Coveo’s latest report highlights that despite advancements in AI and digital self-service tools, the customer journey is still riddled with friction—especially when finding accurate, relevant information.
Based on a survey of 4,000 consumers across the U.S. and U.K., the report highlights that high customer effort is becoming the norm, not the exception.
“In an era of instant gratification, minimizing customer effort is paramount. Every interaction must minimize friction and maximize relevance,” said Patrick Martin, EVP of global customer experience at Coveo. “This report demonstrates the importance of building a unified and connected customer experience. AI-Search, advanced generative AI capabilities, and robust content strategies are critical to achieving this, empowering customers to effortlessly find the information they need, regardless of channel. These tools can potentially be a game-changer in enhancing customer satisfaction, fostering greater loyalty, lowering cost-to-serve, and driving increased revenue and profitability.”
What is the core issue?
As many as 84% of respondents say they struggle to find the information they need online, and more than half (53%) identify poor search experiences as their top frustration. This disconnect prompts many customers to “ghost” brands entirely—72% admit to abandoning websites after just one poor experience. Still, there’s room for redemption.
A hopeful 62% say they’re willing to give brands another shot, mainly younger users like Gen Z and Millennials. They tend to troubleshoot by refining search queries, using filters, or exploring other site areas.
As customers increasingly prefer self-service channels, their expectations are growing. Many now want smarter, AI-driven interactions—especially when facing more complex problems.
Nearly 70% of customers prefer generative AI tools to help solve service issues, while others seek educational content (48%) and intelligent virtual assistants (44%) to guide them.
AI “hallucinations”?
However, enthusiasm for generative AI comes with caution. Nearly half (49%) of respondents report encountering AI “hallucinations” or misleading answers, making many users sceptical.
As a result, 42% say they now fact-check AI-generated responses before trusting them. These inconsistencies highlight the need for business-aware and trustworthy AI that enhances rather than undermines the digital support experience.
Still, personalisation remains a major opportunity for brands. Over half of customers (53%) are willing to share personal data in exchange for more tailored solutions—a willingness that increases among Gen Z and Millennials, with 60% and 62%, respectively, open to data sharing for more relevant experiences.