Increasingly, non-human customer services are being rejected by customers, and want businesses to bring in human elements in the times of crisis – says a survey
Amid the current stressful situations, people are experiencing frustrating customer service experiences – multiple robotic voices. A large number is now seeking to reach out to a human representative. Customers are tired of the proliferation of automated responses and digital platforms, according to a new study by CGS. The report titled “2020 CGS Customer Services Preference in Times of Distress Survey” talks about the service preferences during criticality and how consumers are worried about organizations’ data privacy policies.
Due to the widespread lockdown, more companies are turning to chatbots, which leads to the absence of brands’ human touch. Researchers from CGS have surveyed over 2,000 consumers from the US and UK to understand how people are feeling about the recent customer service interactions. Increasingly, people are seeking sensible operators who can actually help to solve their problems.
The majority of respondents noted that they turn to the phone for instant help when looking for a solution to the problems. More live chats, emails, direct messages, and social media are some of the channels that customers are highly operating these days. Nearly 40% of the UK consumers reported that one of the keys to a satisfied customer service interaction was – the choice to speak and discuss concerns with a human representative. Similarly, about 38% of US respondents feel the same way. Again, both the respondents were equal at another instance, with 44% – noting that they want companies to be open about standard ways to connect with a human assistant.
As stated in the study, “It makes sense why, of the respondents who were disappointed by a brand over the past year—28.1% of US and 23.6% of UK consumers; chalk this up to not being able to reach a human agent. And, just over 17% of US and UK consumers were disappointed in the inability of chatbots to resolve their issues.” Even after reaching out to a human agent, about 37.5% of people in the US and 30.3% of the people in the UK feel that interacting with a cooperative agent is another vital factor for happy customer service. And, about 1/5 of US and UK respondents said that they don’t want to hear the voice at the other end of the line repeat the same information multiple times.
As per Phil Friedman, CEO and President at CGS, “While good customer service is desired in any circumstance, during a disruption it becomes paramount…Good service isn’t just good for the consumer, and it’s beneficial to the brand in the long term.” This study has revealed the increasing need and demand for personalization while balancing the data privacy of the customers. People want the government’s oversight to protect the data – with more than 60% of the UK and 30% of US consumers. He also mentioned, “As we close in on the one-year anniversary of GDPR, it’s no surprise that the UK market is hypersensitive to the benefits of privacy regulations.”
Clearly, people are sensitive about their personal data and, this is one of the reasons why they prefer to connect with human agents with the ongoing service process – precisely, during such a widespread crisis period.