A new Ricoh survey finds that despite the relentless push for AI, the key to customer loyalty remains a human connection. The data shows consumers overwhelmingly favor companies that offer genuine human interaction, citing it as a primary driver of trust and a long-term competitive advantage.
The human premium: The message from consumers is overwhelming: more than four in five will stick with companies that prioritize a human connection. That loyalty translates to a long-term competitive edge, according to 94% of those surveyed. While consistent products are the top trust-builder at nearly 60%, help from a real person follows closely behind, with more than half of consumers citing it as a key factor.
A generational divide: But that widespread sentiment splinters along generational lines. The preference for human-only support is strongest among Gen Z and Gen X, where nearly half believe such brands will be the most reliable in the coming decade. Millennials are more torn, showing an almost even split between favoring human-first brands (42%) and those that blend AI with a human touch (40%).
The view from the top: This consumer preference runs directly counter to many business leaders' bullish outlook. A CX Dive report highlights a separate Cisco survey where executives expect AI to manage over two-thirds of customer service interactions by 2028, revealing a significant disconnect between boardroom strategy and customer reality.
The takeaway is clear: while AI offers efficiency, companies that abandon the human element risk losing customer loyalty. The future of customer experience lies in perfecting the blend of automated convenience and empathetic human support.
The conversation around customer experience is getting more complex. The shift to hybrid work is already being blamed for a decline in service quality, while other research shows a direct link between a positive employee experience and customer satisfaction. In specific sectors like banking, good service is proving to be more important than the products themselves for retaining customers.
