In my research report called How Consumers Research, Buy, And Get Service, we looked at which channels US consumers prefer to use for getting customer service support. Here’s what we found:
- Speaking to a rep over the phone (45%)
- Going to a store/branch (36%)
- Sending an email (6%)
- Using a Web site (5%)
- Online chatting with a rep (3%)
- Using an automated phone app (2%)
As you can see, consumers overwhelmingly prefer in-person interactions; 81% chose either a phone rep or a store employee for customer service support. That’s why I said in a post that we won’t see self-service replace customer service anytime soon.
I also analyzed customer service preferences by generation and found that:
- For every generation except Seniors (63+ years old), the phone is the most popular option. Seniors are most interested in going to a store.
- Gen Xers (28 to 41) are the group most enamored with using email and have the lowest interest in going into a store.
- Gen Yers (18 to 27) are the group most interested in the Web and online chatting.
- Younger Boomers (42 to 51) are the group most interested in using phone self-service applications.
The bottom line: Great customer service is often just a phone call away.