When it comes to call center training, what do you need to know above all? Of course, this is your customers’ preferences! In light of that, a new inContact survey has presented some important results which examine the state of customer service and the changing preferences of consumers – clearly valuable information for any contact center manager looking to optimally train and prepare his or her employees.

 The survey was conducted online by Harris Interactive (News - Alert), boasting 2,191 U.S. adults participants aged 18 years or older. The survey shows that consumers are making less of their buying decisions based on brand loyalty, but rather on which companies can match their desired experience at a time of their choosing.

The study further reveals that more than half (56 percent ) of U.S. adults would be at least somewhat likely to switch to another brand or company if it offered more options and channels to connect with them than they were currently using.

Even more, the study displays a staggering percentage of consumers within the 18-44 age group (64 percent) who feel this way, as opposed to those aged 55 or older (45 percent). Needless to say, this shows a major shift among the younger consumer base. Having said that, though, 25 percent of U.S. adults do not feel loyalty toward any particular brand, but rather rely on what brand they need when they need it. This kind of brand transparency may or may not be a detriment.

Perhaps most importantly, 63 percent of U.S. adults agree to the facts that brands that don’t offer options for communication other than the 1-800 number seem outdated or old fashioned.

Paul Jarman, CEO of inContact, explained in a statement, “The survey results are clear: consumers expect more choices and more ways to interact with business today. The smartest companies are quickly adapting to changing consumer behaviors and needs, extending customer service beyond just phone and email to mobile apps, text messaging, chat and social media. At inContact, we believe that offering a personalized customer service experience is at the forefront of success for brands today. We have added significant new features to our own platform to help our users adapt to new channels and new ways of communicating. ”

Bottom line: the survey states that consumers want control of their shopping experience, and companies are at risk of losing customers if they neglect to satisfy customer preferences.