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This report reviews results from a customer survey were respondents were asked about their channel preferences. It provides recommendations for enterprises that are looking to change their channel mix and guide customers to the right channel.


  • Contact centers should guide customers to the most suitable channel to resolve their issues. They need processes in place to ensure that the interaction is smooth and that a customer can easily switch from a self-service interaction to a live interaction.
  • Messaging platforms such as Facebook Messenger, WeChat and WhatsApp will gradually be opened up to customers and businesses to allow secured communications. A necessary technological and behavioral shift still needs to take place before contact centers implement these tools.
  • Contact centers can also improve technical resolution times using the Internet of Things. As providers begin to connect their services to the Internet and create tailored applications, they can provide better diagnostic information directly to customers in real time.

Features and Benefits

  • Understand customer preferences for using different channels.
  • Consider how channels can be optimized to improve resolution times and increase customer satisfaction.

Key questions answered

  • How should contact centers adapt their support options to include digital channels?
  • How do customers want to communicate for resolving particular issues?
  • When should proactive notifications be used to improve customer satisfaction?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for contact centers
  • Recommendations for vendors

Digital consumers require digital support resolutions

  • Use of digital tools continues to increase
  • Customer expectations are rising
  • Resolving issues on digital channels requires investment

Understanding customer preferences for resolving various support issues

  • Customers favor the phone for resolving technical issues
  • During service outages, customers tend towards agent assistance
  • Complicated bills can lead to unnecessary support interactions
  • Suspected fraud requires urgent assistance from live agents
  • Self-service makes sense for making account updates
  • Email and mobile applications are useful for changing reservations

Considerations for developing a multichannel support strategy

  • Understanding unique customer behaviors
  • Deciding between an omnichannel and a right channel approach
  • Digital channels still have a long way to go to be effective
  • Deflecting calls and balancing costs


  • Methodology
  • Further reading
  • Author

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