The way companies handle customer service is changing, and understanding the best ways to communicate can make customers happier.
In this article, I‘ll explore the most popular customer service channels based on the latest research from 2024, including insights from HubSpot’s "State of Consumer Trends in 2024" report and “State of Service Trends in 2024” report.
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Table of Contents
- Top 10 Customer Service Channels
- How to Pick the Right Customer Service Channel
- 11 Stats Service Teams Need to Know
- Dive Deeper into Consumer Trends
U.S. Consumer Trends Report
Learn how consumers act, how they think, and what they expect now and beyond. Topics include:
- Purchase habits.
- Data privacy.
- Workplace trends.
- And more!
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Top 10 Customer Service Channels
Knowing which channels customers prefer in the evolving customer service landscape can help companies enhance their support strategies. In March 2024, HubSpot surveyed 1,537 customer experience leaders for its annual State of Service Trends report. Based on the latest research, I’m here to share the top customer service channels for 2024.
1. AI Chatbots (15%)
AI chatbots are popular for instantly answering common questions without needing to wait for a human. They handle multiple queries at once and are available 24/7. I find them helpful for quick account or order inquiries. For instance, when I needed to check my online order status late at night, the chatbot provided real-time updates without any wait time.
2. Online Chat/Live Chat with a Human Representative (15%)
Live chat combines the quick assistance of AI chatbots with the personal touch of human interaction. Live chat can be incredibly helpful, especially when it comes to technical issues. Recently, I reached out via live chat to fix a software problem, and the representative guided me through the solution in just a few minutes.
3. Phone Support (9%)
Despite the rise of digital channels, phone support remains a preferred method for its direct and personal interaction. I typically use phone support for urgent issues that need immediate attention, like when my home security alarm was randomly going off. Speaking directly with a representative adds a personal touch and ensures quick resolutions.
4. Social Media (8%)
Social media platforms like Facebook, X, and Instagram are essential for customer service due to their wide reach and real-time interaction capabilities. Companies respond quickly when tagged in public, aiming to prove their product credibility while addressing customer concerns publicly and privately.
Pro tip: Check out Social Media Customer Service 101: The Beginner's Guide for more info.
5. Email Support (8%)
Email is helpful for discussing important matters and getting a detailed, documented response. It‘s great for non-urgent situations where you’re okay with waiting for a thorough reply. For example, when I needed a refund for a subscription service, I emailed customer support with all the details. They responded within 24 hours with a clear timeline for the refund process.
6. In-Person Support (7%)
In-person support is crucial for complex issues that need detailed explanations and hands-on assistance. It adds a personal touch that can make customers especially happy in industries like retail and healthcare.
Visiting a store for support allowed me to talk face-to-face with a representative who gave me thorough help with what I incorrectly thought was a defective bike accessory. Their ability to show me how to use the product correctly in person was far more effective than remote assistance would have been.
7. Messaging Apps (7%)
Messaging apps like WhatsApp and WeChat are popular for their convenience and accessibility. They allow customers to easily reach support through a platform they frequently use, enabling real-time and asynchronous communication. Personally, I found it super convenient to update my delivery address by messaging customer support on WhatsApp and receiving prompt confirmation of the change.
8. Customer Portal (6%)
Customer portals provide a centralized platform for managing support tickets, accessing self-help resources, and tracking inquiry status, empowering customers to find solutions independently.
Using a customer portal to keep track of my support requests and find self-help articles has been a game-changer. When I had a problem with some software, I found easy-to-follow guides and videos that helped me fix the issue without contacting support.
9. Video Support (5%)
Video support allows for face-to-face interaction, which can be crucial for more complex issues requiring detailed explanations. It combines the benefits of in-person support with the convenience of remote access.
Video support has been particularly useful for technical support. When I had an issue with my home security system, a video call with a technician allowed them to visually inspect the setup and guide me through the troubleshooting process in real time.
10. Mobile App Support (5%)
I‘ve used mobile app support for quick access to FAQs and live chat, which is very convenient when I’m on the go. For instance, while traveling, I used an airline's mobile app to change my seat and chat with customer service about baggage policies, all from my phone.
Understanding the preferred customer service channels can help companies tailor their support strategies to meet customer expectations. By investing in these top channels, businesses can create a customer service channel strategy that enhances the customer service experience and builds stronger customer relationships.
How to Pick the Right Customer Service Channel
Choosing the right customer service channel is crucial for delivering exceptional customer experiences.
Here are key concerns companies should consider when building a customer service channel strategy and selecting which channels to pursue.
U.S. Consumer Trends Report
Learn how consumers act, how they think, and what they expect now and beyond. Topics include:
- Purchase habits.
- Data privacy.
- Workplace trends.
- And more!
Download Free
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Customer Preferences
Understanding Your Audience
Different customer segments prefer different customer service channels. For instance, younger customers might prefer digital channels like social media and live chat, while older customers might prefer phone or in-person support.
Surveys and Feedback
Ask your customers what they like best by conducting surveys and collecting feedback.
