To text or to talk?

As customer care channels continue to evolve and expand, there’s been a lot of debate about which channels customers actually prefer to interact with brands. Many reports say that millennials prefer digital channels-like web chat or texting-while older generations still prefer voice channels. Previous Interactions research has shown that this isn’t necessarily the case, and that the issue of channel choice is often far more complex-depending on factors such as the company consumers are trying to contact, and the complexity of the issue the consumer is trying to resolve.