Limits to digital

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.