Research shows that human experiences could unleash £100 more per customer service enquiry

Ventrica has revealed the revenue benefits for brands that invest in providing emotive customer experiences (CX) that consumers want.

The company commissioned OnePoll to survey over 2,000 UK consumers and found that over the last 12 months, only 4 per cent of positive experiences were delivered by AI and only 18 per cent were a combination of AI and human interaction. Furthermore, only just over half (53%) found chatbots to be a successful means of resolving enquiries, significantly lower than calls (87%).

This is leaving UK brands at risk of losing out on potential revenue opportunities, with the survey finding consumers would be willing to spend up to £100 more on a brand in the future, following a positive experience. This figure doubles among 18 to 34-year-olds, with the median additional spend being between £100 and £199.

Brand loyalty and repeat purchasing

The research also shows that positive customer experience can often result in repeat purchasing with:

53% of consumers will make a repeat or multiple repeat purchases following a positive experience.

A further 16% say they intend to make a repeat purchase.

79% of consumers say it has improved their brand loyalty.

According to the study, consumers say they would potentially spend more in retail (29%), marketplaces (23%), and financial services (20%) after a positive experience with a customer service team.

According to the research, consumers make an average of five customer service enquiries a year. If brands invest in delivering positive customer experiences, consumers could spend up to £500 more a year on average.

The human touch is still critical to positive experiences

If you listen to the technology providers in the space, you’d believe customers want more self-serve options and chatbots for customer enquiries. But that is just not the case according to Ventrica’s study:

Almost three-quarters (76%) of positive experiences were delivered solely by a human.

72% of all interactions, whether they started via chatbot or any other means, were eventually resolved by a person.

These findings reinforce the importance of empathy and emotional intelligence in customer interactions.

When asked what makes an experience positive, 69% of respondents said speed to resolution was the most important factor. The second highest was clear and easy-to-understand communication (45%) and empathy rounded out the top three factors, selected by almost a third (31%) of all respondents.

In an age of increasing digital communication, the research found consumers still heavily rely on phone calls, as they look for a fast and emotive customer experience. The research found:

82% of consumers said they called customer services in the past year, compared to:

Email - 75%

Chatbot - 65%

Messenger services (e.g. WhatsApp) - 39%

Social media (e.g. Meta, X) - 36%

Over half of 18 to 44-year-olds had used social media or messenger applications (like WhatsApp) to communicate with customer service teams, suggesting that this demographic is more open to new ways of handling customer service enquiries.

On average, it takes consumers 24 minutes to have their issues resolved by a customer service team. According to the research, the most successful channels for resolving enquiries quickly are calls and emails.

From problem to profit

The research found that almost half (41%) of all the positive experiences related to an issue such as a faulty or lost product. While these experiences can often leave a sour taste in the consumers' mouths and damage brand reputation, an empathic and speedy resolution can often lead to a positive experience and improved loyalty.

Iain Banks, CEO of Ventrica, said, “Rather than seeing customer service as just a cost centre, brands should recognise it as a powerful driver of revenue and loyalty. Our research highlights that when customers receive fast, empathetic, and emotionally engaging support, they develop a stronger connection to the brand, leading to increased loyalty and higher spending."

“The human touch is essential - consumers value authentic, emotional connections that create positive experiences, especially when resolving issues. By focusing on emotionally intelligent, high-quality service, businesses can turn every customer interaction into a revenue-generating opportunity, fostering stronger relationships and increasing lifetime value. In an era where consumers reach out to customer service teams an average of five times a year, brands have a golden opportunity to build trust and differentiate themselves,” Banks finished.