In today’s digital age, understanding customer communication preferences is more crucial than ever. We asked customers how they like to communicate with brands, revealing valuable insights for businesses looking to enhance customer relations. From browsing a brand’s landing page, chatting with chatbots, or making direct calls, customers have diverse communication preferences.
As someone with a background in marketing leadership, I know it’s vital to grasp how customers prefer brand interactions. By doing so, we can craft exceptional experiences that boost loyalty and retention.
Explore HubSpot Blog’s research to uncover how customers want to engage with their favorite brands.
Contents Overview
Essential Statistics on Brand Communication
Though marketers often fixate on campaigns and metrics, invaluable information originates from customer service insights. As outlined in our State of Customer Service report, understanding modern consumer demands is pivotal. Notably, 75% of leaders observe a spike in ticket volumes, and 82% of consumers expect immediate issue resolution. Furthermore, 78% of customers desire personalized experiences. We conducted a HubSpot blog survey to discover how respondents interact with companies when seeking product information. Let’s delve into the details.
Preferred Ways Customers Discover Products
According to the survey, 46% of customers prefer consuming branded content like videos and blog posts, 15% engage with social media platforms, and 9% visit physical stores or read online reviews.
Engaging with Content
When consumers want product insights, they gravitate towards content created by brands. This behavior underlines the need for a solid content strategy. Statistics show that consumers, especially Gen Z, spend significant time on platforms like YouTube and Instagram. Understanding this allows businesses to tailor content placement.
With 55% of marketers utilizing AI for content creation, aligning with search intent is more achievable. As per the AI Insights for Marketers report, AI content tools allow marketers to focus on creativity, producing the personalized content modern consumers demand.
Pro Tip: Use HubSpot’s Email Marketing tools for AI-assisted content, maintaining a genuine tone throughout customer research interactions.
Utilizing Social Media
Social media’s influence is profound. According to studies, 56% of consumers trust posts from friends and family. Additionally, Gen Z and millennials find new products more often on social platforms than through online searches.
The 2025 Social Media Trends report shows a shift towards shopping on social media channels, highlighting the need for strategic social media engagement.
Pro Tip: Incorporate HubSpot’s SMS Marketing tools to enhance your social media strategy with personalized messaging.
Reading Reviews
Data from National Leave a Review Day highlights that 54% of customers prioritize online reviews, surpassing opinions from personal circles. Effective review management is crucial for reputation and business performance, and companies should integrate it into their core strategies.
Preferred Communication Methods with Brands
In terms of online interactions, 45% of respondents prefer communicating with a human, emphasizing the need for direct engagement.
While chatbots are beneficial, customers favor a balanced approach, integrating both human and AI interactions. This synergy ensures a seamless customer journey, with chatbots handling basic queries and humans resolving complex issues.
Customers are also content using chatbots for routine tasks, illustrating the technology’s role in modern communication strategies.
Strategies to Exceed Customer Expectations
Thriving in this competitive landscape requires aligning communication strategies with customer expectations. Immediate, personalized service is now a standard expectation across interactions.
Reflecting on my career, I see our era’s technological advancements, particularly AI-enhanced communications, as transformative. Companies embracing these changes are positioned to deepen customer relationships.
Using insights from HubSpot’s research, businesses can develop communication strategies that exceed expectations, fostering loyalty and growth.
Editor’s note: This article has undergone comprehensive updates since its original publication in July 2017.
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