Is the era of reaching out to customer support still prevalent in today's consumer landscape? According to Cogito's findings, for most consumers, it's not a matter of if they contact customer support but rather when, where, and how they choose to engage with support channels.
Cogito sheds light on consumer preferences in interacting with both human agents and AI technologies for managing customer service issues, particularly in the context of the Black Friday and Cyber Monday shopping weekend.
“We are increasingly learning from our customers that 2024 will be about consolidating costs and driving revenue. The first effort to do so is to augment, rather than replace, the agent’s role by integrating AI into existing workflows. It’s validating to see consumers agree with this notion — wanting to keep the human touch in the contact center but with the agent using technology to ensure they’re delivering the best service and CX possible,” said Josh Feast, CEO and co-founder of Cogito.
Over half (53%) of respondents express a preference for engaging with a live agent over the telephone when dealing with complex customer service queries, while only 17% favor using technology such as live chat via a website or mobile app.
Regarding AI interactions, 46% of consumers indicate a preference for speaking to a real human but are comfortable if the agent utilizes AI in the background to enhance the interaction. These results show that human agents shouldn't be replaced, but equipped with tools and data insights, to boost customer service interactions.
Another survey that supports the proper utilization of AI and GenAI in customer service is Cognigy, suggesting that it is vital for the long-term survival of any organization.
The impact of negative interactions
Moreover, 76% of consumers consider a negative customer service experience as a factor influencing their future choices in brand products or services. Among them, 61% express a willingness to explore alternative brands, while 15% assert they would permanently sever ties with the brand. In order to meet the evolving customer expectations, the balance between human and AI interactions is of paramount importance.
In the future of contact centers, it's not about robots taking over but the rise of AI-assisted human interactions. This balanced approach enables customers to get swift issue resolution from knowledgeable agents, and enterprises benefit from cost reduction and increased productivity.
What do consumers want?
Nearly half of consumers (49%) dislike using chatbots during the customer experience, preferring human interaction or citing a perceived lack of understanding. This presents an opportunity for brands to enhance human interactions using technology. Notably, 70% of Boomers avoid chatbots, while 67% of Millennials express enjoyment or interest in using them.
More than half (55%) of respondents believe that expediting issue resolution, achieved through reduced wait times and quicker responses, would significantly enhance their next customer experience. Additionally, 32% prioritize a personalized experience where the agent demonstrates knowledge of their profile, thereby improving their subsequent customer experience.
Half (50%) express a desire for additional contact options, such as live chat, to augment their next customer experience, while another 50% are content with the wait or hold time in their most recent customer service encounter.
Speaking of customer service, Cogito has recently obtained additional funding to enhance its features designed to provide better assistance to contact center agents and enhance overall customer experiences.
