Forms of customer service leading consumers to place online orders in the U.S. 2024

A survey conducted in the United States in January 2024 shows what customer service capabilities consumers used that led them to place orders on retail websites. For most of the respondents, at around 37 percent, being able to talk to a real person instead of an automated system was a significant factor in driving them to make new purchases. Further demonstrating that human interaction yields the best results, the second most chosen option by consumers was speaking on the telephone with customer service, with over 30 percent of them opting for this form. Virtual appointments and social media interactions were viewed as the least important factors in influencing online purchases after utilizing customer support on e-commerce websites.