UK Shoppers Prioritise Human Contact in Retail as Golden Quarter Approaches

Read Time:6 Minute, 41 Second

As the peak retail season, known as the “Golden Quarter,” approaches, a new survey reveals that UK shoppers are increasingly prioritising human contact in their customer service experiences. Five9, a leading provider of the Intelligent CX Platform, has conducted a survey of 2,000 UK consumers, showing that despite the rise in artificial intelligence (AI) tools, human interaction remains vital for British shoppers during this high-stakes shopping season. Concerns around product availability, delivery times, and the reliability of AI-driven customer support are influencing shoppers to seek more personalised, human-enabled service.

The Need for Human Connection in Retail Customer Experience (CX)

The past year saw significant disruptions in global supply chains, which affected stock availability and shipping timelines, leaving many UK shoppers frustrated during the festive season. This year, these concerns remain top of mind for consumers, with 48% of survey respondents citing fast shipping and product availability as crucial factors in their shopping decisions.

Should any issues arise, nearly three in five shoppers (58%) indicated they would prefer to speak to a human agent, either by phone or online, rather than interact with AI-based solutions. Furthermore, 46% of UK shoppers stated they would only wait up to 15 minutes for a retailer to resolve their query before feeling frustrated.

Key Findings:

48% of shoppers prioritise fast shipping and product availability in the Golden Quarter.
58% prefer human interaction over AI when handling customer service issues.
46% would only tolerate up to a 15-minute wait time before frustration sets in.

These findings underscore the importance of responsive, human-centric customer service, particularly during the Golden Quarter, as customers expect immediate and effective assistance with their purchases.

Transparency in AI: A Key to Building Trust with UK Shoppers

While AI has become an integral part of customer service in recent years, British consumers are cautious about relying solely on these systems. The survey revealed that although 89% of consumers are aware that companies are incorporating AI into customer interactions, only 25% find AI-driven solutions “very helpful and efficient” in handling customer service needs.

Additionally, trust remains a barrier for AI adoption, with nearly half of respondents (46%) expressing doubt in the accuracy of information provided by AI customer service bots. This scepticism suggests that, despite AI’s potential to streamline customer service, there is still a strong preference for human involvement when it comes to addressing complex queries.

AI Trust Issues Highlighted:

89% of Brits are aware of AI in customer service.
Only 25% find AI solutions highly effective.
46% do not trust AI-generated information.

These statistics illustrate that while AI can play a supportive role, customers still value transparency in how AI is used and, importantly, how it complements human agents. For retailers, this means creating a seamless blend of AI and human support to maintain customer trust and satisfaction.

The Golden Quarter: A High-Stakes Season for Retail Loyalty

The Golden Quarter – October through December – is critical for retailers, not only for sales but for building customer loyalty. The survey shows that nearly three-quarters (70%) of UK shoppers would reconsider their loyalty to a brand after just one poor customer experience. Given the stakes, retailers need to focus on providing efficient, transparent, and human-friendly service to retain their customers.

Niki Hall, Chief Marketing Officer of Five9, emphasises the impact of the human touch in customer service, particularly during this competitive season:

“While AI has the power to mitigate customer service frustrations, it’s the human touch that makes the difference,” Hall states. “By using AI to automate transactional and routine tasks, retail agents will have more time to focus on complex issues that require critical thinking and empathy. As consumer expectations become heightened, brands must prioritise transparency to build enduring trust and loyalty with British customers.”

Hall’s statement highlights a dual approach that blends AI with human skills to handle high volumes of routine queries efficiently, while reserving human agents for more complex, sensitive issues. This approach not only supports quicker resolutions but also reinforces customer trust.

AI’s Role in Enhancing, Not Replacing, Human-Centred CX

Although AI offers substantial benefits, such as handling routine customer service queries, British consumers appear to prefer it as a supplementary tool rather than a primary method of communication. AI can be instrumental in managing transactional and repetitive tasks, but for issues requiring critical thinking, empathy, or nuanced responses, human agents are preferred.

AI can, however, enable agents to deliver better service by:

Automating Basic Queries: AI-driven bots can respond quickly to standard questions, helping customers obtain information such as order status or store hours without needing human intervention.
Enhancing Efficiency for Agents: AI tools can assist customer service agents by providing real-time information and background on customer interactions, allowing them to focus on complex issues more effectively.
Reducing Wait Times: By handling straightforward requests, AI can reduce the number of interactions human agents need to manage, leading to shorter wait times and higher customer satisfaction.

Despite these efficiencies, it is crucial that businesses implement AI in a transparent way, clearly explaining to customers when they are interacting with AI and when a human is available.

Retailers’ Responsibility to Balance AI with Human Support

The survey suggests that UK retailers need to approach AI integration with a clear strategy that respects customer preferences. Since nearly half of UK consumers are wary of AI-based support, providing a human fallback option is essential. Retailers that strike a balance between AI efficiency and human empathy are better positioned to deliver seamless and satisfying customer experiences.

Actionable Steps for Retailers:

Prioritise Transparency: Clearly communicate to customers when they are interacting with AI and explain how AI and human agents work together to resolve queries.
Offer a Human Option: Ensure that customers can easily transition from an AI interaction to a human agent if they require personalised assistance.
Invest in Training for Human Agents: Equip customer service representatives with the skills to handle complex or sensitive cases that AI may not be able to address effectively.
Monitor and Adapt: Regularly review customer feedback on AI interactions to make improvements and ensure that AI complements rather than detracts from the customer experience.

By taking these steps, retailers can harness AI’s capabilities without sacrificing the personal touch that UK shoppers are increasingly prioritising.

Five9’s Intelligent CX Platform: Supporting Retailers in the Golden Quarter

The Five9 Intelligent CX Platform, powered by Five9 Genius AI, provides retailers with a comprehensive suite of solutions designed to improve customer experience while ensuring efficiency and personalisation. This cloud-native platform enables retailers to create hyper-personalised customer interactions, using AI to enhance routine services while empowering human agents to manage complex issues.

With over 2,500 customers globally, including many in the retail sector, Five9 offers a CX platform that integrates AI-driven tools with human support to create an experience that feels connected and personal. The Five9 platform can be a valuable asset for retailers preparing for the Golden Quarter, helping them meet high customer expectations with a service that combines the best of both worlds: AI’s efficiency and human empathy.

Looking Ahead: The Future of AI and Human CX in Retail

As AI continues to evolve, its role in retail customer service is likely to grow. However, the current sentiment among UK shoppers suggests that while AI is welcomed for efficiency, it should complement rather than replace human interaction. By strategically combining AI with human agents, retailers can meet the rising expectations of today’s customers while building trust and loyalty.

During this Golden Quarter, UK retailers have an opportunity to set themselves apart by prioritising customer experience that values human interaction. With thoughtful integration of AI, clear communication, and a focus on empathy, retailers can create a seamless and satisfying CX journey, ensuring that customers feel valued and understood.

For more insights into how Five9 can help enhance customer experiences and support brand loyalty during this festive season, visit Five9’s website.