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Users have resistance with service by robots

It is possible that you have already noticed that year after year we are increasingly serviced by recordings or automatic messages whenever we use a customer service (SAC). This is because robotization allows for a much greater number of calls than humans in the same period of time. But, despite being good for business, the other side of the counter is not satisfied.


A survey by the online research institute Qualibest showed that consumers prefer to talk to real people when it comes to solving a problem.


As much as the robot software tries to simulate a service as human as possible, whether with more natural recordings on the phone or colloquial phrases in chats and applications like W hatsApp and Telegram , people prefer traditional contact, with another person, on the other side of the line.


According to the survey, 31% of respondents do not like telephone service with a robot and 41% go further: they said they “hate” this type of service. The survey also shows that 51% of people like to be served by a person in chat. 49% like human service via WhatsApp / Telegram and 43% like human service by phone.

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The people interviewed also showed preference for the use of SAC through digital channels, as long as they are attended by a person and not by a robot.


Of the 64% of respondents who prefer this service tool, 28% prefer W hatsApp / Telegram , 28% prefer chat / chat and 8% prefer social networks (Facebook, Instagram, Twitter, etc.).


The survey was commissioned by the Sercom Group , a service provider and customer service platforms. Although the survey shows the antipathy of the consumer with automated assistance, this is a trend that should not recede.

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“Robotization is a path of no return. But I believe that the mix of human and automated services will never cease to exist, ”said Elda Di Donato, director of digital transformation at Sercom, to Agência Brasil.

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