Reforma: Is Your CX Strategy Ready for Five Generations of Consumers?

The coexistence of five generations of consumers, each with different habits, expectations, and purchasing channels, is redefining how companies design their customer service and experience strategies.

In an interview with Grupo REFORMA, Antonio Fajer, President of Pentafon, highlighted that the primary challenge for organizations is no longer simply digitizing their operations, but delivering consistent experiences for completely different customer profiles.

Currently, approximately 65% of digital commerce buyers belong to Generation Z and Millennials, while e-commerce continues to grow at rates close to 30% annually, significantly outpacing traditional retail, which grows at rates below 5%. This transformation is pushing companies to strengthen both their physical and digital channels to serve consumers who shop in a hybrid manner and expect speed, personalization, and continuity across every interaction.

The trend is also supported by Deloitte, which reports that organizations capable of integrating technology, data, and operations to deliver connected experiences achieve customer satisfaction levels above 87%, creating a competitive advantage that is difficult to replicate.

In this environment, Pentafon partners with companies across industries such as banking, insurance, retail, telecommunications, and fintech to design and operate Customer Experience strategies that combine artificial intelligence, advanced analytics, automation, and specialized talent. This approach enables organizations to tailor every interaction to the consumer profile, regardless of generation, contact channel, or stage of the Customer Journey, helping increase customer satisfaction, strengthen loyalty, and respond more effectively to an evolving marketplace.

"Today, differentiation is no longer based solely on the product or a store's location. Trust, speed of response, and the ability to deliver a consistent experience across every channel are the factors that drive purchasing decisions and customer loyalty."

Antonio Fajer, President of Pentafon

More than a trend, serving consumers with diverse generational expectations has become a strategic business challenge. For organizations, the ability to integrate technology, operations, and customer insights will be a decisive factor in competing in a market where experience has become one of the most important business differentiators.

Sources: Grupo REFORMA (Interview with Antonio Fajer, April 2026); Deloitte, Global Customer Experience Survey.

Read the full interview here.