Phone vs. Self-Service: Customers Want the Right Option at the Right Time

Every year, someone predicts that phone support is going away. Every year, our customer service research says something else. When customers have a simple question, they’re happy to use self-service. But when the issue is important, complicated, or emotional, they still want to talk to a person.

The Core Findings

Five Key Takeaways from our 2026 Customer Service Research

1. 1

   The Phone Isn’t Going Away

   For the past six years, about 68% of customers have consistently said they prefer speaking with a live person when they need help. Despite all the advances in technology, that number has remained remarkably steady.

2. 2

   Even Gen Z Wants to Talk to Someone

   Many assume younger customers only want to text or chat. That’s not what we’re seeing. In fact, the number of Gen Z customers who prefer speaking to a live person jumped from 52% to 60% over the past year. When something goes wrong, they want answers, not another chatbot.

3. 3

   Self-Service Works… Until It Doesn’t

   Customers appreciate self-service for simple tasks like tracking an order, updating an address, or checking an account balance. But when it can’t solve the problem, getting to a human should be easy. Nothing is more frustrating than feeling stuck in a chatbot or automated system.

4. 4

   Fast Isn’t Always Faster

   Many companies celebrate chat response times measured in seconds. Customers measure something different. How long did it take to solve my problem?

   If a customer spends 20 minutes typing back and forth with a chatbot, that’s not a better experience than a three-minute conversation with a knowledgeable employee who fixes the issue.

5. 5

   Some Problems Need a Human

   Technology is great for routine requests. But when customers miss a flight, discover fraudulent charges or have an important delivery disappear, they want reassurance from another person. Empathy, judgment, and confidence are difficult to automate. That’s where people make the difference.

At a Glance

The Numbers That Matter in 2026

Before you shift your budget away from live phone support to invest in more digital tools and AI, take a close look at what your customers are telling you. Our 2026 research shows that while customers appreciate self-service for simple tasks, they still want easy access to a real person when the issue is important or complicated. The companies that get the balance right will create better experiences, build more trust, and earn greater loyalty.

What This Means For You

How to Build an Omnichannel Strategy Customers Appreciate

Don’t make Customers work to find help

One of the fastest ways to frustrate a customer is to make them search for a way to contact you. Hiding your phone number behind layers of FAQs and automated menus may reduce contacts in the short term, but it also creates frustration and erodes trust.

Customers don’t want to feel like they are fighting your system. Make it easy for them to choose the channel that works best for them, including speaking with a real person.

Make self-service a bridge, not a barrier

Self-service should make the customer experience easier, not create another obstacle. The goal isn’t to prevent customers from reaching an employee. The goal is to quickly resolve simple issues while giving employees the information they need to handle more complex situations.

If a customer starts with a chatbot, website, or mobile app and then needs to speak with an employee, don’t make them start over. The customer’s history, information, and previous interactions should move with them.

Nothing is more frustrating than explaining the same problem twice.

“Digital self-service should make it easier for customers to get help, not harder to reach it. The phone is still an important safety net, and companies that remove it risk losing customers when they need support most.” Shep Hyken