According to new research from digital analytics platform, Quantum Metric, quality customer support is more important than ever, as over half (57%) of Brits have abandoned purchases due to poor or non-existent assistance. Further, the findings reveal growing frustration with automated tools, as 42% of people admit they’re ruder to AI chatbots than they would be to a human.
The new report,‘The support struggle: Bridging the digital divide’ explores Brits’ differing preferences around virtual and in-person customer support and the nation’s top customer service pain points.
When seeking virtual support, frustrations with AI and tech-powered customer support are clear, with 40% of Brits stating they would be willing to pay a monthly fee for human interaction, instead of using self-service and AI tools. What’s more, 54% feel their issues are only properly resolved when they speak to a real person.
When it comes to physical experiences, however, consumers using their own devices and in-store self-service support machines is on the rise. Over three quarters (77%) of consumers prefer to search for answers online rather than ask a staff member in-store, with 44% saying in-store technology has made the overall physical shopping experience more helpful.
Efrat Ravid, Chief Marketing Officer, Quantum Metric, says: “Our latest research highlights the crucial need for brands to optimise both their digital and human-first customer support options, across physical and virtual channels. Poor support doesn’t just frustrate customers, it damages loyalty, which is the foundation of long-term brand success. With 54% of people already holding a negative view of customer service today, businesses need to act now or risk being left behind.”
The biggest cause of frustration for Brits when calling customer support is having to repeat the issue to multiple people (39%), closely followed by waiting too long to talk to someone (37%). For US consumers, the top pain point is being routed through endless automated menus (24%).
Preferences also vary by sector, with 42% of customers trusting in-person contact most when seeking help for banking or insurance. On the other hand, 43% have more confidence in phone support for travel booking problems.