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Research Report
Evolving Customer Channel Preferences
John Ragsdale
John Ragsdale
Distinguished Researcher, VP Technology Ecosystems
March 6, 2020

We are living in a digital world. We are spending more time texting, Tweeting, Instagramming, and using WhatsApp than we do on traditional phone calls. These new digital interaction channels are quick, easy, and convenient. So why do we not offer a way for customers to interact with us using these channels? TSIA’s fifth annual Channel Preference Study is complete, and not surprisingly, digital chat channels are rising in popularity. And while this phenomenon is particularly true of younger customers, the preference for digital channels is extending across age demographics and geographies. In this report, TSIA outlines the findings of the 2020 Channel Preference Quick Poll and provides recommendations for how these findings should be influencing your channel options for customers, for both service and sales.
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