Preferences for human connection vs. automation in customer service in Spain 2023
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.