Customer Experience (CX): What is prioritized, and which channels are used?

The most important factor in improving customer satisfaction

CX Service Diagram

The most important factors for improving customer satisfaction were problem solving capability (46.4%) and response speed (45.4%), which ranked nearly equal at the top.


These two factors represent the core quality standards expected of any contact center, reflecting the fundamental customer expectation of “quick and reliable resolution.” This indicates that customers primarily reach out to a center with the strong desire to have their issues resolved both promptly and accurately.


Personalized support (36.7%) and enhanced self service options (36.5%) also received support from more than 30% of respondents, indicating that expectations for contact centers are expanding beyond “simply resolving the issue.” Customers increasingly want solutions tailored to their individual needs and an environment where they can resolve issues quickly on their own.


As customer touchpoints continue to diversify, self service channels such as chat, FAQs, and voice bots are becoming increasingly established. This trend highlights the growing expectation for companies to deliver both convenience and personalized experiences simultaneously.


The findings indicate that delivering speed, accuracy, and personalized solutions simultaneously has become a core priority for enhancing customer experience in contact center operations.


With the continued diversification of inquiry channels, customers now switch seamlessly between phone, chat, and self service options depending on their needs and the situation.


As a result, the ability to deliver consistent problem-solving and prompt responses across all channels is becoming an increasingly critical factor in driving customer satisfaction.


Current status of inquiry channels

CX Service Diagram

Phone calls ranked as the most frequently used inquiry channel at 26.8%. The reason phone remains the primary means of contact is that customers tend to feel more reassured by real-time, human interaction — particularly when dealing with complex issues or situations that require emotional support.

This is especially true for complaints and complex inquiries, where customers expect immediate responses and flexible, back-and-forth communication — keeping phone support as relevant as ever.

At the same time, chat (25.5%) and email (23.7%) are close behind, with only a narrow gap separating them from phone calls.

The growing combination of AI chatbots and live chat has made these channels increasingly popular, as they enable round-the-clock availability and allow customers to reach out with ease.

The fact that all four channels — phone, chat, email, and social media — are clustered within the 20% range shows that customers have moved into a stage where they actively choose the channel that best suits their needs and situation.

For organizations, this means maintaining consistent quality across every channel is essential. Breaking down silos between channels and building a unified CX delivery model is becoming more important than ever.

As the number of channels grows, customer data and interaction history become increasingly scattered. Strengthening the underlying infrastructure — through CRM integration, knowledge sharing, and generative AI support — is therefore essential. Simply adding more channels is not enough. The real key is ensuring customers receive the same quality of service and level of resolution, no matter which channel they use.

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