Capterra Research (credit image/Pixabay/snehaltechnotery)Research by Capterra UK found phone-based customer service with human agents to be the most popular for customers. The report suggests, AI-powered customer service tools such as chatbots are yet to make a breakthrough. Receiving customer support via the phone was voted as the top choice by 42% of the 1000+ surveyed customers. 89% of all respondents expressed their preference for a human voice over a synthetic one. The main advantage of phone calls identified by 74% of customers was that they allow them to explain themselves and ask more questions.

Live chats with human agents came a close second

While the phone was the number one customer support option for almost half of the respondents, 79% stated that the downside of calling was being stuck in a queue. This could explain why the second most popular method (voted by 39%) was communicating with a human agent via live chat on apps such as WhatsApp.

More than half (52%) said they liked live chat because of its flexibility in terms of availability and hours. 54% were concerned the live chat gave unclear explanations or miscommunication that can get in the way of their conversations.

AI-powered chatbots have a long way to go

With customers valuing the human touch, the results suggest that the UK is far from fully embracing AI-powered customer support tools such as chatbots. Only 3% choose this option as their top channel for help. When asked to explain their disadvantages, 62% said chatbots couldn’t solve complex or specific issues. 50% said they generated frustration by being repetitive and running in circles.

(credit image/Pixabay/Eduardo Garcia Rodriguez)
Content Analyst for Capterra UK, Eduardo Garcia Rodriguez

Content Analyst for Capterra UK, Eduardo Garcia Rodriguez says, “AI technologies have the potential to enhance the customer experience. However, businesses need to ensure different consumer demands are met. Asking for feedback from their customers will help them to improve their services. Furthermore, find ways to leverage these technologies to their full potential and develop a stronger, more personalised customer experience.”

Enterprise Times: What this means for business.

Businesses understand that brand loyalty and customer satisfaction are intertwined. However, as customer demands evolve, companies need to keep up with consumer preferences to foster loyalty. Employing technology such as customer service tools can assist with building customer relationships. With the current economic uncertainty, it is more important than ever for enterprises to put good customer service first.

Capterra UK findings are interesting. The research revealed three-in-ten customers stuck to a brand that gave good customer support, even when cheaper competition existed. Companies such as Waitrose and Marks & Spencer have built their whole brand perception on customer service. New technologies are increasingly stepping in to automate customer care and deliver 24/7 services. However, what preferences do consumers have when it comes to customer support and help desk services? To fully leverage these solutions, enterprises must understand what consumers want. Furthermore, what platforms are the most appropriate for providing support to their customers.


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