The average consumer has used 7.4 channels

The explosion in social media is creating multichannel headaches.

According to research, the average UK consumer has used 7.4 channels of electronic communication in the last 6 months. Amongst 18–24-year-olds, this figure rises to 8.4 channels. The figure is lowest in the 65+ age bracket, but even this age band uses 6.2 methods of electronic communication.

Whilst a rise in the widespread use of digital communications channels by consumers has created easier access to services, it has not diminished the expectation that organisations will respond in a personal way. The core risk is that it will be assumed that digitising interaction decreases the need for human intervention, thereby alienating consumers.

Furthermore, according to Forrester’s ‘Navigate the Future of Customer Service’ report, voice is still the primary communication channel used by all demographics, with 73% of respondents using this channel to speak to an agent.

“Different channels are more appropriate for different services and the web is just one channel which may or may not prove to be an efficient method for service delivery,” said David Moody at KANA. “Whilst digital is of great importance ‘digital only’ customer service strategies simply do not work.”