Which Channels Do US Consumers Prefer Using?

We’re working on a report for early next year that examines channel preferences. We asked 5,000 US consumers to pick their preferred channel for completing a wide variety of activities. Given that many people are planning their 2012 strategies, I thought it might be useful to share an overview of the data.

The report will examine this data by age group, which will be helpful when looking at your target audiences.

The bottom line: The phone and Web self-service are the key channels

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

2 Responses to Which Channels Do US Consumers Prefer Using?

  1. How does this vary with age demographics? I would imagine that older people would be more likely to prefer the “traditional channels” (phone or in-person) and the younger population would prefer the “non-traditional mediums”.

    Additionally, how are social media channels like Twitter being accounted for in this study? This is a growing medium for customer communication.

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