We’ve recently launched our “Voice of the Consumer” research at MaxContact, and the results offer clear insights into what UK customers actually want when they interact with contact centres in 2025. We surveyed over 1,000 UK consumers in February 2025 who had interacted with contact centres in the last 18 months, and their responses paint a vivid picture of current expectations.
The Numbers Don’t Lie: Customer Experience Matters
Our research uncovered some eye-opening statistics that should make every contact centre leader take notice:
- 42% of consumers have already switched providers because of poor contact centre experiences, and another 38% have seriously considered it
- More than half (55%) abandon calls when wait times get too long
- 70% still want to talk to a real person when explaining specific situations
- Young adults (25-34) embrace AI at more than double the rate of those over 55
These numbers show the direct link between contact centre performance and customer retention. Every abandoned call represents potential lost revenue.
AI Adoption: A Clear Generation Gap
Our survey shows 45% of consumers feel comfortable with AI chatbots and virtual assistants, while 36% remain uncomfortable. But dig deeper and you’ll find significant demographic differences:
- 65% of 25-34 year olds feel comfortable with AI tools
- Only 27% of over-55s share that comfort level
- Men show higher AI acceptance than women (48% vs. 41%)
- Urban consumers adapt to AI more readily than rural customers
“Contact centres need to recognise these demographic differences when implementing AI solutions,” says Ben Booth, CEO at MaxContact. “Your customer base should directly influence your technology deployment strategy.”
The data suggests contact centres should:
- Use AI for what it does best – handling routine enquiries, gathering initial information, and routing conversations
- Create clear pathways to human agents when customers need them
- Be upfront about when customers are talking to AI systems
- Consider using AI behind the scenes to support agents rather than focusing solely on customer-facing bots, especially with older demographics
Humans Still Win Where It Matters Most
Despite advances in AI and automation, customers overwhelmingly want human agents for certain situations:
- 70% prefer humans when explaining unique situations
- 67% want a person during emergencies
- 65% choose humans for complex account questions
- 61% want real people when making complaints
Interestingly, fewer consumers (47%) insist on human interaction for payment arrangements, and only 41% prefer humans when discussing financial difficulties.
“Your agents remain your most valuable resource,” notes Ben Booth, CEO at MaxContact. “The key is deploying them where they add the most value while automating routine transactions that don’t require human judgement or empathy.”
Channel Selection: Right Tool for the Right Job
Consumers have clear preferences about how they want to be contacted:
- Phone calls dominate for urgent matters (67% prefer this channel)
- Email is the top choice for initial outbound contact (53%)
- For account updates, email (39%) outperforms phone calls (26%)
- Phone remains the fastest resolution channel (60%)
What’s surprising? WhatsApp and social media ranked low across all scenarios, suggesting these channels work better as supplements rather than primary contact methods in most industries.
For contact centre workforce management, these findings highlight the need for skilled phone agents supported by robust email response systems, with chat and social media as secondary channels.
Customer Loyalty Hangs in the Balance
The data on customer switching behavior is particularly concerning:
- 42% have switched providers after poor contact centre experiences
- 17% have switched multiple times
- Among 25-34 year olds, 60% have switched providers
“Contact centre quality directly impacts your bottom line,” explains Ben Booth, CEO at MaxContact. “When customers switch providers, they take their lifetime value with them.”
What Builds Customer Trust?
Consumers identified several key factors that establish trust:
- Agents who truly understand their needs (49%)
- Clear identification and purpose (42%)
- Professional communication style (42%)
- Agents empowered to make decisions (35%)
Technical reliability emerged as another crucial factor, with 27% of respondents reporting frequent disconnections during calls. Your CCaaS platform needs rock-solid uptime and call quality metrics to avoid this common frustration.
Five Focus Areas for Contact Centre Leaders
Based on our research, we recommend contact centres prioritise:
- Smart technology allocation – Deploy IVR, chatbots and self-service portals for routine transactions while reserving agent time for complex issues
- Queue management – Use callback options, accurate wait time estimates, and workforce management tools to minimise hold times
- Channel strategy – Align communication channels with message type and demographic preferences
- Agent enablement – Equip your team with knowledge bases, CRM integration, and decision-making authority
- Continuous feedback loops – Implement speech analytics, post-call surveys, and structured quality monitoring
Want more insights? The complete “Voice of the Consumer” report includes detailed breakdowns by age, gender, and region, along with practical recommendations for contact centre operations. Access your free copy here.
About MaxContact
MaxContact’s cloud contact centre platform helps you manage more conversations, improve customer experience, and make data-driven decisions. Our platform seamlessly blends outbound, inbound and omnichannel functionality, providing AI-enhanced insights that help you deliver the efficient, personalised interactions customers expect in 2025.
For more information, speak to one of our experts.
