Key Findings

As part of Qualtrics XM Institute’s 2023 Global Consumer Study, more than 28,000 consumers told us which of six channels (chat with an automated system, self-service on mobile, self-service on computer, chat with a person on computer, talk with someone on the phone, or meet with someone in person) they would prefer to use to complete nine common interactions. From our analysis, we found that:

  • Consumers prefer human channels. On average, across all countries and activities, 62% of consumers prefer using one of three human-mediated channels (chat with a person on a computer, talk with someone on the phone, meet with someone in person). This preference is strongest for receiving advice from a nurse/doctor and weakest for booking a plane ticket.
  • Chat with an automated system is the least popular channel. Consumers are least likely to prefer using chat with an automated system. Only 10% on average would prefer to use this channel across nine common activities. This channel is most popular for getting the status on an order, with 13% preferring to use it to complete this activity.
  • Younger consumers are the least likely to prefer self-service on a computer. Compared to consumers from the two older age groups, consumers between 18 and 34 are the least likely to choose to complete activities through self-service on their computers. Instead, they are the most likely to use self-service on mobile and chat with a person on a computer.
  • Filipino consumers are the most likely to prefer human-mediated channels. Filipino consumers prefer to use one of three human-assisted channels 74% of the time, the most of any country. South Korean and Finnish consumers are the least likely to prefer using human channels, with only 50% each country favoring them.

Figures

Here are the figures in this Data Snapshot:

  1. Average Across Interactions by Age (see Figure 1)
  2. Average Across Interactions by Country (Part 1) (see Figure 2)
  3. Average Across Interactions by Country (Part 2) (see Figure 3)
  4. Getting Technical Support by Age (see Figure 4)
  5. Getting Technical Support by Country (Part 1) (see Figure 5)
  6. Getting Technical Support by Country (Part 2) (see Figure 6)
  7. Resolving Billing Issues by Age (see Figure 7)
  8. Resolving Billing Issues by Country (Part 1) (see Figure 8)
  9. Resolving Billing Issues by Country (Part 2) (see Figure 9)
  10. Booking a Plane Ticket by Age (see Figure 10)
  11. Booking a Plane Ticket by Country (Part 1) (see Figure 11)
  12. Booking a Plane Ticket by Country (Part 2) (see Figure 12)
  13. Buying a TV by Age (see Figure 13)
  14. Buying a TV by Country (Part 1) (see Figure 14)
  15. Buying a TV by Country (Part 2) (see Figure 15)
  16. Getting Order Status by Age (see Figure 16)
  17. Getting Order Status by Country (Part 1) (see Figure 17)
  18. Getting Order Status by Country (Part 2) (see Figure 18)
  19. Selecting a Phone Plan by Age (see Figure 19)
  20. Selecting a Phone Plan by Country (Part 1) (see Figure 20)
  21. Selecting a Phone Plan by Country (Part 2) (see Figure 21)
  22. Applying for a Bank Account by Age (see Figure 22)
  23. Applying for a Bank Account by Country (Part 1) (see Figure 23)
  24. Applying for a Bank Account by Country (Part 2) (see Figure 24)
  25. Scheduling a Medical Appointment by Age (see Figure 25)
  26. Scheduling a Medical Appointment by Country (Part 1) (see Figure 26)
  27. Scheduling a Medical Appointment by Country (Part 2) (see Figure 27)
  28. Receiving Medical Advice by Age (see Figure 28)
  29. Receiving Medical Advice by Country (Part 1) (see Figure 29)
  30. Receiving Medical Advice by Country (Part 2) (see Figure 30)
  31. Methodology (see Figure 31)