Consumer Channel Preferences

Recent studies reveal that while digital interactions have been heavily promoted, many consumers still prefer human channels for certain tasks. For instance, a significant percentage of people reported a desire to meet in person or speak on the phone when engaging with companies, highlighting the importance of interpersonal communication. This preference varies across different demographics, with older consumers showing even higher rates of favor for human interaction. Such insights urge customer experience professionals to recognize that a balanced approach between digital and human channels is essential in meeting consumer expectations.