Consumers Want More Human Contact than Digital Interactions, According to CCMA

10 April 2025, London. According to research released today by the CCMA (Contact Centre Management Association), the majority of consumers believe there is a better chance of their query being resolved in there is a human advisor in the loop. The Impact of Technology and Economic Shifts on UK Consumers research was conducted in February and also explores job security.

“It is clear that despite the rapid and widespread rollout of self-serve options, there is still a preference for humans in the loop,” said Leigh Hopwood, CEO at the CCMA. “With AI and automation top of everyone’s minds, it’s critical that we understand what we might potentially be losing as well as what can be gained.”

Exploring how technological and economic shifts are impacting UK consumers, the research also evidenced that technology is key to coping with growing workloads with 63% of consumers reporting that technology makes work easier, compared to just 9% who think technology makes work more difficult.

“All eyes right now are on the labour market, as the UK government tries to entice greater workforce participation and having announced plans to make the UK an ‘AI superpower’,” said Leigh. “Technology is fundamental to raising productivity. However, this latest research tells us that although the public welcomes the use of technology in the workplace, not everyone is equally ready for it.”

The research reveals that 70% accept that retraining and learning is needed to effectively use technology at work. However, businesses are not meeting the needs of older colleagues’ learning and development of the latest technology.

Despite the shift towards more technology-led operations, 78% of people in full or part time work reported that they are ‘very’ or ‘somewhat’ secure in their jobs, with almost half of those in work or study reporting workloads increasing. With the research taking place after the UK Government announced changes to fiscal policy and ahead of those changes coming into effect this month, this is a positive message for both the contact centre industry and the UK economy.

Supporting the research, the global leader in conversation intelligence, CallMiner’s VP of International, Frank Sherlock, said, “UK consumers have continued to experience economic uncertainty and rising living costs. At the same time, workplaces have seen increased investment in technology. It’s encouraging to see consumers recognising key benefits of these technologies, such as automation reducing repetitive tasks and improved access to information. However, for these advantages to be fully realised in the long term, greater focus on education is essential.

“While digital adoption has accelerated, the demand for human interaction remains strong. Rather than replacing human engagement, technology should augment those interactions and efforts — enhancing efficiency and productivity, while preserving the personal touch consumers are still craving. Striking this balance will be crucial in shaping a successful and sustainable future.”

To access the full research report, visit https://www.ccma.org.uk/the-impact-of-technology-and-economic-shifts-on-uk-consumers/

About the CCMA

For more than 30 years, the CCMA has been absolutely dedicated to supporting contact centre professionals. We’re constantly pushing ourselves to do more for our thriving community, which happens to be the largest community of contact centre professionals in the UK. The CCMA was founded with the goal of sharing best practice and networking to improve skills and knowledge in order to progress contact centre operations - and we live by that to this day.

We give those that work in contact centres the chance to discuss ideas and share experiences through member-only Special Interest Groups and online and in-person events. Members are invited to become Accredited through the Contact Centre Standards Framework and get independent guidance on where to focus for improvements. There is also the opportunity to benchmark the operation against 25+ KPIs. The CCMA Academy gives everyone a structured learning opportunity to support both personal and professional development for the benefit of their operation.

And of course, we celebrate the progress our industry is making through the UK National Contact Centres Awards. Those that win go on to share their stories through channels such as the UK National Contact Centre Conference, Best Practice Visits and CareerTalk. They are invited to input into the Special Interest Groups and other events.

www.ccma.org.uk