UK consumers uncertain about AI's impact on customer service

Less than one in three UK consumers believe that artificial intelligence (AI) will have a positive impact on customer service, according to recent research conducted by the Call Centre Management Association (CCMA) and supported by Odigo, a leading Contact Centre-as-a-Service (CCaaS) provider. The study, which surveyed 2,000 UK consumers, offers insight into public sentiment regarding the role of AI in customer service environments.

Despite the integration of Generative AI (GenAI) technologies like ChatGPT into everyday life over the past two years, 37% of respondents remain undecided about whether AI’s impact is ultimately beneficial or harmful. This wavering public sentiment seems tied to the continually evolving discourse on both the advantages and potential risks of AI.

In the context of customer service, the findings reveal a mixed perspective. While industry professionals are enthusiastic about the potential advantages of AI, only 32% of consumers identified AI's capacity to assist human advisors as a benefit. A notable 27% of respondents did not choose any of the six options presented as potential positive impacts. This reluctance may stem from the complex narrative around AI's role, with media portrayals amplifying both its possibilities and pitfalls.

Contrastingly, consumers were more adept at pinpointing potential risks associated with AI. Five out of six potential hazards were recognised by more participants than the top-rated benefit of AI. Interestingly, only 16% of the surveyed group did not opt for any of the identified threats, in comparison to the 27% who overlooked the positive aspects. This trend underscores a pressing need for increased public education regarding AI's advantages, such as expediting customer support services.

Leigh Hopwood, CEO of the CCMA, remarked: “Unsurprisingly, sentiment around AI deployment in customer service reflects much of the wider public discourse on the topic. The risks are more salient than the benefits, and consumers worry about losing the human touch. Inevitably, our own contact centre colleagues will share similar concerns, especially when it comes to the fear of it having a negative impact on their roles. The onus is on our industry to make informed decisions about AI and to reassure both colleagues in the contact centre and customers.”

Despite some scepticism, there are areas where AI is gaining traction. Some 39% of respondents believe that chatbots are improving, as opposed to 18% who think they are worsening. This indicates a cautious optimism toward certain AI applications, though the overall impact of past poor experiences continues to dampen consumer willingness to embrace self-service options.

David Mason, Director of Service and Operations UKI at Odigo, commented: “Technology is evolving at an unprecedented pace, and contact centres are finding themselves at the forefront of innovation. This research sheds light on how AI is poised to deliver exciting changes in our industry, provided we clearly communicate the benefits to customers and undertake to deploy these solutions ethically.”

As the industry moves forward, there is hope that consumer perceptions will improve alongside advancements in AI-driven solutions. From chatbots capable of handling increasingly complex queries to AI-powered analytics offering actionable insights, these technologies promise significant enhancements in both self-service and overall operational efficiency. This, in turn, could allow human agents to focus on more nuanced interactions that require a personal touch.

The comprehensive findings of the CCMA's annual study highlight the evolving expectations and behaviours of consumers towards contact centre providers. With continued research and industry engagement, there is potential for AI to revolutionise the customer service sector whilst addressing the concerns and hesitations of both consumers and industry professionals.