In the dynamic realm of commerce and retail, there has been a notable shift in the perception of customer service in 2024, compared to a decade ago. Back in 2015, our market research revealed a significantly rosier outlook on customer service than what we witnessed in our last month’s Vox Pops Pool.

Back in 2015, in the era before self-service checkouts and chatbots, we asked the public on their perception of customer service. They had a favourable perception of their interactions with businesses. Retail, telecom and banking companies such as M&S, O2 and John Lewis were highlighted amongst respondents. The outline of benefits were owed to the human touch which characterised customer service at the time.

Previously, the customer experience was enhanced by thoughtful gestures such as complimentary items or helpful interactions with employees. One call centre agent provided excellent customer service by asking one of our respondents about her well-being, understanding her concerns, and resolving her phone bill issue. According to another respondent, Waitrose was praised for its exceptional customer service, particularly for their generosity in offering free coffee.

Having a human element is instrumental in shaping customer perceptions of a company or brand. The 2015 respondents provided glowing reviews and anecdotes about customer service, which differed from what the public say now. It is evident that the public’s sentiment has shifted a negatively with the diminishment of human interactions. This is due to the rise of automation and AI which has replaced these traditional customer interactions. The overall rhetoric for modern-day respondents is that customer service is declining due to the rise of technology in these spaces.

Customers frequently encounter impersonal automated phone systems or chatbots that lack empathy or understanding, rather than being able to connect with a real person. “Sometimes AI can get too much, I’d rather speak to a human that can help me” said one young individual from Manchester.

Although automation can provide businesses with efficiency and cost savings, it often lacks the personal touch that customers truly desire. Customers in 2024 have been left feeling disconnected and frustrated.

Ultimately, it seems that the current state of customer service has deviated from the principles that once guided interactions between businesses and their customers. In order to regain customer trust and loyalty, businesses should prioritise enhancing the human experience. One way to gain a deeper understanding of their customers’ pain points, is to collect customer feedback through video testimonials. Collecting insights like this not only assists businesses in gaining a deeper understanding of their customers, but it also helps to bridge the divide between automation and the human connection that customers desire.

Get in touch to discover how you can effectively engage with your customers through video.