It’s easy for technology start-ups and web service companies to understand the importance of communicating with customers through channels such as social media and mobile technology. They have it ingrained in their DNA. It’s more difficult for companies that have a long-standing culture of face to face or direct mail interaction, to adopt these methods.
It’s not that face to face interaction with customers is unimportant. I believe that it is still the single best method for building relationships and getting a true understanding of your customers’ needs. The problem is that it takes time and your customers aren’t always willing to give it. With a myriad of choices, customers opt for the quickest and most painless way of learning, providing feedback, complimenting, or complaining.
Avaya, a global provider of business collaboration and communications solutions, has created the infographic below titled “How Social Media and Mobile Technology Impact the Customer Experience.” This great research identifies and ranks the channels that consumers prefer when interacting with brands.
Preferred Channels to Interact with Businesses (in order of most preferred to least preferred)
- Phone Direct – 84%
- Email – 80%
- Company Website – 72%
- Face to Face – 64%
- Website FAQ – 54%
- Post/direct Mail – 41%
- Phone Call – 37%
- Text/SMS – 34%
- Company Online Forum – 30%
- Web Chat – 29%
- External Online Forum – 25%
- Skype – 22%
- Facebook/Other Social Network – 16%
- Mobile Apps – 12%
- Video Conferencing 11%
If you’re a business owner or brand marketer, it’s important to recognize that your customers have a preference to how they’d like to engage with you. Are you adopting the right channels?
How Social Media and Mobile Technology Impact the Customer Experience Infographic: