Human Customer Service vs. Chatbots: Which Do Consumers Prefer?

Capgemini Research Institute surveyed global consumer preferences regarding human and chatbot/virtual agent customer service.

The results, across 11 assessment indicators, showed humans excelled in 9, while chatbots only won in 2.

Generally, human customer service was rated as more empathetic, creative, capable of understanding personal needs, effective, accurate, reliable, and inclusive.

Chatbots, however, were superior in responsiveness and ease of access.

Details of Global Consumer Preferences Regarding Human and Chatbot Performance for Customer Service:

Empathy

• Human agent: 71%

• Chatbot/virtual agent: 17%

• No preference: 10%

Creative Problem Solving

• Human agent: 69%

• Chatbot/virtual agent: 21%

• No preference: 9%

Personalization

• Human agent: 61%

• Chatbot/virtual agent: 25%

• No preference: 9%

Knowledge and Expertise

• Human agent: 57%

• Chatbot/virtual agent: 33%

• No preference: 9%

Effective Follow-up and Resolution

• Human agent: 54%

• Chatbot/virtual agent: 35%

• No preference: 8%

Accuracy and Reliability

• Human agent: 54%

• Chatbot/virtual agent: 27%

• No preference: 17%

Clear Communication

• Human agent: 53%

• Chatbot/virtual agent: 34%

• No preference: 9%

Inclusivity and Cultural Sensitivity

• Human agent: 51%

• Chatbot/virtual agent: 39%

• No preference: 8%

Security and Privacy

• Human agent: 43%

• Chatbot/virtual agent: 40%

• No preference: 7%

Responsiveness and Speed

• Human agent: 37%

• Chatbot/virtual agent: 52%

• No preference: 10%

Ease of Access/Convenience

• Human agent: 34%

• Chatbot/virtual agent: 52%

• No preference: 12%

"Consumers tend to prefer human agents for capabilities such as empathy and creative problem-solving, while virtual agents are valued for speed and convenience," stated Capgemini in its report.

Capgemini conducted this survey in November-December 2024, involving 9,500 consumers aged 18 and over from 13 countries across North America, Europe, Asia-Pacific, and Latin America.