Nearly half (47%) of UK consumers have had a poor customer service experience in the past year, according to data released by Trustpilot.

Its research shows that the majority of shoppers (54%) say a speedy response is the most important element of a successful customer service interaction. Yet, 61% say they want to speak to a human rather than interact with a chatbot – despite chatbots often providing a quicker response.

Consumers also now prioritise consistent delivery updates (30%) and receiving empathy and understanding from customer service agents (26%).

Just 10% said that they’d like to see an increased use of AI within customer service – increasingly slightly to 16% of Gen Z and Millennials, and dropping to 7% and 3% among Gen X and Baby Boomers, respectively.

“Our research reveals that UK service standards are inconsistent, with differences in the quality of service being offered across the UK,” said Kate Delaney, VP of Marketing at Trustpilot.

Trustpilot data shows it takes just 2.3 poor experiences to motivate a customer to share a negative review. The majority of shoppers (89%) report star ratings and reviews influence their choice of products and services with more than half (56%) saying they wouldn’t buy from a brand that had a poor Trustpilot score of 2 stars or less.

“If you don’t have a happy customer, you can’t grow a successful business. That’s why customer service is so key, and customers are ready to share their unique experiences via reviews, both positive and negative,” Delaney added. “The good news is that when businesses do get it right, customers notice – and that creates a powerful opportunity to build loyalty, advocacy, and long-term success.”