Despite the rise in digital customer service options, 79% of consumers prefer the human touch Despite the rise in digital customer service options, 79% of consumers prefer the human touch.A study of 24,000 consumers in 12 countries by data agency Verint shows that businesses are responding to the digital world by offering customers new ways of engaging with them, but most consumers prefer using the phone (24%) or going in-store (23%) to interact with brands or service providers.In terms of preferred digital channels, 22% of consumers want access to an online account, 14% want to communicate with a customer service agent via e-mail and 9% prefer using mobile apps.In terms of leading customers on a digital journey, the study says speed, insight and desired outcomes are the biggest factors.

Subscribe now to unlock this article.

Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).

There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.

Cancel anytime.

Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.