Many businesses face the dilemma of delivering fast customer service or the right support. Customers think they shouldn’t have to choose. New research from contact centre solutions provider Cirrus shows that long wait times, vague responses, and endless transfers push customers away. While the results won’t surprise CX professionals, the data suggests businesses need to keep their customers happy, or else.
A survey of 2,000 UK adults highlights a growing generational and regional divide in service preferences, with older customers demanding faster resolutions and urban customers more open to AI and self-service solutions. The challenge for businesses? Striking the right balance and creating a service experience that works for everyone.
Many businesses turn to AI and automation to fix these issues, but technology only works when it removes barriers, not creates them. Speed means nothing if customers are stuck in chatbot loops or can’t reach the right person when they need to.
Key insights for customer service leaders
Customers won’t wait, especially older ones. Those aged 65+ are 60% more likely than Gen Z to demand quick resolutions (61% vs. 38%). With 75% of older customers saying they would leave due to long wait times.
Fast or friendly? The customer service dilemma. Customers want quick answers, but not at the expense of feeling valued. While only 38% of younger consumers (18-24) prioritise speed, 75% of over-65s just want real conversations.
Getting passed around is a relationship killer. Some 61% of customers say being transferred multiple times frustrates them the most. 74% of older customers say this is a red line, compared to 51% of younger customers.
Unclear responses drive customers away: Around 73% of customers aged 65+ say unclear or unhelpful responses would make them leave, compared to 60% of younger customers.
London is embracing AI and self-service. Londoners are 19% less likely than other regions to reject AI-led interactions and 63% more likely to prefer self-service (18% vs. 11%).
Wait times are a loyalty killer. 66% of customers will leave a business over long wait times, with older customers 31% more likely than younger ones to walk away (75% vs. 57%).
Technology should fix problems, not create new ones
The findings are clear: CX leaders need to move past one-size-fits-all strategies. AI and automation should be working to cut wait times, eliminate bottlenecks, and make every
interaction effortless. “The real challenge isn’t AI vs. humans—it’s making AI work for both customers and agents. Get it right, and you speed up resolutions, improve service, and keep customers loyal. Get it wrong, and slow responses, vague answers, and endless transfers will drive them away—fast.” said Jason Roos, CEO of Cirrus.
What this means for the contact centre industry With different generations and regions expecting different service experiences, CX leaders must move beyond reactive strategies and invest in AI-driven personalisation and journey orchestration. The right tools give agents instant access to insights, reduce handling time, and ensure customers get what they need—without the frustration. It’s not about choosing between speed and support—it’s about making sure customers never have to.