Key Findings

As part of our most recent global consumer study, we asked nearly 24,000 consumers from 23 countries 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. We also asked which elements of an experience they considered most important when using each of these channels. From their responses, we found that:

Consumers prefer human channels. On average across all countries and activities, 61% of consumers prefer using one of three human-mediated channels (chat with a person on a computer, talk with someone on the phone, or meet with someone in person). This preference is strongest among older (55+) consumers and Spanish consumers.
Digital channels are most popular among Asian consumers. Across all activities, digital channels (self-service and chat with an automated system) are most popular among Chinese (62%), South Korean (57%), Indian (48%), and Hong Kongese (47%) consumers.
Chatbots are the least popular. Consumers are least likely to prefer using chat with an automated system. Only 8% on average would prefer to use this channel to complete nine common interactions. This channel is most popular for consumers looking to get status on an order (12%) and book an airline ticket (10%).
Consumers prioritize trust in their interaction channels. Consumers did not deviate significantly when prioritizing the top two elements of channel experiences: I trust the information provided was the most important priority across all channels, followed by speed: I complete the interaction quickly.
Empathy is a top priority in human channels. When interacting with a company over the phone or in person, I am treated with empathy becomes consumers’ #2 priority, ranking above speed and convenience, compared to the #4 priority during digital interactions (self-service, chat).