Young Shoppers See Email As Top Customer Service Channel: Study

Email remains a popular customer service channel, especially among younger consumers, according to “What Modern Consumers Expect From Retail Customer Service,” a study by Kustomer. 

Of the individuals polled, those in the 18-24 and 25-34 age groups prefer email. 

The 18-24 set chooses text as second, and the 25-34 cohort live chat. 

Email is the second choice, after phone, for shoppers in the 35-44, 45-54 and 55-64 age cohorts. Those age 65+ prefer phone and live chat. 

In other findings, 90% of consumers would not return to a retailer that provided bad customer service. 

Another 72$ would post on social media or an online review after a bad experience. In contrast, 93% would recommend a retailer to a friend after a positive encounter. 

Of those polled, 82% expect to be treated the same online and in-store. And 87% are frustrated when they can’t connect with customer service via their preferred channel.  



With younger consumers preferring different channels from older shoppers, brands must “implement customer service technology that can meet the unique needs and expectations of each generation,” states Brad Birnbaum, Co-Founder and CEO of Kustomer.  

Birnbaum adds, “There is no longer room for error when it comes to customer service, requiring retailers to deliver a true omni-experience to build meaningful and long-term customer relationships."




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