US consumers prefer more text-based customer service options from brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 12, 2020, 5:33 PM UTC

According to a survey of 500 US customers by UJET, consumers prefer human touch over technology for customer support.

The report found that 72% of consumers aged 18 to 64 believed having customer service support via text with live-agent in real-time would improve overall customer service experience. The other top customer support channels were emails and in-app messaging, preferred by 70% of consumers.

Video chat with a live agent was the least popular communication option with only 42% of respondents considering it. Further, only 43% of consumers believed that fingerprint or facial recognition technology will improve customer support.

While “Helpfulness of agent” was the top factor that influenced customer support, only 6% of respondents said CX that "felt personalised" was a factor for positive experiences. 46% of consumers also said they will likely use a phone to call the customer support department for any issues.

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