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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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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