Importance Of Select Channels By Stage Of Purchase Process, April 2012 [CHART]

Consumers have different expectations and preferences for customer service depending on where they are in the purchase journey and the types of questions they have. A 2012 global customer experience study sponsored by Capgemini found that social media was most important in the awareness stage (learning about products and promotions), while smartphones were most valuable in the delivery and after-sales care stages. Read the rest at eMarketer.