According to the latest CX Stories survey by Focus Bari, titled “AI & Trends in Customer Service,” consumers in Greece are more comfortable than ever with digital tools, while continuing to value human interaction when it comes to critical customer service moments.
Six in ten consumers (60%) believe artificial intelligence can significantly enhance the customer experience, primarily through 24/7 availability, faster response times, and quicker problem resolution.
The findings highlight technology as a key enabler for businesses, with automation improving service efficiency and reducing waiting times.
More than half of respondents (54%) view digital transformation as a major driver of better customer service. The growing shift toward digital communication channels is making interactions more immediate and accessible, although the transition is not without challenges.
On the downside, consumers identify rising prices (51%) and a lack of care or attentiveness (47%) as the two biggest factors undermining the customer experience. The results suggest that technological progress alone is not enough unless it is matched by meaningful, high-quality human engagement.
Despite widespread adoption of digital tools, 68% of Greek consumers say they are comfortable using technologies such as chatbots, online self-service platforms, and voice AI. However, 64% still prefer speaking with a human representative when dealing with complex customer service issues.
The findings point to the emergence of a hybrid customer experience model. While AI is becoming increasingly embedded in everyday service interactions, the human element remains indispensable for more difficult or sensitive cases.
The survey also found that the restaurant, technology, and supermarket sectors deliver the strongest customer experiences, reflecting their effective use of digital tools and more consistent service standards.
By contrast, the telecommunications and restaurant sectors record the widest fluctuations in consumers’ emotional responses, suggesting greater inconsistency in service quality.
Overall, the picture is clear: today’s Greek consumer is digitally savvy, demanding, and receptive to new technologies, but still expects human support when issues become more complex.
The research also indicates that while consumers recognize companies’ ESG performance and broader social and environmental impact, these factors are not yet decisive in shaping their final purchasing decisions.
