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Leveraging artificial intelligence in call centers report

A Closer Look's Latest Report Reveals the Delicate Balance of AI and Human Touch in Call Centers

New study provides critical insights for businesses seeking to optimize customer service through strategic AI implementation while preserving essential human interaction

A Closer Look, a leading market research firm, has released its latest report titled “Striking the Balance: Leveraging AI in Call Centers While Maintaining the Human Touch.” This comprehensive study offers businesses crucial insights into customer perceptions and preferences regarding AI in customer service, providing a roadmap for successful integration of AI technologies while preserving the valued human element. 

Based on a survey of 1,709 consumers, the report reveals key findings about AI in customer service: 

  • 50% of respondents have a more negative opinion of companies that use AI instead of humans for customer service, highlighting the importance of maintaining human interaction.

  • 61% of respondents believe AI customer service interactions are less efficient than those with human representatives, indicating a need for improved AI systems.

  • 77% of respondents think AI does not understand the nuances of their requests as well as human representatives, emphasizing the importance of advanced AI technologies.

  • Channel preferences vary, with respondents more comfortable with AI for web chats and SMS/text messages, but strongly preferring human representatives for phone calls.

  • 86% of respondents prefer to interact with a human representative when given the choice, underscoring the enduring value of human interaction.

“Our research shows some of the pitfalls already occurring with AI implementations and the negative sentiments they cause.” said Chris Gillen, CEO of A Closer Look. “While AI offers significant benefits, businesses must carefully measure the customer experience before, during, and after they integrate these technologies to avoid detracting from the human touch that customers value deeply and to mitigate the risk of reputation damage.” 

The report provides actionable recommendations for businesses, including: 

  • Strategically allocating AI to channels where customers are more receptive
  • Ensuring seamless escalation from AI to human representatives when needed if brands are unable to invest in advanced AI systems capable of understanding context and nuance
  • Empowering human agents to handle complex issues and provide empathetic support
  • Regularly collecting and acting on customer feedback about AI interactions

“Look, we all know AI can make things faster and cheaper. But our study shows that customers still crave that human connection,” added Gillen. “The key is to use AI where it makes sense but keep a close eye on how customers feel about it. Are they happier? More frustrated? Companies need to constantly check in and adjust. Get it right, and you’ll have both efficient operations and loyal customers who feel truly cared for.”

The full report, “Striking the Balance: Leveraging AI in Call Centers While Maintaining the Human Touch,” is available for free download.

About A Closer Look

For more than 25 years, A Closer Look’s unwavering mission has been to elevate the customer experience to unprecedented heights, which it does by empowering brands with deep audience insights and research. ACL is driven by a passion to evolve brands beyond mere price-driven loyalty by aligning brand, product, and messaging to meet genuine customer needs, building authentic and enduring brand loyalty centered around customer values.

A renowned customer experience research firm dedicated to providing invaluable insights to organizations across various industries, ACL delivers objective and data-driven research that empowers businesses to make informed decisions and drive meaningful improvements.

Contact:
Chris Gillen
CEO
A Closer Look
(888)446-5665