When technical issues arise, many customers still want to speak to a real person. To better understand how people feel about the growing use of AI in customer support, we ask our UK customers to share their views through our customer satisfaction (CSAT) survey at the end of technical support calls and chats. With responses from over 1,000 customers, this showed a clear preference for human-led support, with 86% saying they want to speak to a person from the very start – even as AI and automation become more common in customer service.
Only 5% are comfortable letting AI handle simple tasks before transferring to a human, and just 1% are happy with fully automated support.
Human expertise matters more than ever
“Our survey results are clear: when customers face technical problems, they want a human to guide them. Expertise and empathy are essential for building trust, resolving complex issues and creating a positive customer experience.
“This isn’t about AI versus humans. AI can help improve speed and efficiency, but it needs to be used responsibly to support teams while ensuring customers always have access to real people when they need them most.”
— Daniel Slade, CEO, TMTI
Why customers call for support
Our data highlights many reasons why people reach out to contact centres. As a technical support company, these are our top five:
- Setting up newly purchased devices
- Troubleshooting problems they can’t resolve themselves
- Confirming warranty coverage
- Ordering spare parts
- Arranging repairs or product swaps
These interactions show just how complex technical support can be and why human expertise remains critical, even if AI can handle the simpler tasks.
What this means for brands
For retailers, manufacturers and tech companies, the takeaway is simple: great support gives customers choice. People want to use the channel that suits them in the moment — whether that’s a quick digital guide, a how-to video, a searchable Q&A, or speaking to a real person who can help them through an issue.
AI can absolutely play a role in handling straightforward tasks and improving efficiency. But when problems are more complex, human expertise still matters most. Brands that strike the right balance between smart automation and real human support build greater trust, stronger loyalty and better long-term customer relationships. It’s not just good service — it makes commercial sense too.
Tech Support Survey notes
The findings gathered for this blog are based on a survey of more than 1,000 customers who had recently interacted with our technical support services for a range of household products, including large appliances and televisions, across multiple brands. Respondents represented a broad mix of ages, genders and household circumstances.
