ServiceNow Research Shows Changing Consumer Brand Loyalty in Canada, Reveals Potential for AI-Powered Customer Service - Seite 2

• Humans are best suited to solve complex problems. When looking to solve a complex issue or troubleshoot, 61% of Canadians will prioritize turning to customer service agents, whether by phone, chat, or in-person. However, 44% would choose to use AI-powered services such as a chatbot or intelligent search engine.
• Consumers want to self-serve. Most Canadians (72%) want a company to offer self-service options. Consumers especially want to self-serve when looking for general information, preferring self-help guides (34%) or an intelligent search engine (35%).
• Chatbots are a must when interacting with brands. Having a good chatbot service is deemed important by more than half (55%) of Canadians, with this number increasing to 70% for those ages 18-34. Some (7%) even prefer to use chatbots for all their customer service needs.
• Preserving the human connection. Nearly half (49%) would never want to see fully autonomous, AI-driven customer service. Additionally, 36% of Canadians hold back from engaging with AI for customer service because they do not like the lack of personalization, further underscoring the need for a balanced approach. While 73% of those ages 55+ want to see a return to human-based customer service by 2025, less than half (47%) of those ages 18-34 say the same.
• Personalization is paramount. 87% of Canadians say it’s important to be offered their choice of engagement method (e.g. online vs. in-person, chatbot vs. human) while 61% want companies to know their past purchasing habits and offer tailored recommendations. For those that are hesitant to engage with a company using AI, leading reasons are due to disliking the lack of personalization (36%) and wanting a genuine rather than formulaic response (35%).

Customer Service Needs to be Fast and Flexible

Canadians (95%) prioritize swift customer service responses, yet many are facing prolonged call times across industries. In good news for businesses, AI can help speed up issue resolution. ServiceNow has found that its own customer service agents are closing incidents in half the time (from 6 minutes to 3 minutes) thanks to GenAI-enabled case resolution notes, enabling personalized, quick, and effective support to help drive higher levels of customer satisfaction and loyalty.