Key Findings
Data from the XM Institute have shown that customer experience (CX) quality varies depending on the delivery channel, so it is important to understand which channels customers prefer to use when completing common activities. To understand how consumers prefer to complete common tasks, we analyzed data from 10,000 U.S. consumers on their channel preferences. The results from our analysis include the following general key findings, but for more in-depth results, see the Key Takeaways included in each figure.
- Journeys favor self-service. For journey-based activities, like resolving a computer issue or applying for a credit card, consumers most prefer to self-service, either from a computer or a mobile phone.
- Consumers prefer to make purchases in person… Consumers most prefer to purchase new items, such as shoes or books, by meeting with someone in person, followed closely by self-service on a computer. This preference is especially prominent when purchasing a new car.
- …Except when it comes to travel. All age groups show a strong preference to complete travel-related activities, such as booking a hotel or airline flights, via self-service on a computer. The next most preferred option is talking to someone on the phone.
- Preference for self-service has dropped. Overall, consumer preference for completing activities via self-service on a computer has declined from 2019 to 2020. Self-service on a mobile phone experienced similar declines, except for the activity selecting a life insurance policy.
- Self-service is best for finding quick information. When checking the status of something, like a delivery or financial account, consumers most prefer self-service. While using a computer is generally preferred, younger consumers are more comfortable with self-service via a mobile phone.
- Consumers don’t like to handle their finances over the phone. For financial activities, such as opening a bank account or applying for a credit card, there is a significant preference for either self-service on a computer or meeting with someone in person. Consumers least prefer to talk to someone on the phone for these activities.
- Channel preferences vary across generations. Younger consumers are more comfortable than older consumers by using self-service channels when completing purchasing activities. In contrast, older consumers are more likely to prefer to talk to someone on the phone.
Figures
- Channel Preferences Across Multiple Activities (see Figure 1)
- Channel Preferences Across Multiple Activities (cont.) (see Figure 2)
- Channel Preferences: Changes between 2019 and 2020 (see Figure 3)
- Channel Preferences By Age: Update Your Address on an Account After You Move (see Figure 4)
- Channel Preferences By Age: Investigate a Mistake in Your Monthly Cell Phone Bill (see Figure 5)
- Channel Preferences By Age: Check the Delivery Status of a Purchase You Made (see Figure 6)
- Channel Preferences By Age: Check the Balance on a Savings or Checking Account (see Figure 7)
- Channel Preferences By Age: Apply For a New Credit Card (see Figure 8)
- Channel Preferences By Age: Resolve a Technical Problem With Your Computer (see Figure 9)
- Channel Preferences By Age: Schedule a Service Appointment For Your Car (see Figure 10)
- Channel Preferences By Age: Schedule a Medical Appointment (see Figure 11)
- Channel Preferences By Age: Open a New Bank Account (see Figure 12)
- Channel Preferences By Age: Select a Life Insurance Policy (see Figure 13)
- Channel Preferences By Age: Book an Airline Flight (see Figure 14)
- Channel Preferences By Age: Book a Hotel Room (see Figure 15)
- Channel Preferences By Age: Purchase a New Auto Insurance Policy (see Figure 16)
- Channel Preferences By Age: Purchase a New Car (see Figure 17)
- Channel Preferences By Age: Purchase a New Book (see Figure 18)
- Channel Preferences By Age: Purchase a New Computer (see Figure 19)
- Channel Preferences By Age: Purchase New Shoes (see Figure 20)
- Channel Preferences By Age: Purchase a New Cell Phone (see Figure 21)
