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

  1. Channel Preferences Across Multiple Activities
  2. Channel Preferences Across Multiple Activities (cont.)
  3. Channel Preferences: Changes between 2019 and 2020
  4. Channel Preferences By Age: Update Your Address on an Account After You Move
  5. Channel Preferences By Age: Investigate a Mistake in Your Monthly Cell Phone Bill
  6. Channel Preferences By Age: Check the Delivery Status of a Purchase You Made
  7. Channel Preferences By Age: Check the Balance on a Savings or Checking Account
  8. Channel Preferences By Age: Apply For a New Credit Card
  9. Channel Preferences By Age: Resolve a Technical Problem With Your Computer
  10. Channel Preferences By Age: Schedule a Service Appointment For Your Car
  11. Channel Preferences By Age: Schedule a Medical Appointment
  12. Channel Preferences By Age: Open a New Bank Account
  13. Channel Preferences By Age: Select a Life Insurance Policy
  14. Channel Preferences By Age: Book an Airline Flight
  15. Channel Preferences By Age: Book a Hotel Room
  16. Channel Preferences By Age: Purchase a New Auto Insurance Policy
  17. Channel Preferences By Age: Purchase a New Car
  18. Channel Preferences By Age: Purchase a New Book
  19. Channel Preferences By Age: Purchase a New Computer
  20. Channel Preferences By Age: Purchase New Shoes
  21. Channel Preferences By Age: Purchase a New Cell Phone