Technology may be changing the customer experience, but many consumers still want a human interaction, even as tech continues to improve.
That's what PwC found when it surveyed 4,000 US internet users ages 13 and older, as well as 11,000 internet users ages 18 and older in countries including Argentina, Brazil, Germany, Mexico and the UK.
More than eight in 10 US respondents said that even as technology improves, they will want to interact with a real person. And that sentiment was nearly the same across the other countries polled—although people in China, Brazil and Japan were less likely to agree.
US internet were also less inclined to think that once technology becomes more advanced, we won’t need humans for great customer experiences. A majority (55%) strongly disagreed with that statement, compared with a global average of 43%.
In a separate October 2017 study from PointSource, US internet users were asked about 22 situations—many customer service- and shopping-related—where they might need assistance. There were only six circumstances for which they preferred a chatbot over a human, and most just barely.
Indeed, human interaction was strongly favored for resolving problems after making a purchase: Some 80% of respondents said they preferred it. By contrast, 12% said they'd rather have the help of a chatbot, while another 8% had no preference. Similarly, 71% of internet users wanted a real person to help answer questions while shopping in-store. Just 14% said they wanted a chatbot to do so.