Almost half of consumers say they have suffered poor service over the last year
Some 61% of survey respondents said they would rather speak to a human being than a chatbot
Almost half of consumers say they have suffered poor customer service over the last year, with many wanting more “human” support from brands, a survey has found.
One in six consumers (15%) believe customer service standards have declined in the past year, according to the study for reviews site Trustpilot.
Poor product quality and call centre experiences are the UK’s biggest customer service bugbears that would lead them to write a negative review, the poll found.
The Trustpilot research reveals that UK service standards are inconsistent, with differences in the quality of service being offered across the UK
The study also found that consumers are turning away from AI and automation, and instead value timely responses to queries (54%), being able to speak to a human rather than a chatbot (51%) and getting products or services on time (45%).
More than six in 10 (61%) say that being able to speak to a human rather than a chatbot is something they would like to see more of this year, while a quarter (26%) would like to receive a more personalised service.
On average, it took 2.3 poor experiences for a customer to share their frustrations with a firm.
Consumers said they wanted quicker responses to their queries (35%), consistent delivery updates (30%), and to receive “empathy and understanding” from customer service agents (26%).
Just one in 10 (10%) said that they would like to see an increased use of AI within customer service.
Kate Delaney, vice president of marketing at Trustpilot, said:
“Customers are a critical part to any business, whatever the sector – if you don’t have a happy customer, you can’t grow a successful business. That’s why customer service is so key, and customers are ready to share their unique experiences via reviews, both positive and negative.
“Our research reveals that UK service standards are inconsistent, with differences in the quality of service being offered across the UK.
“With this in mind, it’s time for businesses to take note and look to build back trust through human, empathetic, and communicative customer service.”
Commenting on the research Iain Banks, Ventrica CEO, said,
“The decline in customer experience noted by the Trustpilot survey reflects a wider trend: many brands are handing over customer interactions to AI agents. Klarna, for instance, recently replaced 700 of its service staff with AI, only to later regret the decision.
No matter how advanced technologies become, nothing can replace human connection and empathy. When customers reach out to brands with charged emotions about products or services that underdelivered, they expect to be met with sympathy and rapid solutions. Humans are needed to interpret this context and adapt.
Yet, offering a positive experience is also dependent on speed of delivery, and this is where AI can be transformational. With proper training, AI can help streamline service delivery. For example, it can improve customer service by summarising all interactions and touchpoints, enabling agents to quickly understand the full history of prior conversations. Ultimately, the future isn’t about replacing people with machines, but about AI and humans working together to deliver faster, more personalised service. Get that balance right, and brands can achieve both efficiency and empathy.
Trustpilot began in 2007 with a simple yet powerful idea that is more relevant today than ever — to be the universal symbol of trust, bringing consumers and businesses together through reviews.
Trustpilot is open, independent, and impartial — we help consumers make the right choices and businesses to build trust, grow and improve.
For additional information on Trustpilot visit their Website
Mortar Research surveyed 2,029 UK adults between May 13-15.
