USABILLA 2018 REPORT In the Age of Automation ...customer service agents One in 5 customers say they always prefer to interact with humans when engaging with brands 55% USABILLA REPORT:

1USABILLA REPORT: In the Age of Automation, Customers Want More Human, Less Machine

USABILLA 2018 REPORT

In the Age of Automation, Customers Want More Human, Less Machine


Brands are in an arms race to incorporate the most engaging and exciting technology into the customer experience. Increasingly, brands are using tech like AI, AR/VR and chatbots to improve efficiency and create more personalized experiences for customers. This is largely a good thing. But looking forward, brands can’t ignore a critical component: The human element.

Gartner predicts that chatbots will power 85 percent of all

customer service interactions by the year 2020. But is that

consumers really want?

Usabilla surveyed 1,000 customers across generations to

understand how brands are striking the balance between

man and machine, and what customers expect

going forward.

The report revealed that, despite misconceptions of robots

taking over, consumers across generations crave human

interaction when engaging with brands. What’s more,

they don’t expect nor want technology to replace real

people. It’s true consumers are open-minded about

using tech like chatbots that save time and make life

easier. But they still trust humans to help solve more

complex problems and make experiences — whether

shopping at a retailer, filling a prescription or making

a bank deposit — more enjoyable.

85%Gartner predicts that chatbots will power 85 percent

of all customer service interactions by the year 2020

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The survey revealed that consumers are largely

content with current technology. When asked if brands

were creating enough opportunities to eliminate

human interaction, 66 percent said “yes.” And of total

respondents, almost one in five (18 percent) of customers

say they ALWAYS prefer to interact with humans when

engaging with brands, regardless of the circumstance.

So how do customers prefer to interact with brands?

While it might be surprising, most (55 percent) report they

THE TAKEAWAYS

Shoppers want a little less automation, a little more human interaction

Brands across verticals are looking to wow customers with new technology — and that’s a good impulse. But in many ways, they’ve already satisfied customers with their tech offerings. In fact, customers actually want more opportunities to connect with real human beings, rather than technology.

of customers report report they

prefer speaking with human

customer service agents

One in 5customers say they always prefer to interact

with humans when engaging with brands

55%



prefer speaking with human customer service agents over

the phone. And despite a common misconception that

younger shoppers hate doing so, preferring to talk on the

phone was fairly consistent across generations, with the

baby boomers and the Silent Generation skewing slightly

higher (62 and 67 percent, respectively).

Supporting these findings, the data also shows that,

when faced with the dreaded phone-tree, 73 percent of

shoppers skip the robo-call, often pressing “O” to reach

a human first.

In some cases, consumers would prefer to talk to

humans even if technology would be more efficient.

Forty-six percent of all respondents would still choose

human interaction over a chatbot even if the latter saved

them 10 minutes. This skewed even higher for younger

generations (60 percent for Generation Z and 50 percent

for millennials), suggesting that the digital natives might

have a case of tech fatigue.

Where are these numbers coming from? It’s clear that

customers crave human connection.

When asked why they’d choose a human over a chatbot,

“I want to connect with a real human who can understand

my problem” emerged as the top reason (with 43 percent

reporting this) — over concerns like efficiency, data

security and more.

With that in mind, brands need to focus on creating more

opportunities for consumers to engage with real human

beings through the entire customer experience. That

might entail more customer service representatives, better

training for representatives or more options for customers

to interact with real people along the customer journey.

of shoppers skip the

robo-call pressing “O”

to reach a human first

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In fact, 70 percent have used chatbots already, and of

those who haven’t, 60 percent would feel comfortable

doing so.

Additionally, 52 percent of shoppers have positive feelings

toward tech development as it relates to AI. And while

some brands may have perceptions that chatbots might

scare off customers because of “creepiness,” this is

unwarranted. Less than 1 percent of respondents

reported they’d choose a human representative over

a chatbot because they are “creeped out” by chatbots.

In other words, customers aren’t turned off by tech —

brands just need to know when and how to implement

it. In general, customers prefer to use online tech

(like chatbots) when it increases efficiency.

For example, customers mainly want to use chatbots

when solving simple problems. When asked why they’d

prefer using a chatbot over speaking with a person,

36 percent of consumers report they’d do so when they

have a simple request, question or issue that doesn’t

need a human touch.

