Spanish consumers gave insight into their preferences and expectations when it comes to customer service in 2023. In general, a little less than 50 percent of Spanish consumers preferred an automated service for solving simple issues, with consumers in Generation Z preferring it the most. Almost 70 percent of Spanish customers expected a human to respond when directly contacting a company, with Millennials expecting it more than other generations, at 72 percent.
Share of customers preferring human connection vs. automation in customer service in Spain in 2023, by generation
Characteristic
I prefer an automated service for simple issues
I expect a human to immediately respond when I contact a company
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Share of customers preferring human connection vs. automation in customer service in Spain in 2023, by generation
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Salesforce Research. (September 22, 2023). Share of customers preferring human connection vs. automation in customer service in Spain in 2023, by generation [Graph]. In Statista. Retrieved April 04, 2025, from https://www.statista.com/statistics/1428511/human-connection-vs-automation-in-customer-service-spain/
Salesforce Research. "Share of customers preferring human connection vs. automation in customer service in Spain in 2023, by generation." Chart. September 22, 2023. Statista. Accessed April 04, 2025. https://www.statista.com/statistics/1428511/human-connection-vs-automation-in-customer-service-spain/
Salesforce Research. (2023). Share of customers preferring human connection vs. automation in customer service in Spain in 2023, by generation. Statista. Statista Inc.. Accessed: April 04, 2025. https://www.statista.com/statistics/1428511/human-connection-vs-automation-in-customer-service-spain/
Salesforce Research. "Share of Customers Preferring Human Connection Vs. Automation in Customer Service in Spain in 2023, by Generation." Statista, Statista Inc., 22 Sep 2023, https://www.statista.com/statistics/1428511/human-connection-vs-automation-in-customer-service-spain/
Salesforce Research, Share of customers preferring human connection vs. automation in customer service in Spain in 2023, by generation Statista, https://www.statista.com/statistics/1428511/human-connection-vs-automation-in-customer-service-spain/ (last visited April 04, 2025)
Share of customers preferring human connection vs. automation in customer service in Spain in 2023, by generation [Graph], Salesforce Research, September 22, 2023. [Online]. Available: https://www.statista.com/statistics/1428511/human-connection-vs-automation-in-customer-service-spain/
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