Empathy Over Efficiency: Why Great Customer Service Still Needs a Human Touch

AI is helpful—but when things get tricky, customers still want to hear a real voice

You’ve got live chat. You’ve got email. You may even have a chatbot answering FAQs at 2 AM.But here’s the real tea: none of that beats a human voice when your customer’s frustrated.

A new Five9 customer experience survey found that 86% of consumers value empathy and human connection more than a speedy response. Let that sink in.

We all love quick answers (and yes, AI is amazing for that). But when your customer’s order is lost, their gift didn’t arrive on time, or they just need reassurance—speed alone doesn’t cut it.

☎️ Phone Support Still Reigns

According to the survey:

• 75% of customers prefer phone support for complex or urgent issues

• More than half prefer phone support even for general inquiries

And it makes sense, right?There’s something comforting about talking to someone—especially when you’re stressed.

Text feels transactional. Phone calls feel human.

😬 Why This Matters (A Lot)

Here’s the part that should make every business owner pause:Two in five customers said they’d stop buying from a brand after just one bad customer service experience.Yes—just one.

So if you're relying only on email or DM responses to handle every complaint, refund, or issue, you might be unintentionally turning away loyal customers.

💡 What Handmade Sellers Can Do

You don’t need a full-blown call center or a 24/7 hotline. You just need to offer a real way to connect when it matters most.

Here are some realistic ideas:

• Add a phone number (even Google Voice!) to your contact page

• Set “call hours” so customers know when they can reach you live

• Include a “Want to chat?” option in your post-purchase emails

• For high-touch orders (think: custom gifts, subscription boxes, large wholesale), offer a follow-up call or text to check in
  

And above all—train your team (or yourself!) to listen first, respond second.The most powerful words you can say? “I hear you. Let’s fix it.”

Show Empathy

Automation is incredible. AI will keep getting better.But the brands that win in the long run? They’re the ones that make customers feel seen, heard, and cared for.

So the next time you’re deciding whether to pick up the phone or send another template reply…Remember: empathy beats efficiency—every time.

Want to read the full Five9 CX survey breakdown? Check it out on Customer Experience Dive