Bot rot sets in as Brits crave human CX over robot hell

The rise of artificial intelligence is having a major impact on customer experiences across the UK, with Brits increasingly ditching brands which force them to interact with chatbots rather than actual human beings.

That is according to a new study by Trustpilot, which reveals that nearly half (47%) of consumers nationwide have had a poor customer service experience in the past year. In addition, one in six (15%), equivalent to over eight million people, believe that customer service standards have declined during the same period.

However, there are regional variations, and some quirks. For instance, nearly three-quarters (73%) of those who live in London say that they have received ‘amazing’ customer service, although nearly three-fifths (58%) of Londoners also say they have been on the receiving end of bad service.

Those in Wales (69%), and the North West (64%) have also received good service, while those in Northern Ireland are most likely to have had a ‘poor’ customer experience (69%).

Every customer interaction counts, as on average, it takes just 2.3 poor experiences for a customer to share their frustrations.

With nearly nine in 10 (89%) Brits saying that star ratings and reviews influence their choice of products and services, with more than half (56%) saying they wouldn’t buy from a brand that had a poor Trustpilot score (0, 1 or 2 stars), learning from customer reviews is imperative for businesses to grow and succeed, the report insists.

The research also provides a range of elements that consumers value most highly, with timely responses to queries (54%) coming out on top, followed by being able to speak to a human rather than a chatbot (51%), and getting products or services on time (45%).

The human touch is still king, with consumers pushing back against the ever-increasing use of chatbots within customer service. More than six in ten (61%) say being able to speak to a human rather than a chatbot is something they would like to see more, while a quarter (26%) would like to receive a more personalised service.

Meanwhile, consumers are also eager to receive quicker responses (35%), consistent delivery updates (30%), and to receive empathy and understanding from customer service agents (26%).

Just one in ten (10%) said that they would like to see an increased use of AI within customer service – a figure that jumps to one in six (16%) of Gen Z and Millennials, and drops to just 7% and 3% among Gen X and Baby Boomers, respectively.

Trustpilot VP marketing Kate Delaney said: “Customers are a critical part to any business, whatever the sector – if you don’t have a happy customer, you can’t grow a successful business. That’s why customer service is so key, and customers are ready to share their unique experiences via reviews, both positive and negative.

“UK standards are inconsistent, with differences in the quality of service being offered. With this in mind, it’s time for businesses to take note and look to build back trust through human, empathetic, and communicative customer service.

“With varying degrees of service standards, it is important for businesses to listen and take action on feedback and improve their offering. The good news is that when businesses do get it right, customers notice – and that creates a powerful opportunity to build loyalty, advocacy, and long-term success.”

Ventrica CEO Iain Banks added: “The decline in customer experience reflects a wider trend: many brands are handing over customer interactions to AI agents. Klarna, for instance, recently replaced 700 of its service staff with AI, only to later regret the decision.

“No matter how advanced technologies become, nothing can replace human connection and empathy. When customers reach out to brands with charged emotions about products or services that underdelivered, they expect to be met with sympathy and rapid solutions. Humans are needed to interpret this context and adapt.

“Ultimately, the future isn’t about replacing people with machines, but about AI and humans working together to deliver faster, more personalised service. Get that balance right, and brands can achieve both efficiency and empathy.”