Brands Must Adopt An Omnichannel Approach For Customer Service

Forrester’s May 2025 Consumer Pulse Survey reveals that Baby Boomers and Gen Z US online adults share the same preferred communication channels for customer service — to different degrees. Boomers favor traditional channels, with the majority (61%) preferring voice call, followed by email (47%) and text (26%). For Gen Z, the difference is not as material: About two in five prefer email, text, chat, and voice call. This data snapshot underscores that traditional customer service channels remain popular with both older and younger generations, and emerging channels are gaining traction among younger consumers, so it’s vital for companies to invest in an omnichannel customer service approach.