According to new research by Quantum Metric, more than half of Brits (57%) have abandoned a purchase simply because of poor customer support, proving that bad service doesn’t just hurt brand perception — it hits the bottom line. Whether it’s a chatbot that can’t help or a missing human touch, customers are reaching their limit.
Frustration with AI tools is mounting. As many as 42% of UK consumers admit they’re ruder to AI chatbots than they would ever be to a human agent. The impersonal nature of automation isn’t just ineffective — it’s creating friction and emotional distance between customers and brands.
“Our latest research highlights the crucial need for brands to optimise both their digital and human-first customer support options, across physical and virtual channels. Poor support doesn’t just frustrate customers, it damages loyalty, which is the foundation of long-term brand success,” said Efrat Ravid, chief marketing officer, Quantum Metric.
People want real conversations, not canned replies. A surprising 40% of Brits say they’d pay a monthly fee just to ensure they can talk to a real person instead of navigating automated menus or using self-service portals. And over half (54%) feel their problems only get resolved properly when they connect with a human being.
Despite digital fatigue in virtual support, tech in physical retail is gaining ground. While people still prefer human support online, 77% of UK shoppers say they’d rather look up answers on their phones or devices than ask a store employee. And 44% say in-store tech like self-checkouts and kiosks has actually made the shopping experience more convenient.
Repetition and long waits
For Brits, the most aggravating part of calling customer service is having to repeat their issue multiple times to different agents (39%), followed closely by being on hold too long (37%). In the U.S., the biggest complaint is being stuck in endless automated phone menus (24%).
Support preferences vary by sector. When it comes to sensitive topics like banking or insurance, 42% of consumers say they trust in-person support the most. However, when dealing with travel bookings, 43% prefer phone conversations over other support channels.