THE TAKEAWAYS

Online tech should increase efficiency first and foremost

It’s true that customers want more opportunities for human interaction. But it’s not that consumers aren’t open-minded to using technology — even AI solutions like chatbots.

of consumers report they’d prefer to use a chatbot over speaking with a person when they have a simple request, question or issue

36%


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Additionally, 35 percent of customers report the number

one reason they’d use a chatbot would be to save time.

And 54 percent of respondents said they would always

choose a chatbot over a human customer service rep if

it saved them 10 minutes.

The takeaway? Online tech should primarily make routine

experiences (like transactions) more efficient. The human

element is still largely what not only leads to memorable

experiences. And, consumers view humans as better

equipped to handle more complex issues. With that in

mind, rely on tech to simplify and streamline interactions.

of respondents said they would always choose a chatbot over a human customer service rep if it saved them 10 minutes

54%

6


Almost nine out of ten customers (87 percent) report

they are satisfied or very satisfied with their ability to

solve problems/answer questions on their own by using

a brand’s website.

For many, FAQ sections are the front line of defense when

dealing with issues. Seventy percent of respondents report

they “often” or “very often” use brand FAQ sections to

seek information, with 74 percent regarding their last visit

as “helpful” or “very helpful.”

THE TAKEAWAYS

Bolster independent online experiences with human support

Unsurprisingly, the report reveals that customers DO want independent experiences. Obviously, your CX should be as seamless as possible, and no one wants to chat with a customer service rep every time they want to complete a simple transaction or task. But the good news for brands? You’re succeeding.

7

Time is the most valuable thing a person can have

because it can’t be brought back. With the number of

options out there today, consumers like to have the

fastest and easiest experience possible when dealing with

businesses. Consistently across verticals, customers expect

to accomplish the most simple tasks independently.

Almost nine out of ten customers (87 percent) are satisfied with their ability to solve problems on their own

87%


Banks

83% Check account balance

74% Review recent transaction

66% Update personal information like phone number, home address

Here are the top tasks customers expect to do without human assistance:

Here’s where customers were least likely to report they expect to get things done on their own:

Healthcare Providers

68% Update personal information

59% Provide feedback

51% Schedule/reschedule appointments

Online Retailers

75% Update home address

72% Update payment information

68% Change/cancel orders


Hospitality/Travel Brand

64% Update payment information

63% Schedule/reschedule flight


Banks

17% Report fraudulent bank activity

19% Dispute an account charge

Healthcare Providers

22% Change or update prescription

31% Request a new prescription

Online Retailers

27% Resolve an issue with my order

Hospitality/Travel Brand

22% Resolve an issue with my reservation

34% Request services like room service, fresh towels, etc.



And while many consumers are more than willing to hop

on the phone with a rep, they expect excellent service if

they’re doing so. The report revealed that brands need to

step up their customer service game: When asked where

brands could improve, 40 percent wanted better training

for customer service reps, while 31 percent want faster

customer service.

If a customer can’t accomplish a task independently,

brands need to make sure they have the best, most

efficient experience possible when asking for help. For

brands, the stakes are high: 82 percent of consumers

report that just one poor experience with a brand will

decrease the likelihood that they will recommend the

brand to others.

31%

40%want better training for customer service reps

want faster customer service to improve


We learned where consumers expect independent experiences — now let’s see how brands align with expectations.

We asked how easy it is for customers to accomplish tasks independently. And for the most

part, brands are satisfying consumers. Look below to see how brands from various industries

measure up.

Each task was measured from a scale of one to five, with one being the easiest and five being

the most difficult.

