Why Phone Support Still Reigns Supreme: The Surprising Truth About AI vs. Human Agents

The Unbeatable Power of Human Connection in Customer Service

Despite the rise of automation and AI, phone support remains the preferred channel for 87% of consumers, according to a comprehensive ServiceNow survey of over 27,000 people. This preference is strongest when customers need to make inquiries or seek advice—situations where human interaction provides irreplaceable value.

The Self-Service Paradox

Interestingly, three-quarters of consumers still prefer to try self-service first before picking up the phone. Automated channels work well for straightforward tasks like making payments, purchases, or receiving loyalty offers. However, when complexity enters the equation, customers overwhelmingly choose human agents.

Where AI Falls Short

Nearly half of respondents report that modern chatbots fail to understand their questions and concerns. While 40% acknowledge AI has improved speed and efficiency, 50% cite lack of empathy as their top frustration with automated systems.

"Empathy is an essential part of customer service for many customers, and it's where AI tends to fall flat while live agents shine," the research reveals.

Bridging the Empathy Gap

Lauren Villeneuve, senior director analyst at Gartner, emphasizes that AI tools should recognize context and emotion to quickly escalate sensitive situations to humans. One effective approach involves training automated voice systems to detect sensitive circumstances, allowing them to respond with appropriate language before transferring customers.

"When a handoff does happen, it should be a warm transfer, passing along conversation history and a summary so customers don't have to repeat themselves," Villeneuve advises.

The Path Forward

The key insight isn't about choosing between automation and human agents, but about creating seamless transitions between them. Customers should never feel trapped in self-service channels—clear options for switching to live agents must always be available.

This balanced approach acknowledges that while self-service handles routine tasks efficiently, human agents provide the empathy and understanding that build lasting customer relationships.