BY RICKI LANG, QUANTUM METRIC

ILLUSTRATION PROVIDED BY ADOBE STOCK

Every interaction is a chance to build or lose trust. Despite years of investment, many customers still walk away frustrated.

Our research found that more than half only resolve their issues on the first try if they reach human agents. At the same time, many say self-service fails them by not offering a clear path to a person.

The message is clear: technology alone won’ t save the contact center. Customers expect both efficiency and empathy.

24 CONTACT CENTER PIPELINE

To meet those expectations, organizations must strike the right balance between automation and human connection. It is time to leverage the best of both to drive resolution, loyalty, and trust.

THE PROBLEM WITH SELF- SERVICE

Too often, brands launch self-service tools without considering how they work in real-world scenarios. Our findings show half of consumers avoid them when issues feel complex or urgent. And when they are stuck, escalation to a person often feels like hitting a wall. In fact, 66 % of consumers actively avoid asking a human employee for help.

Technology should be a bridge, not a barrier. That means regularly auditing self-service journeys to ensure they’ re intuitive and include seamless handoffs to people when needed. Customers should never have to start their story from scratch.

Self-service tools have certainly been evolving and gaining traction: when they work. When they don’ t, customers are left even more frustrated, with some abandoning the brand entirely.

Every investment can and should be measured by how well it reduces friction for both customers and agents. If escalation isn’ t fast and handoffs aren’ t smooth, the technology isn’ t working.