Data Snapshot: Channel Preferences Benchmark, 2015

1508_DS_ChannelPreferences2015_COVERWe just published a Temkin Group data snapshot, Channel Preferences and Cross-Channel Activity Benchmark, 2015. The research examines consumer preferences for using different channels for completing common tasks as well as the frequency of several cross-channel interactions.

Here’s the executive summary:

In Q3 2015, we surveyed 10,000 U.S. consumers about their channel preferences for performing 11 different activities—such as selecting a life insurance policy or applying for a new credit card—and compared them to the results of a similar study conducted in 2014. This data snapshot examines how channel preferences vary across age groups, how these preferences have changed over the past year, and how channel preferences differ across multiple activities. (see last year’s data snapshot).

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A key component of the research examines how consumers would like to complete 11 different interactions with companies: Apply for a new credit card, change the beneficiary on a life insurance account, check the balance on a savings or checking account, check the delivery status of a purchase you made, investigate a mistake in your monthly cell phone bill, open a new investment account, purchase a new auto insurance policy, resolve a technical problem with your computer, select a life insurance policy,  and update your address on an account after you move.

The report has 13 data-filled charts, covering the 11 activities with details of preferences by age.

As you can see in this excerpt from the first graphic, consumers most prefer using their computers for seven of the 11 activities. When it comes to investigating a mistake on a bill or resolving a technical problem, they prefer using the phone. When it comes to opening a new investment account or selecting a life insurance policy, they prefer doing it face-to-face.

1508_ChannelPreferences

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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.

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