Dive Brief:

• The overwhelming majority of consumers — 86% — say empathy and human connection are more important than a quick response in providing excellent customer experience, according to a customer experience survey released by Five9 earlier this month.
• Nearly half of consumers say human connection is more important than speed in all situations. A majority of consumers also prefer phone support for general issues, while about three-quarters prefer it for complex or urgent matters.
• “In a world increasingly shaped by AI and automation, businesses must not overlook the power of human connection,” the report says. “Regardless of geography or demographic, customers expect to be treated with understanding and respect.”

Dive Insight:

Businesses are adding self-service options, such as FAQ pages, community forums and AI-powered chatbots, to boost customer satisfaction, improve efficiency, scale their operations and lower support costs. But the value of human connection endures. 

The vast majority of consumers — 86% — say they attempt online self-service solutions before contacting support, making self-service options vital to creating an enjoyable, multichannel customer journey, according to Five9. Nearly three-quarters of consumers are open to using AI-powered chatbots if they can still speak with a human when needed, the survey found.

“This trend reflects customers’ preference for speed, 24/7 access, and convenience when addressing routine or straightforward issues,” the report says.

However, providing self-service options can backfire if customers cannot quickly resolve problems on their own. Almost one-third of respondents say self-service has not improved their customer service experience, according to Five9.

“While self-service is effective for routine inquiries or straightforward tasks, it often falls short for complex or emotionally sensitive issues that require empathy and creative problem-solving,” the report says. “In these cases, consumers still crave real human support.”

A poor customer service experience could hurt the bottom line, as 2 in 5 consumers say they would stop doing business with a company following just one bad customer service experience, according to Five9.

“CX isn’t just about satisfaction — it’s about survival,” the report says.

Phone support remains popular among consumers because it’s often the best or only way for customers to resolve their issues.

The prominence of voice support “doesn’t necessarily reflect preference alone — it often becomes the default when other channels fail to deliver or are unavailable,” the report says. “Many digital channels remain clunky or underdeveloped, pushing customers toward the more trusted and familiar phone.”