Belgians Prefer Human Customer Service Over AI Chatbots, Although They Expect the Latter to Quickly Improve in Recognizing Emotions
Belgian consumers still experience AI chatbots as too impersonal today. This is evident from the annual Consumer Voice Report by ServiceNow. More than half (51%) find that AI barely understands or does not understand the emotional context of a customer inquiry at all. However, 68 percent of respondents expect AI to be able to correctly recognize emotions in the foreseeable future.
Humans Remain Preferred, Despite Digital Advantages
The research gauges the experiences and expectations of Belgian consumers in terms of customer service. The biggest frustration remains the long waiting time for human customer service representatives. Yet, most Belgians still prefer contact with a human, even if AI chatbots are more quickly available. The reason is mainly the lack of emotional intelligence in AI.
According to the study, 17 percent of consumers experience contact with a chatbot as impersonal. Additionally, 12 percent miss an emotional connection and 11 percent find that AI chatbots struggle with complex questions. In scenarios where the use of AI involves little risk – such as tracking a lost package – there is more willingness to use AI. But for sensitive matters, such as clarifying a suspicious bank transaction, 51 percent still choose human assistance.
AI with EQ as a Vision for the Future
According to ServiceNow, the future of customer service lies in a hybrid approach, combining AI with emotional intelligence. Belgian consumers expect this integration to happen quickly: 58 percent think AI chatbots will better assess emotions within a year.
The report shows that consumers find clarity and friendliness most important in customer contact, regardless of the channel. Organizations that succeed in offering personalized and accurate service through AI can distinguish themselves. The choice of channel is important for consumers, but the quality of the interaction proves to be decisive.
For the research, ServiceNow surveyed 1,000 Belgian consumers. The report is part of a broader EMEA study on customer expectations in a digital context.
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