CX Week 2025 Tribal Monthly: Bridging Generations in Customer Loyalty

Customer expectations shift constantly, making it tricky for businesses to keep customers coming back. At VLAN Asia’s CX Week 2025 Tribal Monthly, business leaders and CX professionals sat down on February 18, 2025, to talk openly about what keeps customers engaged across different age groups. The session, titled “Keeping Customers Loyal Throughout the Generation Gaps,” turned into a lively exchange of experiences, hard-earned lessons, and practical ideas.

Are Customers Really Loyal?

Some say loyalty is dead. Others argue that people are still loyal but in different ways. The truth probably lies somewhere in between. Many attendees agreed that younger customers tend to make decisions based on convenience and value rather than long-term commitment, while older customers often stick with brands they trust. Businesses have to juggle both mindsets.

A useful distinction came up during the discussion:

• Digitally native customers grew up with technology and expect quick, seamless interactions. They have no problem switching brands if something better comes along.
• Digitally adaptive customers didn’t start out with technology but have adjusted over time. They tend to value relationships and personal touchpoints more than automation.

Managing both groups takes a mix of tech-driven efficiency and genuine human interaction.

Straight from the Room: What Works and What Doesn’t

 Different industries face different loyalty challenges, but a few common themes stood out. Here’s what some attendees had to say:

Vijay Indran, Primary Guard:
“Gen Y and Gen Z think and behave so differently when it comes to brand loyalty. You can’t apply the same approach across the board. We have to keep adjusting to their expectations.”

Ahmed Nazirul, iGlow Sdn Bhd:
“Healthcare is personal. Patients don’t just choose a hospital—they choose a doctor they trust. We focus on building relationships, not just processing patients.”

Christy Hoo, VLAN Asia:
“Automation helps us a lot, but some customers still prefer a simple phone call. It’s about meeting people where they’re comfortable.”

Kumaresan Tharamalingam, Kexxel BPO:
“Customers today stick around because of habit, not because of loyalty. We need to give them reasons to stay engaged.”

Some companies are leaning into automation, while others focus on personal relationships. Most find that a combination works best.

How Businesses Are Keeping Customers Around

Loyalty isn’t disappearing—it just looks different now. Companies are staying ahead by doing things like:

✅ Using AI and Automation Wisely – Tech helps anticipate customer needs and make interactions faster, but it should never replace human connection completely.

✅ Building Communities – Whether through exclusive events, online forums, or social media, creating a sense of belonging makes customers less likely to leave.

✅ Sharing Useful Information – Companies that educate their customers, whether through cybersecurity tips or healthcare advice, become trusted resources instead of just vendors.

✅ Being Easy to Reach – Some people prefer email, others want WhatsApp updates, and some still like an old-school phone call. The best approach is to be available on multiple channels.

✅ Being Honest and Transparent – Customers see through sales tactics. Brands that communicate openly and genuinely tend to keep customers around longer.

What Stuck With People the Most

 At the end of the session, everyone was asked to share one word that summed up what they took away from the discussion. Here’s what stood out:

🔹 Change – Loyalty isn’t what it used to be, and that’s okay.
🔹 Connection – Customers stick with brands that make them feel valued.
🔹 Trust – The most valuable currency in customer relationships.
🔹 Retention – It takes work, but it’s worth the effort.

It’s not about forcing people to stay—it’s about giving them a reason to want to.

VLAN Asia will continue to host Tribal Monthly sessions to keep these conversations going. If you missed this one, stay tuned for the next—we’d love to have you in the room!