A new consumer survey by Five9 dug deep into customer perceptions of AI and its role in the evolving customer experience. The study investigated consumer sentiment around AI in specific industries, such as holiday shopping, travel, and healthcare.
The key takeaway from the study is that human interaction remains paramount. 75% of respondents prefer talking to a real person for customer support, highlighting the need for brands to strengthen online support channels. This is especially crucial during peak demand periods like open enrollment and holiday seasons.
Balancing AI for efficiency with the human touch is vital to delivering exceptional CX and fostering brand loyalty (40% of consumers cite positive CX as a key loyalty driver). Transparency around how AI and humans work together will maximise customer satisfaction during these high-volume times.
“AI has the power to mitigate customer service frustrations, but it’s the human touch that makes the difference. By using AI to automate transactional and routine tasks, human agents can free up time to focus on more complex issues that require critical thinking and sensitivity,” said Niki Hall, chief marketing officer at Five9.
He added: “As consumer demand and expectations increase this season, brands must prioritize transparency and empathy to build enduring trust and loyalty with consumers.”
Younger generations, particularly Gen Z and Millennials, are more comfortable with AI-powered interactions, including chatbots and virtual agents. They also appreciate the improvement in online self-service, which has increased over the past three years. While they are more open to AI, they prefer human interaction for complex issues. However, they trust information from AI-powered customer service bots and find them helpful and efficient.
The holiday season increases customer queries, particularly in healthcare, retail, and travel industries. Older generations are more likely to associate poor customer experience with decreased brand loyalty.
As AI technology develops, companies need to find a balance between automation and human interaction to ensure optimal customer experiences, especially during peak periods like the holiday season.