As customer care channels continue to evolve and expand, there’s been a lot of debate about which channels customers actually prefer to interact with brands. Many reports say that millennials prefer digital channels—like web chat or texting—while older generations still prefer voice channels.
Previous Interactions research has shown that this isn’t necessarily the case, and that the issue of channel choice is often far more complex—depending on factors such as the company consumers are trying to contact, and the complexity of the issue the consumer is trying to resolve.
In a recent survey, Interactions and Harris Poll revisited this question about consumer channel preferences. This time, however, we wanted to delve deeper into the reasons why consumers choose one channel over another, and whether common frustrations with specific channels were driving consumers to pick alternatives.
Read the ebook to learn what we found about consumer preferences when it comes to communicating with your brand’s customer care.
When given the choice, how do consumers prefer to communicate with brands?