Customer service sector rapidly adopting AI and related new tech

In-person remains the preferred customer service channel, followed by app chats, in Customer Contact Management Association survey

Dorothy O’Byrne, CEO of the Customer Contact Management Association (CCMA) Ireland.

Customer service employees are building proficiency in AI and boosting their technical skill set, as Irish consumers are increasingly embracing new technology.

New research commissioned by the Customer Contact Management Association (CCMA) Ireland has found that Irish consumers are embracing artificial intelligence (AI) and self-service for simple customer service tasks but want access to a real person when issues become complex, sensitive or require empathy.

The CCMA’s ‘The Consumer Perceptions of Customer Service in Ireland’ survey, conducted by W5, questioned 1,012 Irish consumers about their preferred communication channels, attitudes towards the use of AI, customer pain points, experiences of vulnerable customers and perceptions of careers in customer service.

Some 77% of respondents want to be told when they are interacting with AI, while almost three in ten 29% respondents rate AI phone agents positively.

Overall, 68% of consumers rated their most recent customer service interaction as good or very good, with ratings improving markedly versus a similar 2024 survey.

In-person remains the preferred customer service channel at 75% (up 4% on 2024). Next most popular channels were email at 61% (up 9% on 2024), WhatsApp/Messenger at 60% (up 5% on 2024), and phone at 59% (up 7% on 2024). 

Consumers are increasingly comfortable with AI handling simple, repetitive and transactional tasks, such as making payments, booking appointments and tracking deliveries. 

However, as interactions become more complex or sensitive, consumers strongly favour human assistance. Complaints, billing issues and fraud are areas where respondents believe empathy, reassurance, understanding and problem-solving are particularly important.

AI phone agents received a relatively low satisfaction rating, with 29% respondents rating the experience positively, compared with 54% who rated live agent chat positively. 

In this Q&A interview, Dorothy O’Byrne, CEO of CCMA Ireland, assesses what the survey responses say about consumer and workforce attitudes towards AI and other new technologies within an increasingly technical sector of employment.

What does CCMA Ireland’s research say about Irish consumers’ use of customer service supports?

The research shows that Irish consumers are embracing new technology, but they are certainly not abandoning traditional customer service channels.

Despite the growth of digital channels and AI, 91% of consumers have used the phone to access customer service, while 89% have used email and 70% have used live chat with an agent.

Customers want choice. But when an issue becomes complex, sensitive or requires empathy and understanding, they want access to a person.

The research also highlights the importance of getting the basics right. While 68% rated their most recent customer service experience as good or very good, customers continue to identify frustrations including long waiting times, difficulty reaching a real person, inconsistent service and poor communication.

The opportunity for businesses is not simply to introduce more technology. It is to use technology where it genuinely improves the customer experience, while making sure human support remains accessible when customers need it.

Are Ireland’s 60,000 CX professionals keeping pace with global trends in AI adoption within their industry?

AI is firmly on the agenda for most customer service organisations, and we are seeing businesses explore how it can be used to make customer service faster, more efficient and more personalised.

But successful AI adoption is about much more than simply introducing a chatbot or an AI agent. Our consumer research shows that 77% of Irish consumers want to know when they are interacting with AI, yet only 57% say it is currently clear when they are doing so.

There is also a clear difference in how consumers respond to different forms of AI. Just 29% rated AI phone agents positively, compared with 54% who rated live-agent chat positively.

For Ireland's CX professionals, the challenge is not simply keeping pace with AI adoption. It is making sure AI is introduced in a way that customers understand and trust, while giving employees the skills to work effectively alongside it.

Skills development will be critical to maintaining this momentum. Government-supported initiatives, including funding available through Skillnet programmes, are helping companies invest in training their teams to understand, design and deliver customer service solutions that incorporate AI. But there is significant scope to go further, ensuring that Ireland is at the forefront internationally in the understanding, adoption and responsible governance of AI.

Do perceptions around job security vary between the financial services, healthcare, telecoms, entertainment and others within CCMA’s membership?

There are understandable concerns about the potential impact of AI on job security across all sectors of the economy. However, there is also growing recognition of the benefits AI can bring to both customers and employees, particularly by automating routine tasks and allowing customer service professionals to focus on more complex interactions.

The impact will naturally vary between organisations and sectors depending on the type and complexity of their customer interactions. In more transactional environments, there may be greater scope for automation. In areas involving complex products, sensitive information or significant consequences for the customer, human expertise and oversight will remain extremely important.

Ultimately, AI is more likely to change the nature of customer service roles than eliminate them altogether. The key issue for employers and employees across all sectors will be ensuring that people are equipped with the skills to work effectively alongside AI and to focus their expertise where human judgement and connection add the greatest value.

What do you advise employers in terms of getting the right balance between use of technology and in-person customer service?

The starting point should always be the customer, rather than the technology. Our research shows that consumers are comfortable using technology and AI for certain straightforward transactions, but still value human contact when they need reassurance, empathy, understanding or more complex support.

That is particularly important for vulnerable customers. Our research found that 63% of vulnerable consumers rated their most recent customer service experience as good or very good, compared with 70% of non-vulnerable consumers. That tells us there is more work to do to ensure customer service works for everyone.

The best customer service will combine the efficiency of technology with the empathy, judgement and reassurance that only people can provide.