Stat: The human touch is still crucial for luxury shoppers

UK – Despite the growing presence of AI in customer service, new research from Ventrica suggests the human touch remains a key driver of positive customer experiences and brand loyalty. 

The study found that customers would be willing to spend up to £100 more on a brand following a positive interaction. Three-quarters (76%) of positive experiences were delivered solely by a human, whereas only 4% were delivered by AI, rising to just 18% when combined with human interaction, highlighting the limits of automation when it comes to emotional engagement and trust.

‘Consumers value authentic, emotional connections that create positive experiences, especially when resolving issues,’ said Iain Banks, CEO of Ventrica. ‘The human touch is essential.’

Luxury shoppers stood out in the study: 87% said they would make repeat purchases after a strong service experience, with 39% making multiple purchases, nearly double the rate in other sectors (source: Fashion Network).

‘When customers receive fast, empathetic and emotionally engaging support, they develop a stronger connection to the brand, leading to increased loyalty and higher spending,’ Banks added.

Our New Codes of Luxury report defines consumers’ emotional and psychological journeys through the luxury sector.