STARTEK Survey Confirms Chatbots, AI Not the End of Call Center Human Interactions
September 26 2017 - 9:00AM
Business Wire
Research shows digital-first lifestyle
Millennials want to interact with humans too
The trend to solely employ digital or automated tools may
backfire as consumers are drawn to companies who offer customer
service representatives – particularly when resolving a product or
service dispute, according to a new survey sponsored by STARTEK
(NYSE: SRT), the Colorado-based business process services firm.
[Download the survey report]
Although the findings show a high degree of satisfaction for
digital channels such as chatbots and artificial intelligence (AI)
associated with routine inquiries such as an account balance,
research clearly indicates that consumers are willing to invest
more of their time to talk to an agent who cares about them and who
can offer insight into resolving their issue.
Dr. James Keaten, chief science officer at STARTEK, said
consumers prefer customer service representatives because
conversations are much more than the simple exchange of
information, serving a broader need, including:
- Serving as our advocates by
anticipating our needs and acting on our behalf;
- Reassuring us about our choices, such
as our role in resolving a technology problem, the merits of a
purchase, or the implications of a common mistake; and
- Allowing two individuals to make sense
of a recent experience by choosing to tell their stories and engage
in rapport building.
“The survey results validate that humans continue to be the
essential component of customer service,” said Dr. Keaten. “To meet
consumer expectations, it takes a trained human. In fact, the more
digital channels there are, the more humans are needed to manage
the process.”
Customers Prefer Interacting with Humans Regardless of
Channel
A majority of respondents (85%) said they prefer a customer
service representative versus a chatbot/AI or IVR experience. While
the results were consistent across all age groups and demographics,
the survey does not dispel the allure of digital channels
altogether, however. The STARTEK survey confirms that consumers are
comfortable with digital channels for customer service and in using
more than one channel at a time. For instance, when asked what
method or methods of communication consumers used most recently to
initiate customer service contact with a company, email was used by
24% of respondents, online chat was used by 22%, and social media
communications (Twitter and Facebook) were used by 11% of
respondents – not necessarily as their first choice but because
brands could be making online options the only alternative.
Only a Human Can Care
When asked to choose what their ideal customer service
interaction would look like, 57 percent of respondents want to
speak with “an individual who cares about me personally and both
answers my questions as well as offers insights.”
Keaten said that companies offering customer care have to ask,
“What does human connection provide that technology lacks?
“When consumers interact with self-service technologies, no
connection happens. Software can’t express true human empathy.
These results show that when there’s an issue, consumers prefer to
interact with a human who cares about them and cares about
resolving the issue, even if it takes longer. Sixty-six percent
said they would rather speak with a human to resolve their issue
even if it would take a little longer.”
Millennials Want to Interact with Humans, Too
Much has been reported about Millennials and their digital-first
lifestyles and preferences. So one might assume that interacting
with a human might not be as important to Millennials as other age
groups. The survey found that they actually prefer interacting with
a human who cares. In the millennial age group (18 to 34 years), an
astounding 76 percent preferred to speak with a human. A slightly
higher percentage was reported by the 35 to 54 year old group at 82
percent, while 91 percent of the 55 and over consumers in the
survey preferred human interaction.
About the Survey
In April and May of 2017, STARTEK engaged a third-party research
firm to conduct a survey of 500 U.S. consumers 18 years of age or
older who had contacted either customer service or technical
support at one or more companies within the previous 12 months.
Survey respondents reported interactions with companies in retail,
healthcare, cable and media, financial services, technology,
telecommunications, and energy and utilities.
About STARTEK
STARTEK specializes in orchestrating the ideal customer
experience at the point of conversation between brands and their
customers. Utilizing the STARTEK Advantage System and powered by
the science of dialogue, our customer engagement specialists and
communication scientists understand the human component of the
contact center better than anyone. Our omnichannel engagement
solutions have helped countless brands, including JD Power
award-winning companies, connect emotionally, solve issues, and
improve net promoter scores. Whether engaging on the phone, online,
in person, in your contact center or in ours, STARTEK can help you
turn your strong customer relationships into unbreakable ones.
Because the outcome of every customer engagement matters. For more
information, visit http://www.startek.com/.
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For STARTEKKevin Lightfoot,
214-695-1169Kevin@adhocCR.com
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