THE TAKEAWAYS

Ease of Use Benchmarks

Very Easy Easy Neutral Difficult Very Difficult N/A

10


Dispute an Account Change or Transaction 2.6

Report a Card Lost or Stolen 1.9

Change Credit Card Information 1.8

Provide Feedback on Your Experience 1.3

Update Personal Information 1.2

Review Recent Transactions 1.0

Check an Account Balance .9

Banks Ease of Use Benchmarks

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41% 32% 17% 4% 2% 5%

21% 27% 21% 13% 4% 15%

21% 22% 21% 12% 5% 19%

34% 33% 15% 6% 3% 8%

67% 23% 6% 2% 1% 1%

63% 24% 7% 4% 1% 1%

16% 16% 21% 19% 11% 17%



Resolve an Issue with My Reservation 3.0

Change Rooms/Seating 2.7

Request Special Accommodations or Upgrades 2.6

Request Services (Room Service, Fresh Towels, Etc.) 2.5

Schedule or Reschedule a Reservation/Flight 2.2

Update Payment Information 2.0


30% 35% 16.8% 6% 2% 12%

16% 22% 24% 18% 4% 16%

18% 23% 25% 11% 4% 19%

30% 30% 17% 9% 3% 11%

16% 25% 25% 14% 4% 16%

13% 16% 22% 19% 11% 19%

36% 30% 15% 5% 2% 13%

Hospitality/Travel Brands Ease of Use Benchmarks

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Change/Update Prescription 2.9

Request or Change a Prescription 2.9

Access Health Records or Test Results 2.6

Schedule or Reschedule an Appointment 2.5

Update Personal Information 2.0


22% 26% 19% 16% 6% 11%

15% 19% 20% 18% 11% 18%

36% 31% 14% 7% 4% 8%

14% 18% 21% 17% 11% 19%

37% 30% 15% 6% 4% 8%

21% 26% 19% 15% 9% 11%

Healthcare Providers Ease of Use Benchmarks

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58% 28% 9% 2% 1% 2%

Resolve an Issue With My Order 2.7

Change or Cancel an Order 2.o

Update Payment Information 1.8


Update a Home or Shipping Address 1.7

Purchase a Product or Service 1.6

49% 34% 11% 3% 1% 3%

37% 32% 14% 8% 3% 6%

47% 29% 13% 3% 2% 6%

46% 33% 13% 3% 2% 4%

21% 19% 23% 18% 10% 10%

Online RetailEase of Use Benchmarks


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As the charts reveal, brands across verticals are in large part maintaining independent, easy experiences for consumers. Banks come out on top with consistently providing “very easy” experiences for their users, while healthcare providers and hospitality brands have a little room for improvement.

While brands should continue to make it as easy as possible for consumers to operate on their own, they are in a

good place. This only reinforces the need for brands to focus their efforts on the human element, when

flying solo isn’t always enough.



There are real consequences for brands that get self-service wrong: Loss of customers, negative

social reviews, and diminishing brand reputation. Usabilla’s prior research has reinforced this:

74 percent of customers that report High Customer Effort Scores (CES) said they would stop

doing business entirely because of the bad experience. Additionally, the data shows that

customers are likely to abandon brands that don’t put effort into their needs or resolving

recurring issues.

WIth that in mind, brands need to balance innovation and human interaction. While you may

be in good shape when it comes to enabling independent experiences, you can’t rest on your

laurels. Future-proof your brand by going above and beyond consumer expectations. That

means striving to keep experiences as effortless as possible for your consumers, while still

ensuring that human interaction can enrich each touchpoint when necessary.

Brands need to meet expectations and “future-proof” expectations

CONCLUSION

of customers that report High Customer Effort Scores (CES)

said they would stop doing business entirely because

of the bad experience

74%



About Usabilla

Usabilla helps brands like HP, Philips, Booking.com, Lufthansa, KLM, Transavia and The Economist to improve the performance of their websites, apps and emails with live user feedback. Our clients utilize our software to stop guessing what users want, and start listening to what they need.

Headquartered in Amsterdam, Usabilla was founded with the belief that continuous user feedback is

the key to any successful website, product or service. Over 20,000 clients worldwide use our Voice of

Customer solutions to improve user experience, increase conversions and boost customer satisfaction.

Methodology

In August 2018, Usabilla surveyed 1,000 U.S. consumers who have used any customer service options (e.g.

FAQ section, chatbot, automated options) that allowed them to completely avoid human interaction for a

given customer service issue. Usabilla surveyed customers evenly divided across five age groups: 18-21, 22-

37, 38-52, 53-72, and 72+.

Documents

USABILLA 2018 REPORT In the Age of Automation ...customer service agents One in 5 customers say they always prefer to interact with humans when engaging with brands 55% USABILLA REPORT: