RESEARCH

ORGANIZATIONS ' VIEWS ON BEST CHANNELS FOR CUSTOMERS TO USE

As businesses plan their customer experience strategies, this data presents a clear message.

While digital channels excel for simple, straightforward tasks, complex, emotional, or urgent interactions require the flexibility, empathy, and real-time problem-solving that only human conversation can currently provide.

The question for businesses is not whether to maintain voice channels, but how to optimize them for the types of interactions where they remain irreplaceable.

The 2026 US Customer Experience Decision-Makers’ Guide is based on research with 1,000 U. S. customers and around 200 U. S. organizations. It is available for download from https:// www. contactbabel. com / the-us-customer-experience-decision-makers-guide /

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Steve Morrell is the Managing Director of ContactBabel, which was founded in 2001 to provide high-quality research and analysis to the US and UK contact center industries.

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