Research Shows Consumers Prefer the Human Element

Digital Support May Hinder Businesses

Digital marketing and ecommerce are crucial to any business, but retaining a human element can be difficult. Verint released study results that showed that consumers prefer human customer service, in-store and on the phone support is important, and that more complex requests rely more on human interaction than digital interaction. During the course of the study, researchers surveyed over 24,000 consumers and 1,000 businesses over 12 countries. According to the research, businesses that don’t give consumers a human option can risk damage to their brands.