A recent study by ServiceNow has revealed that the majority of UK consumers are actively seeking ways to avoid automated customer service systems, with 77% looking up tips and ‘hacks’ online to bypass chatbots and connect directly with human representatives.
The research, part of ServiceNow’s Consumer Voice Report 2024, highlights a growing trend among consumers who prefer human interaction over automated systems. According to the study, 75% of consumers deliberately press no buttons when navigating phone menus, hoping this will lead them to a live customer service representative. This behaviour is indicative of a broader frustration with automated customer service solutions, particularly chatbots.
Furthermore, 73% of consumers are turning to friends and family for advice on how to avoid these automated systems, showcasing the extent to which people are willing to go to speak with a human. The desire to bypass chatbots is so prevalent that nearly half (49%) of respondents have shared their strategies online, contributing to a collective effort to circumvent automated responses.
Balancing Automation with Human Interaction
Simon Morris, VP of Solution Consulting at ServiceNow, commented on the findings: “This research and the very existence of these ‘hacks’ reveal that businesses have yet to figure out how to get their customer experience right. Automation is here to enhance customer service and help increase both customers and agents’ satisfaction. For this to happen though, companies must get the right mixture of ‘high-tech’ and ‘high-touch’, one where AI and workforce work hand in hand rather than compete.”
Morris’s remarks underscore the challenge businesses face in balancing automation with the need for personal interaction. While automation has the potential to streamline customer service processes and improve efficiency, it appears that many consumers still value the ability to speak with a human, particularly when dealing with more complex issues.
Consumer Preferences and Loyalty Concerns
The study also sheds light on broader issues related to consumer loyalty and expectations. A significant 85% of consumers want a variety of customer service options, ranging from chatbots to phone calls and emails. However, there is a strong preference for human interaction when resolving problems, with 39% of consumers opting to speak with a customer service representative over the phone.
Additionally, the research indicates that 40% of consumers are concerned about the impact of AI on job security, preferring not to deal solely with automated systems. This sentiment reflects a broader unease about the increasing role of AI in customer service and its potential consequences for employment.
The Demand for 24/7 Customer Support
The report also highlights a growing demand for round-the-clock customer service. Two-fifths (39%) of consumers expect businesses to offer 24/7 support within the next year, with the majority anticipating this shift within the next decade. This presents an opportunity for businesses to invest in rapid, intelligent technologies that can meet the demand for continuous customer service while still providing the option for human interaction.
The findings from ServiceNow’s research suggest that while automation is a valuable tool for enhancing customer service, businesses must carefully balance its use with the need for human interaction to maintain consumer trust and satisfaction.
