In a recent survey conducted by IntelliResponse, customers chose efficiency over personalization. Of the 1,000 US online consumers who were surveyed, 59% said they want a transactional relationship in which they receive efficient service (versus 24% who want a friendship, in which they get personalized service).

As the customer service ecosystem continues to evolve, survey results such as these cause us to pause and consider if our priorities match our customers’ priorities.