Why Customers Still Prefer Live Agents for Complex Inquiries: A Deep Dive into Phone Support in 2025

In an age dominated by chatbots, AI assistants, and self-service portals, one might assume that the traditional phone call is becoming obsolete. However, recent studies, including PwC’s Global Consumer Insights Survey (2024), highlight a fascinating trend: 60% of customers still prefer speaking to a live agent when dealing with complex issues like troubleshooting, complaints, or inquiries that require personalized assistance.

While technology continues to revolutionize customer service, the human element remains critical for many customers when the stakes are high. In this blog, we’ll explore why customers still favor phone support for more complex matters and what businesses can do to align with these preferences while leveraging new technologies.

The Human Touch: Why Personalization Matters

One of the key reasons that 60% of customers still prefer phone support for complex issues is the perceived level of personalization that live agents offer. Whether it’s a tricky product issue, billing concerns, or a sensitive complaint, customers often want to speak with someone who can understand the nuances of their situation and tailor a solution to their specific needs.

While chatbots and automated systems are improving in their ability to handle routine inquiries, they still fall short when it comes to providing empathy, context, and nuanced problem-solving. For example, when troubleshooting a malfunctioning device, a customer might need to explain the specific symptoms or provide detailed context that a chatbot may not fully grasp. Live agents can listen actively, ask clarifying questions, and adapt their responses based on the evolving conversation.

In fact, 74% of customers say they would prefer a more personalized experience when seeking support, and this is especially true when problems are complex. Personalized attention gives customers a sense of control, reassurance, and confidence that their issue is being handled by someone who truly understands their needs.

The Efficiency of Real-Time Resolution

Another driving factor behind the preference for live agents is the speed and efficiency with which they can resolve complex issues. Although self-service options like FAQs and IVR systems work well for simple requests (checking order status, updating account info), they often fall short for more intricate problems.

A customer calling about a billing discrepancy, for example, might be directed to an automated system that asks for account details, payment history, or recent charges—an interaction that could frustrate the caller and require multiple steps to resolve. If the issue is more complex, the customer will likely still need to speak to an agent to clarify discrepancies, adjust billing, or access deeper account information.

For 66% of customers, long wait times and being shuffled between different automated systems or departments are major pain points. Live agents, on the other hand, can typically access the full history of a customer’s interaction in real-time, empowering them to resolve issues on the spot without unnecessary back-and-forth.

Live agents also have the flexibility to troubleshoot in real time. For example, if a customer is having trouble with a product or service, an agent can walk them through a step-by-step process or escalate the issue immediately if needed, all while adapting to the customer’s pace. This level of real-time resolution is one of the core reasons why phone support is still viewed as the most efficient solution for complex matters.

Escalation and Expertise: Complex Problems Require Expertise

When customers are facing complex or high-stakes issues, such as technical failures, account security concerns, or unresolved complaints, they often need expertise that automated systems or scripted responses simply cannot provide.

A knowledgeable agent can leverage their experience and training to assess a situation and apply a tailored solution, potentially even offering an immediate fix. If necessary, they can also escalate the issue to higher-level experts or departments, ensuring that the customer’s needs are met promptly. This ability to escalate effectively is often crucial in situations that involve time-sensitive matters or intricate technical issues, such as product failures, service outages, or troubleshooting advanced technical problems.

In fact, a study by Forrester Research reveals that 56% of customers believe their problems are handled faster when they can escalate their issue to a human, especially when automation fails to provide the depth of understanding or solutions needed.

The Need for Empathy in Customer Service

When customers are dealing with complex or frustrating situations, they often seek empathy and emotional support in addition to a practical solution. Whether it’s a faulty product, an ongoing service issue, or a miscommunication, the ability for a customer service representative to show genuine concern can make all the difference.

Empathy is something that AI and chatbots are still struggling to replicate. Automated systems might be able to identify an issue and provide a scripted solution, but they lack the emotional intelligence to connect with customers on a human level. A live agent, on the other hand, can acknowledge the customer’s frustration, offer assurances, and provide comfort during difficult situations. This human connection is especially critical when customers feel they are not getting the answers they need from digital or automated systems.

This emotional bond is part of the reason 61% of customers feel more satisfied after speaking to a live agent, compared to a more robotic interaction. Customers value being heard, understood, and treated with respect, and phone support provides the most direct way to establish this rapport.

The Role of AI and Automation in Supporting, Not Replacing, Phone Support

While live agents continue to be the preferred option for complex inquiries, the role of AI and automation is far from irrelevant. In fact, integrating AI-powered tools with live phone support can create a more effective, hybrid model. AI can handle routine tasks such as gathering account information, verifying customer identity, and offering simple solutions, allowing human agents to focus on more intricate problems.

For instance, an AI-driven IVR system might efficiently route a customer to the right department based on their issue. During the call, the AI might also summarize the customer’s history or previous interactions, giving the live agent immediate insight into the customer’s needs. This collaborative approach can cut down on call time and improve overall efficiency, while still delivering the personalized service that customers crave for complex issues.

The Enduring Importance of Phone Support for Complex Issues

In 2025, the preference for phone support for complex inquiries is not just a matter of nostalgia for older technologies, but rather a reflection of the value customers place on personalization, expertise, empathy, and speed. While AI and automation continue to improve and can handle many simple queries, they are still far from replacing the human touch that makes phone support irreplaceable for complex customer service needs.

Businesses that recognize this will be better equipped to meet the demands of their customers in a world increasingly driven by technology. The future of customer service isn’t about choosing between automation or human interaction—it’s about finding the right balance to deliver a seamless, personalized, and efficient experience, no matter how complex the issue.

For a free analysis of your current business phone system and expert consultation for how you can upgrade and streamline your collaboration tools in 2025, click here to book a call with Office Communications.