CCMA Study - Irish Consumers Views of Customer Service & Use of AI

CCMA commissioned W5 to undertake a study to capture Irish consumers’ perceptions of customer service in Ireland with a particular focus on customer service support channels and consumer preferences. The research also sought to understand consumers views on the use of AI in providing customer service support. Finally, respondents were also asked for their views on a career in customer services.

This 2026 research builds on a similar survey conducted in 2024. This year’s survey was expanded based on feedback from CCMA members, gathered through a conversational survey conducted in March/ April 2026. A nationally representative sample of 1,012 respondents completed the survey between April 21st and May 11th, 2026.

Key Findings

Customer Service Channels & Ratings

  • Customer service in Ireland is positively regarded with 68% of customers rating a recent customer service interaction as good/very good.
  • Customer service ratings improved across most communication channels in 2026.
    • In-person remains the strongest-performing customer service channel at 75% (+4pp).
    • With notable improvements across Email: up 9ppt to 61%,
    • Phone: up 7ppt to 59%
    • WhatsApp/Messenger: up 5ppt to 60%
  • To access customer service support Phone (91%) and email (89%) remain the most widely used customer service channels, highlighting that customers still rely heavily on direct, familiar communication methods.
  • Live chat with agents (70%) usage has achieved mainstream adoption and appears to bridge the gap between convenience and human support.
  • There is a clear shift towards self-service with customers increasingly comfortable self-serving for simple, transactional tasks such as payments, appointments, delivery tracking and quotes. This reflects growing demand for convenience, speed and digital control.
  • Customers prefer human support for complex or sensitive issues such as complaints and billing issues, highlighting the importance of empathy, reassurance and problem resolution on these journeys
  • This dual track is evident in digital chat channels’ mixed results: Live agent chat performed reasonably well (54%) AI phone agents scored low (29%)

Consumer Views on Artificial Intelligence (AI) Usage in Customer Service Support

  • AI acceptance is conditional, customers accept AI for simple, low-risk, transactional & repetitive tasks.
  • However as interaction stakes rise- such as on more complex and impactful interactions (e.g. complaints, fraud), respondents quickly see less role for AI, preferring the human touch instead.
  • Verbatim feedback highlights strong frustration where AI blocks access to humans, gives generic answers, fails to understand nuance, or creates longer resolution journeys.
  • Customers strongly believe that AI use in customer service should be transparent and clearly disclosed, => 77% want to be told when AI is being used.
  • Over half (57%) agree that it is currently clear when they are interacting with an AI agent.
  • Customers repeatedly describe AI as: Impersonal/ robotic / cold / frustrating and lacking empathy or understanding.
  • The biggest current frustration for customers is AI’s inability to deal with anything outside straightforward requests.

A copy of the report is available to download for CCMA members.