CGS Survey Finds Optimal Customer Service Requires a Blended Bot and Human Experience

CGS, a global provider of business applications, enterprise learning and outsourcing services, announced the findings from its 2018 Global Consumer Customer Service Report of more than 500 U.S. and U.K. individuals, ages ranging from 18 to over 65. The survey looked at consumer preferences for customer service engagements, specifically chatbot usage. Despite today’s technology-dependent environment, the results showed that many consumers still prefer human agents to chatbots for their customer service engagements. 

Key findings from the survey include:

• Digital delivers speed, but many consumers still prefer human interactions--Approximately half of all respondents globally stated that they will turn to a chatbot for a quick customer service need, while another 25% will reach out via email or social. Moving beyond a simple customer service request, many consumers still prefer human agents to chatbots (nearly 50% of U.K. respondents and around 40% of U.S. respondents). With AI-powered solutions managing quick service requests, human agents can take a more strategic role in the contact center, focusing on detailed, complex customer inquiries.
• Consumers want personalization with careful data management--
  With today’s customer experience aided by omnichannel accessibility, it’s no surprise that consumer expectations for personalized interactions are high. More than one-third of the respondents expect contact centers to have a full, detailed history of their past interactions when they have corresponded with them more than once. Yet, data security is equally important to these individuals: More than 50% of global respondents are very concerned about how contact centers are managing their data. Contact centers will need to balance the investment in the right solutions with staff training to ensure their customers’ data demands are met.  
• Generations are split on AI-driven service interactions--Many consumers feel that contact centers are moving too quickly to chatbot usage (55% of U.K. respondents and 45% of U.S. respondents). Surprisingly, nearly one-third of those respondents from both regions aged 18-24, felt companies were moving too fast. Contact centers must ensure they are catering to the needs of all generations by offering a blend of human and AI-driven interactions, especially with Gen Z entering their customer base.

To view the findings, see the infographic.

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