenue Engine

Frequently Asked Questions about Gen Z Buyers and VoC

Make Your VoC Program Ready for the Next Generation of Buyers

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