Speed vs. Support: What will Customer Service Choose?

A major customer service dilemma is that customers want quick answers, but not at the expense of feeling valued.

A common advice most marketers find themselves receiving is – technology should be an aide, not a barrier. In the customer service industry, technology is being fast adopted to deal with challenges like long waiting times, but it might not be giving the best results. 

For instance, research by contact centre solutions provider Cirrus shows that customers are experiencing disappointment, owing to vague responses and endless transfers. AI and automation might help here but if the customer doesn’t ultimately reach the right person, the speed is futile.

Businesses are stuck between providing speed and efficient support. Customers think they deserve the right to both, and rightly so!

A survey of 2,000 UK adults highlights a growing generational and regional divide in service preferences, with older customers demanding faster resolutions and urban customers more open to AI and self-service solutions. The challenge for businesses? Striking the right balance and creating a service experience that works for everyone.

Key insights for CX leaders:

Customers won’t wait—especially older ones:

• Those aged 65+ are 60% more likely than Gen Z to demand quick resolutions (61% vs. 38%). With 75% of older customers saying they would leave due to long wait times. 

Fast or friendly? The customer service dilemma

• Customers want quick answers, but not at the expense of feeling valued. While only 38% of younger consumers (18-24) prioritise speed, 75% of over-65s just want real conversations. 

Getting passed around is a relationship killer:

• 61% of customers say being transferred multiple times frustrates them the most. 74% of older customers say this is a red line, compared to just 51% of younger customers. 

Unclear responses drive customers away:

• 73% of customers aged 65+ say unclear or unhelpful responses would make them leave, compared to 60% of younger customers. 

London is embracing AI and self-service:

• Londoners are 19% less likely than other regions to reject AI-led interactions and 63% more likely to prefer self-service (18% vs. 11%).

Wait times are a loyalty killer:

• 66% of customers will leave a business over long wait times, with older customers 31% more likely than younger ones to walk away (75% vs. 57%).

Tech should fix problems, not create new ones

The findings are clear: CX leaders need to move past one-size-fits-all strategies. AI and automation should be working to cut wait times, eliminate bottlenecks, and make every interaction effortless.

Jason Roos, CEO of Cirrus, commented, “The real challenge isn’t AI vs. humans—it’s making AI work for both customers and agents. Get it right, and you speed up resolutions, improve service, and keep customers loyal. Get it wrong, and slow responses, vague answers, and endless transfers will drive them away—fast.”

What this means for the contact centre industry

With different generations and regions expecting different service experiences, CX leaders must move beyond reactive strategies and invest in AI-driven personalisation and journey orchestration. The right tools give agents instant access to insights, reduce handling time, and ensure customers get what they need—without the frustration.

It’s not about choosing between speed and support—it’s about making sure customers never have to.