Dive Brief:
- CX is make or break for customer loyalty — 4 in 5 consumers say they will make another purchase after an amazing experience, while the same rate will switch to a competitor after a terrible experience, according to a survey released last week by Verint.
- The top reason for remaining loyal to a company is quality products or services, followed by exceptional customer service, according to the survey of 5,000 respondents.
- Mixed attitudes to AI is complicating matters in customer service: 61% of consumers say they prefer live agents, up 5% year over year. However, among those consumers, more than two-thirds say they would switch to automated service if it was capable of solving their issue.
Dive Insight:
Companies are tasked with striking the right balance between live support and AI-powered automation at a time when rising customer expectations mean little patience for poor experiences.
The number of customers who say their expectations have increased over the past 12 months is 42%, up from 36% in 2025, according to Verint.
Customer service is one area where brands are failing to keep up. The survey found that 51% of consumers say companies are failing to meet their expectations, up from 46% in 2025.
Customers are used to AI granting instant access to information in their everyday lives, and they expect the same amount of responsiveness from customer service, according to Verint. However, they also want reassurance that live, human support is available when they need it.
“The balance between automated self-service and human agents is more nuanced than it first appears, and so are the capabilities required to get it right,” Verint wrote in the report.
Research has found that consumers find benefits from automation and human support. For example, even though the vast majority of consumers rank the phone as their top customer service channel, three-quarters still prefer to try self-service before making a call, according to ServiceNow research from last month.
Consumers may not have reason to worry about loss of the human touch. AI isn’t replacing customer service agents on a wide scale, according to Eric Keller, senior director analyst in Gartner’s customer service practice. However, companies are struggling to take advantage of AI-supported workflows — the technology is saving time, but many teams are unable to capture its value.
Consumers agree there is a place for AI in customer service, with 79% saying the technology provides at least one customer service benefit, such as improved resolution speed. The key for businesses is finding the right application that benefits both the customer and the business.
