Email Ranks High In Customer Service Usage, Study Finds

Email teams trying to build their lists or develop them for better targeting should study their customer service interactions, according to CX Leaders Trends & Insights, a recent study from Execs in the Know sponsored by Zenarate.  

Of the consumers polled, 49% have utilized email to contact customer care, although that has declined from a high of 61% in the pandemic year: 2020.  

But they are not happy. “Email was a close third in overall use, but a distant fourth in the occurrence of positive experiences,” the study notes. 

These were the contact methods that  resulted in positive experiences:

  • Phone/In-Person/Video Chat — 51%
  • Online Chat — 23%
  • Mobile Chat/SMS — 14%
  • Email — 12%
  • Chatbot/Self-Help/Mobile App — 8%
  • Social Media/Online Community — 8%

Email has been used by 49% of consumers for customer service in 2022 -- down from a high of 61% in the pandemic year of 2020 and 52% in 2021. 

In contrast, phone has been used by 67% to date in 2022 -- up from 58% in 2020 and 64% in 2021, and followed by online/video/chat, which has been used by 54% this year. 

Voice-based channels (phone, video, in-person) were used by most frequently by 45%, and text-based (online chat, SMS, email) by 35%.

While only 20% of consumers say they have had a poor experience with email, the percentage has risen from 13% in 2021. But 57% have had a bad experience with phone/in-person/video chat, down from 65% last year. 

The results are based on data captured by the Google Survey platform from August 3-September 12, 2022. 


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