Improved efficiency and personalised support are driving increased consumer acceptance and satisfaction of AI, according to a new survey by Vonage.
Seventy percent (70 per cent) of respondents believe that AI has improved self-service customer support and almost two thirds (60 per cent) agree AI has made interactions with brands more efficient. More than half (51 per cent) are comfortable with AI personalising support experiences based on previous text or chat inputs.
Brands that use AI also have significant opportunities to build customer loyalty, as half of consumers (50 per cent) believe AI has made live agent support faster and more than a third (34 per cent) feel AI has improved the overall quality of live agent interactions. Still, the availability of live agent support remains critical, as 85 per cent of consumers consider it very important to have the option to easily connect with a live human agent during customer support interactions.
The survey also revealed that consumers are most comfortable using AI-enabled support via website chat (87 per cent) and mobile apps (72 per cent). Only one third of respondents (33 per cent) feel comfortable interacting with AI during voice calls or with virtual phone agents. While almost all consumers (91 per cent) believe companies should disclose when AI is used in customer support – highlighting transparency as a top priority – more than half (54 per cent) reveal that the use of AI does not negatively impact their trust in a brand.
Twelve per cent of consumers also indicated that AI positively influences their trust in a brand, showing that a smaller, but notable, segment is confident in AI’s ability to enhance the customer experience.
“These findings demonstrate consumers have grown exceptionally more receptive to the use of AI in customer support. The technology is revolutionising the way businesses engage with their customers by creating more efficient and personalised interactions that align with the rapidly evolving expectations of today’s consumer,” said Joy Corso, chief marketing officer at Vonage.
“The key for brand success lies in the ability to harness the power of AI without losing the all-important human touch. Businesses that master this delicate balance will be well-positioned to stand out among competitors and drive stronger customer relationships and long-term loyalty.”