Nature of Inquiries
Simple vs. Complex Issues
AI chatbots or FAQs can be helpful for easy questions, but when things get more complicated, it's best to talk or call a real person. For example, AI chatbots can answer simple questions like checking your order or account info, so human representatives can focus on helping with trickier issues.
Urgency of the Issue
If the issue is urgent, it's best to reach out through live chat or phone support so we can help you as quickly as possible. After all, 75% of customers expect their problems to be solved immediately, so having responsive channels like live chat and phone support is super important.
Resource Availability
Budget Considerations
Setting up certain channels like AI chatbots may need a significant initial investment, but they can end up saving costs in the long term. On the other hand, phone support and in-person channels might have higher ongoing costs due to the need for more staff.
Number of Staff
Consider the size of your customer support team. Channels like AI chatbots and self-service portals can handle many queries with fewer human resources, while phone and in-person support require more staff.
Scalability
Growth Plans
Consider your business's growth plans and whether the chosen channels can grow with your customer base. Scalable support solutions are a must, evidenced by 75% of service leaders reporting an increase in service tickets.
Handling High Volumes
Ensure the chosen channels can handle peak times and high volumes of customer queries. Channels like AI chatbots and social media can scale faster than phone support. Social media platforms can quickly scale to handle increased volumes during promotional events or crises. The State of Service 2024 data shows that 30% of businesses plan to expand their social media support channels.
About 86% of service leaders say that they were able to scale their team activities in 2023 by integrating AI technology with their operations, and 65% of CRM leaders say AI is more effective for scaling service operations than hiring more reps.
Integration with Existing Systems
Seamless Integration
When choosing channels, look for ones that can easily work with your current CRM and support systems to give your customers a smooth and cohesive experience. For instance, connecting AI chatbots with your CRM allows for seamless information flow and better customer tracking.
Unified Data
Make sure all customer interactions from different channels are synchronized and available in one place. According to 74% of CRM leaders, switching between tools makes it take longer to resolve customer issues, highlighting the importance of having integrated systems.
Customer Experience
Consistency and Quality
Ensure your customers always get a top-notch experience, no matter which channel they use. We should provide consistent and high-quality support across the board. Standardized training for your support agents for all channels ensures that every customer enjoys the same great experience.
Personalization
Let's make sure our customers always get a top-notch experience, no matter which channel they use. We should provide consistent and high-quality support across the board. By giving our support agents standardized training for all channels, we can ensure that every customer enjoys the same great experience.
Industry Trends
Staying Competitive
It‘s always a good idea to keep an eye on industry trends and what your competitors are up to. By using popular and effective customer service channels, you can make sure you’re staying ahead of the game. For instance, a lot of companies are now offering video support for complex issues, which allows for face-to-face interaction and detailed explanations.
Adapting to Changes
Stay flexible and be ready to adapt to changing customer expectations and technological advancements. Did you know that 50% of U.S. adults believe brands should take more action on social advocacy? This can have an impact on customer service practices and the channels you choose.
11 Stats Service Teams Need to Know
- AI chatbots are becoming mainstream. 1 in 3 consumers primarily use AI chatbots like ChatGPT to learn or find inspiration and ideas.
- AI chatbots are on the rise. 31% of service leaders have leveraged AI chatbots, improving customer service response times.
- AI improving response time. 92% of CRM leaders say AI has improved their customer service response times.
- Wanted: AI chatbots. Out of 20,000 consumers surveyed, 82% who haven’t yet used artificial intelligence for shopping say they’d like to use AI to get service, ask questions, and resolve issues.
- AI chatbots improve CSAT. 86% of CRM leaders who use AI chatbots report a positive impact on customer satisfaction scores (CSAT).
- Omni-channel support is essential. 75% of service leaders report an increase in service tickets, highlighting the importance of omni-channel support.
- Mobile commerce dominates. Consumers now use their phones more than any other device for shopping online, highlighting the need for a mobile-first approach in customer service.
- Social media leads in product discovery. Social media is the top channel for product discovery, with direct purchases via social media continuing to rise year-over-year.
- Cautious spending. More than half of consumers are being more careful with spending, necessitating value-driven customer service strategies.
- Concerns over personal data usage. 76% of consumers are worried about how companies use their personal data, underlining the importance of transparency in customer service practices.
- Consumers conduct their own research. 59% of consumers prefer to gather information themselves rather than speak to a human, emphasizing the importance of accessible and informative self-service options.
Dive Deeper into Consumer Trends
This post gathered customer service highlights from our State of Service report and our State of Consumer Trends Survey. To learn more about consumer preferences and behavior, download the full State of Consumer Trends Report below.
Editor's note: This article was originally published in January 2023 and has since been updated for comprehensiveness.
U.S. Consumer Trends Report
Learn how consumers act, how they think, and what they expect now and beyond. Topics include:
- Purchase habits.
- Data privacy.
- Workplace trends.
- And more!
Download Free
All fields are required.
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