Everyone involved in customer service wants to understand consumer channel preference. Otherwise, how can you allocate resources between phone, email, chat, SMS messaging and social channels?
So, we’re all involved in a little anthropology project. In my best David Attenborough voice: “Let’s observe this 35 year-old male as he wishes to find out why his order is late.”
In fact, it may be harder than anthropology because we are looking forward as well as at the present and the past. We also want to know what the preferences will be next year, and in five years. Otherwise, how can we plan ahead? Technology takes time to deploy.
It’s understandable that there is a craving for data on this topic. Every year, many analyst firms and research groups try to illuminate the future with surveys. And one of the most common ways to present results from those surveys is via the cohort chart. It seems to give us the exact answers we need, but can also be misleading.