Why Service Automation Is Falling Short and How to Fix It [Free Report]

The goal of service automation is to create a consistent and positive customer experience at scale. According to our latest survey, however, the majority of brands have yet to make this a reality. The problem isn’t from a lack of making these services available – it’s a matter of ineffectively designing and deploying automation. Consumers overwhelmingly view these attempts at service automation as a source of friction, frustration, and failure.

In High-Stress Moments, Human Connection is Key

In an age where technology is rapidly changing the way we live and interact with the world, it's no surprise that people are still hesitant to put their trust in machines. When it comes to something as personal as customer service, people want to know that they can speak to a real person who will be able to understand and empathize with their situation.

This is reflected in the findings of a recent survey, which showed that phone calls and live chat are still seen as the best channels for fast resolutions and good customer experiences. In contrast, self-service channels such as automated phone systems and FAQ sections are viewed as less reliable and helpful. It seems that people still crave the human touch, even in an increasingly digital world.

Most Automation Is Contributing To Bad CX, Not Solving It

Our study of consumers looked at their customer service experiences with brands over the period of July 2021 to July 2022. We asked about both automated and human-assisted interactions and, to no surprise, saw that automation technologies are becoming more and more commonplace. 

For example, 78% of the consumers we surveyed had engaged with a chatbot in the 12 months preceding our study. But, is this increased prevalence of automated service offerings (and therefore increasing investments made by businesses), paying off? The consumers in our study would say, “not yet,” as their interactions with automation were often described as anything but helpful or intelligent.

Solving Service Friction Points Can Deliver Significant Value

Most businesses don't intend for automation to fail, but that's where many brands find themselves right now. The solution isn't to stop automating - it's to more intentionally understand, design, and learn from how automation is creating and delivering value or not.

The consumers in our study were clear on the ways in which they're looking for businesses to deliver a greater positive impact on their overall experience. Seventy-three percent of consumers believe that having a brand solve their problem on the first contact would have a significant or very significant impact on their experience with that brand. In other words, businesses need to be more intentional about how they're using automation if they want to provide a positive customer experience. Otherwise, they risk becoming just another source of frustration for their customers.

How to Use Automation the Right Way

Our study found that 73% of consumers think that the ability to speak to a live agent when chatbots cannot solve their problem would have a significant or very significant impact on their experience with that brand. This suggests that businesses need to be prepared to offer assistance to consumers when self-service options are not able to meet their needs.

Ready to learn how to use automation in ways that increase customer loyalty, rather than hurt it?

Download our new Executive Insights Report: Self-Service, Self-Sabotage to see the rest of the surprising findings of our study – and learn how to avoid self-service pitfalls.