We asked customers how they like to communicate with brands [HubSpot blog survey]

In today’s digital landscape, customer communication priorities vary extensively. Some people want to go to a company’s landing page, start conversation with a chat boot, or pick up the phone with more information about a service or product.

In my experience leading marketing teams, understanding how your customers prefer communication with your brand is essential to creating extraordinary consumer experiences that move forward and maintain.

Read to discover the Hub Spot Blog insights and research on customer communication preferences with their favorite business.

The table of content

Priority statistics of customer communication

To start, I acknowledge that this is a marketer tendency to focus on campaigns and matrix. However, some of the most valuable intelligence for your marketing strategy comes directly from your customer service teams. So let’s start with some insights with our State of Customer Service Report.

According to our research, when it comes to consumers’ experience, consumers demand more than ever. Leaders have reported that the number of tickets to their company is higher than ever (75 %), and consumers expect matters to be resolved immediately (82 %).

In addition, consumers expect personalities at a much higher level than ever (78 %). So we conducted a hub spot blog survey asking respondents when they prefer communication with companies in search of information about a product or service. Let’s dive into it.

How consumers prefer to know about products

According to the customer’s response, 46 % said they prefer to review its content (videos, advertising, blog posts, photos, etc.), 15 % follow or visit its social media accounts, and 9 % go to the company’s physical store and review sites or social media.

Source

1. Review of content

When users want to find out more about a product, they refer to your content overwhelmingly. Research permanently shows that potential buyers actively find videos, blog posts, social media content and other content published by companies before making purchase decisions. This natural customer’s behavior should be the basis for your marketing strategy.

To maximize the opportunity, create content that meets your audience where they already spend their time. For example, the General Z does most of its time on YouTube, followed by Instagram, Snap Chat, and then tricky. By understanding the preferences of these platforms, you can ensure that your content reaches potential users on their terms.

Your content should also be compatible with customer search intentions. The AI ​​Institutes for Marketers report reveals that 55 % of marketers now use AI for text -based content creation (blogs, e -boxes, marketing emails, press releases, product description, and social posts).

This strategic focus on the creation of AI-enlarged content provides dual benefits: Marketers can spend more time on creative tasks (66 % agree) while reducing the time spent on repeated tasks (78 %). Result? Businesses can permanently develop high quality, personal content that today’s research -based users find.

Pro Tip: Hub Spot Email Marketing Tools help you take advantage of the creation of AI-Assisted content, while keeping authentic personal contacts, which users expect during their research process.

2. Social Media

When it comes to social media, 56 % of users are influenced by shared ideas by friends and family to source theories. In addition, 54 % of General Z shoppers and 58 % of the year agree that social platforms are better than online searching for new products.

In addition to the survey data, the 2025 social media trends report also indicates that social media is an important channel for customer communication. 69 % of the marketers agree that this year there will be more purchases on social media than the brand websites or third -party markets. This indicates a significant change in consumer behavior that businesses need to be prepared, and social media management is becoming more important to reach consumers.

Pro Tip: To meet your social media strategy directly, with personal messaging, the SMS marketing tools of the leverage Hub Spot meet users on their favorite channels.

3. Reading reviews

When reading reviews, national leave data shows that 54 % of consumers are more confident in online studies, friends and family (24 %) are more than (24 %), company claims (18 %), influences social media (2 %), and media reviews (2 %).

Review management is not just a reputation of a reputation but also an essential business function that directly affects the line below you. I am sure that forward -thinking companies integrate the review generation into their basic consumer experience strategy rather than they think.

How consumers prefer to communicate with a company

Upon reaching a company online, the survey respondents preferred to send a message from your business (45 %) to a human representative.

Source

This is an important figure to be aware of the rise of chat boats. Although the AI ​​-powered tool is undoubtedly helpful, users are letting us tell us that they do not want you to change your messaging strategy to revolve around an automatic tool.

However, the second most priority is for a mixture of chat boats and human representatives. So, although users want to talk to someone, you can combine both tools in your strategy. When you get a mixture of both of them, make boats aim for the fulfillment of human experience. For example, a boot conversation can start and collect information to transfer the customer to the most lace agent to provide solutions.

Users are also fine with using chat boats for routines and easy tasks, such as order tracking, checking status or balance, or changing order.

Source

I think companies can better meet customer expectations this year

When we pass through the year, the businesses that flourish will align with consumer priorities by developing their communication strategies. The data are clear: Customers expect quick, personal service in all channels, with both self -service options and human support available when needed.

I think we are at an infection point in customer communication. Throughout my entire marketing career, I have witnessed a lot of technical changes, but there is just the same change that we are now experiencing with AI-Enchanceded Communication. Companies that resist the threat of evolution after they are left behind, while the thought they embrace it will make deep contact with their customers.

By taking advantage of insights from Hub Spot research and implementing the right tools, you can formulate customer communication strategies that not only meet these expectations but also exceed them, which leads to loyalty and development in a growing competitive market.

Editor’s Note: This article was originally published in July 2017 and has been updated for comprehensiveness.