This Report explores the transformative changes in online customer service, driven primarily by technological advancements and shifting consumer expectations. As of early 2025, ecommerce sales were expected to grow by 2.4% in 2025, reaching $7.5 trillion; businesses are focusing on seamless omnichannel experiences, integrating AI and automation to meet 24/7 consumer demand. Despite high satisfaction rates, consumers remain critical of online services compared to in-store interactions, prompting retailers to refine their digital offerings. The research confirms that personalization and the human element are crucial factors for satisfaction, with 69% of adults emphasizing the necessity of human support alongside AI. The evolving customer service landscape offers brands opportunities to differentiate through proactive engagement and innovative tech solutions.
AI, omnichannel strategies and personalization are reshaping online customer service experiences as ecommerce growth and customer demands necessitate improvements.
Diana Smith, Director, Client Advisor – Retail & eCommerce
This Report examines consumer preferences and attitudes toward online customer service in retail. It explores the variety of ways that consumers’ expectations of the brands and retailers they shop are shifting, and how companies are evolving their practices online to meet consumers where they’re shopping and to deepen customer relationships. The Report also looks at the evolving role of retailers’ employees (eg salespeople, customer service) and how they can make or break a customer experience with a given brand or retailer.
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