Acquia: 1 in 5 UK consumers want brands to ditch chatbots

1 in 5 UK consumers want brands to ditch chatbots and live online interactions with customer experience representatives, according to new research from digital experience firm Acquia.

  • Nearly half (45%) of consumers said they generally find chatbots annoying — with 78% saying that automated experiences are too impersonal.
  • The majority (87%) of marketers are confident their brand’s experience meets expectations, whereas half (53%) of consumers feel that brands fall short.
  • The results suggest a disconnect between consumer experience and marketers perception. 80% of CMOs already use chatbots or are planning to use them by 2020, according to an Oracle survey.
  • Marketers are placing such confidence in chatbots that the market is expected to exceed £1 billion by 2024, driven by attempts to better understand their customers while processing large volumes of requests quickly.

The conclusions are part of Acquia’s inaugural annual global report entitled Closing the CX Gap: Customer Experience Trends Report 2019, which assesses the state of customer experience. More than 5,000 consumers and 500 marketers across Australia, the UK, France, Germany and North America.

Acquia’s research shows that chatbots are part of a broader disconnect between marketers and customers. Chatbots can offer fantastic benefits to both marketers and consumers by solving large volumes of customer issues and queries autonomously and in real time — but too often, they’re implemented in isolation.

Sylvia Jensen, VP of EMEA marketing at Acquia