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

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I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

2 thoughts on “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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