As a result of COVID-19, the way businesses connect with customers has changed. While technology like self-checkout and app-based ordering brought speed and convenience, many now realise the cost; losing the personal touch that builds loyalty and boosts service. Today’s shoppers want the best of both worlds: easy, seamless experiences with real human connection when it counts.
The human touch still matters
70% say warm, friendly service improves their shopping experience
52% prefer shopping in-store to see and feel products
46% value stores that create a special in-person environment
The human touch vs tech: what customers really think
When it comes to customer experience, there is a preference for personalised, seamless and human-centred experiences, while overly tech-driven or impersonal solutions can erode satisfaction.
This infographic shows the top 3 factors that consumers believe to enhance or hinder their experience as a customer, in response to the survey question, “Thinking about your experience as a customer (e.g. a retail customer, restaurant customer, etc.), to what extent do the following enhance or take away from your experience?”
Data highlights:
Top 3 factors that enhance customer service
- 70% of respondents selected warm, friendly service
- 53% of respondents selected loyalty or membership schemes
- 41% of respondents selected contactless and self checkout
Top 3 factors that hinder customer service
- 41% of respondents selected dynamic or surge pricing
- 29% of respondents selected QR codes that disrupt the flow
- 29% of respondents selected the use of AI/automation in customer service
When tech adds friction
Some innovations can hinder the experience if they feel intrusive or confusing.
41% are put off by dynamic or surge pricing
29% feel that QR codes detract from the shopping experience
36% believe the returns process has become more complicated
In-store innovations
When used effectively, technology can streamline the checkout experience, allowing businesses to serve more customers and boost productivity.
94.6% of all eligible in-store card transactions were made using contactless in 2024
Cardholders made 10 times as many contactless transactions per month in 2024 compared to 2015, on average
41% say contactless and checkout-free options improve their experience
What this means for brands
Brands need to blend technology with humanity. While innovation can streamline service, it must not come at the cost of connection.
“Shoppers want less friction and more convenience at the checkout. We're now seeing fewer pain points, with the increased use of contactless and a smoother omni-commerce customer journey, merging the worlds of digital and in-store. However, consumers still value personal service and the human touch as part of their shopping experience.”
Harshna Cayley, Head of Payment Acceptance, Barclaycard Payments
Get in touch
To discuss your business requirements and how Barclays can support you, contact us today.