Youi has published research showing that retail is Australia's most-contacted customer service sector, indicating a strong preference for human support when problems arise.
The survey of more than 2,000 Australians found 41% had contacted retail customer service in the past year, the highest rate among the sectors covered. It also found 62% said their most recent customer service interaction took time or energy away from something that mattered to them.
That cost extended beyond inconvenience. Of those surveyed, 39% said customer service issues cut into personal downtime, 19% cited mental or emotional wellbeing, 13% said time with family or friends, 11% said work or income, and 7% said sleep.
When the most recent experience was negative, the effects were sharper. Among those respondents, 91% reported some cost to their time or wellbeing, including 57% who lost personal time, 52% who lost mental energy, 27% who lost family time, 23% who lost work or income time, and 18% who lost sleep.
The research also highlighted commercial risks for retailers. After one negative customer service experience, 45% said they would avoid the retailer, 40% would switch to a competitor, and 39% would share a negative opinion with others.
Speed appeared to make a measurable difference. When retail issues were resolved in under 10 minutes, 56% of shoppers said the experience had no negative impact at all.
Human contact
Across all sectors in the study, respondents placed the greatest value on speaking to a real person. It was named by 51% as the leading factor in achieving an effective resolution, ahead of clear communication on 34% and quick responses or short wait times on 33%.
The preference for human support remained strong even among those comfortable using digital tools. Among respondents who preferred technology, 81% still said speaking to a real person was important or essential for high-stakes issues affecting finances, health or family.
The survey found 32% of those respondents wanted to speak to a real person immediately when something went wrong. Across the broader population, that figure rose to 67%.
Anthony Antonucci, chief customer officer at Youi, said the findings showed a consistent pattern in what people wanted from customer service.
"This research makes clear that great customer experience isn't accidental - it follows a recipe. Australians tell us the three ingredients that matter most are simple: being able to speak to a real person, having clear communication, and getting a quick, effective response."
"But as more companies lean heavily into automation and AI, access to a real human is becoming harder to find, and consumers are feeling the consequences. Even tech savvy Australians, who are comfortable with digital tools, still credit real human support as critical to resolving their issue. That tells us something important: technology can absolutely help, but it can't replace empathy, clarity or genuine connection. These three elements are key to timely issue resolution, giving customers their time back," he said.
Retail pressure
The findings place particular focus on retail because of the volume of contact and the speed at which customer dissatisfaction can erode loyalty. In a sector where repeat purchasing and brand trust are closely linked, the research suggests service failures can quickly translate into lost business.
Although 81% of respondents described their most recent customer service interaction as positive, the survey indicates poor experiences carry a disproportionate effect. The combination of lost time, frustration and the ease of switching retailers appears to sharpen that risk.
Sabina Read, psychologist and human behaviour expert, said the results reflected the continued importance of personal interaction.
"In a fast-moving world, with AI and chatbots infiltrating many of our daily interactions, it's no surprise that human connection and clear communication top the list of ingredients that constitute a positive customer service experience. We're hardwired for connection. Even the best technological innovations can't replace the power of being seen, heard and validated in a timely manner when we are seeking to resolve an issue that matters to us," Read said.
She added that frustration changed what people needed from service interactions. "Curiosity and presence matter when we're feeling frustrated. Human connection is the most impactful way to truly bring these to life, which goes a long way in explaining why contact with another person is a key ingredient in delivering customer service that lands."