Improving CX in channels of choice
Social media is increasingly being used as a customer engagement and issue resolution channel, particularly by 25-44-year-olds.
Notably, though, in Germany, only 47% are influenced by social media, and just 4% of 18-24-year-olds prioritize it compared to the global average of 15%. In Brazil, 23% of under-25s prioritize social media, with over 30% of 25-44-year-olds using it in the past 12 months to engage with a brand.
Globally, email is the preferred communication channel for general queries, while email, phone, and chat are the most commonly used channels in the past 12 months.
The telephone is a direct line to younger customers
While the role of technology is playing a larger role in CX, the telephone is becoming popular among young consumers. In fact, 36% of 18-24-year-olds in the U.S. prefer it, along with 25% in the U.K., 33% in France and 45% in Germany.
While consumers use multiple channels to engage with brands, the phone is still the priority channel for live engagement.
Immediate information is crucial, and organizations need to focus on providing a strong CX for this foundational channel.
Chat is a window of opportunity
Online chat has become the second most popular form of communication after email, with 29% of all Brazilians preferring it to talking on the phone. In the U.K., 38% recognize that brands that provide chat are attempting to deliver a positive experience.
Female consumers prioritize chat more, with 42% considering it crucial for a positive CX, compared to 33% of male consumers. Chat is also the preferred channel for 21% of female respondents in the U.S. and 27% in the U.K.
Chat is my channel of choice
Female
Male