Australian report shows shift to AI in customer service

Kore.ai has released its Australian 2024 Agent Experience (AX) and Customer Experience (CX) Benchmark Reports, highlighting a significant shift towards the acceptance of automation and self-service solutions.

The findings reveal for the first time that Australian customer service agents are prioritising advanced AI technology and automated tools over competitive salaries and fair work environments. This direction illustrates a changing perspective within the service industry, acknowledging the potential benefits AI can offer in enhancing operational efficiency and job satisfaction.

In tandem, Australian consumers are displaying a heightened appreciation for AI's precision and reliability. Intelligent virtual assistants (IVAs) are being valued for their ability to provide around-the-clock assistance and efficiently manage tasks without recurrent information, which, in turn, enhances consumer satisfaction.

Kore.ai conducted the research alongside Farrell Insights, surveying 400 customers and 200 agents across the country. Observations from the reports indicate a notable shift in consumer and agent preferences when interacting with AI solutions.

Consumer priorities are clear, with the survey highlighting that accuracy (96%), ease of use (93%), and security (93%) are the top priorities for Australian consumers. Trust is also important, with 90% of survey respondents rating it highly, along with friendliness at 89%.

Additionally, service demands have become more varied, with 83% of surveyed individuals appreciating the ability to resolve multiple requests in a single interaction, and 81% valuing continuity without the need to repeat information.

There is a strong preference for smart AI solutions, as 66% of consumers favour advanced automated agents over basic AI tools. This preference is even more pronounced in the healthcare sector, with 73% indicating a preference for intelligent solutions to improve service quality.

Generational differences reveal varying expectations for customer service. Baby Boomers require absolute accuracy and robust security, while Gen X focuses on accuracy and comprehensive issue resolution. Millennials prioritise speed and reducing repetitive interactions, whereas Gen Z values quick responses.

Although AI solutions are gaining traction, 88% of Australians still prefer the option to interact with a live agent for complex or emotive issues, underscoring the continued importance of the human touch in some interactions.

For customer service agents, being a valued team member emerged as the top priority, with 93% expressing this sentiment. Other priorities included having tools to alleviate customer frustration (88%) and access to the latest agent assistance technology (78%). These findings suggest a shift, with agents placing more importance on meaningful support and modern tools than on competitive pay, which was a priority for 75%.

Flexibility in remote working and a motivating work environment are important to 78% of agents surveyed. Moreover, 85% of agents desire effective post-interaction data tools, and 83% seek seamless customer mode transitions, highlighting their need for operational efficiency and flexibility.

Paul Rilstone, Vice President ANZ at Kore.ai, stated, "To improve customer experience, increase agent satisfaction, and optimise contact centre performance, leveraging AI-powered solutions is essential for businesses to stay ahead of the curve."

Rilstone further commented, "Indeed, our latest research shows increased engagement and satisfaction with AI solutions among Australian agents and consumers. Adopting AI technologies in call centres not only enhances service quality for Australian consumers but also transforms agent roles by streamlining routine tasks and providing more fulfilling conversations. We aim for this research to guide organisations looking to elevate their service interactions with AI-powered automation."