52% of US consumers “frustrated” with brands that don’t offer “an option for a human interaction”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 16, 2019, 7:27 AM UTC

Of the 2,000 US adults surveyed, only 16% enjoyed interacting with a brand’s automated interaction communications service.

This article cites a survey by Invoca which revealed that consumers are apprehensive about automated interaction with brands and prefer a human point of contact. 52% of respondents feel “frustrated” with businesses that provide “no option for a human interaction.”

18% of participants feel “angry” with companies that only offer automated communication technology. However, 49% of those surveyed trust AI technology when it comes to interacting with retailers. A mere 19% and 20% of respondents trust AI’s use for financial and healthcare services, respectively.

When it comes to payments, 55% of those surveyed choose the internet to complete their transactions concerning the hospitality services. In the case of healthcare services, 32% prefer transacting over the phone.

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