If you’ve ever had to change a flight in the middle of a storm, you’ve experienced just how frustrating voice support can be. You navigate a maze of confusing menu options and spend hours on hold, only to be told there are no tickets left because you didn’t reach an agent fast enough.
Poor customer service is so frustrating that many consumers would rather endure bizarre or tedious tasks than go through a bad experience again.
The promise of voice AI is no more painful waiting. You could be greeted by an AI voice agent who can immediately offer three alternative flights and get you rebooked in under two minutes. This is what customers want in a nutshell—quick, empathetic, conversational interactions that solve problems without the frustrations associated with automated phone systems.
Forethought conducted consumer surveys with 2,243 U.S. adults across two extensive studies in early 2025 to understand these expectations. We found that consumers have strong opinions about what they want from voice support. Even small details—like how many buttons they have to press—significantly impact their patience and overall perception of a company.
The reign of flawed phone support continues
For a while, many predicted chat would eventually replace phone support. This made sense, given how universally despised those automated phone systems are. Yet despite chat’s growing popularity, it hasn’t.
Chat support certainly offers convenience, but it comes with significant drawbacks. Our research found that more than half (51%) of consumers admitted they sometimes forget they’re even in a chat session (Gen Z and millennials are the most forgetful culprits) because they get distracted or multitask. One in five say this happens to them frequently.
Chat does deliver several distinct advantages that consumers appreciate.
Yet despite these benefits, phone support remains dominant. A substantial 65% of consumers believe voice is the fastest way to resolve a customer service issue.
Consumers gravitate toward voice support for several practical reasons.
- A majority (58%) feel they are better understood when speaking out loud rather than typing.
- Similarly, 53% believe it’s simply faster to talk than type, and the same percentage finds verbal communication easier overall.
The favorite channel seems to come down to speed and simplicity. When using chat, consumers have clear expectations. Chat should either resolve their problem immediately or provide a seamless handoff to a person. Customers typically turn to phone support when matters are urgent, complex, or emotionally charged, like when they’ve experienced poor service.
Industry also matters, with consumers favoring chat most prominently in retail (32%) and travel (21%). Voice support remains the top choice in industries where trust and clarity are paramount: healthcare (63%), financial services (59%), and restaurants (59%).
Voice AI will need to eliminate the frustrations of phone trees
Despite its popularity, voice support in its current form has severe limitations—automated phone menus still frustrate customers to the point where they simply give up.
Nearly half of consumers (46%) report they would disconnect after navigating through more than four menu selections. Even more telling, over 10% have virtually no patience, abandoning calls after just one or two options
“It’s clear that voice remains essential, but poor experiences drive customers away,” said Deon Nicholas, Forethought’s co-founder, president, and executive chairman. “The key is making AI work for the customer—not against them—by eliminating frustrating barriers and streamlining the experience.”
The good news is that AI can eliminate this problem immediately. With unlimited AI agents ready to answer immediately, customers never wait on hold. They simply call and speak conversationally with an AI that can understand their needs, collect information naturally, and solve their problems right away.
Voice AI will need to address consumer emotions as well as humans
Consumers prefer voice support because they think their feelings will be better understood. When asked about the benefits of voice versus online chat, 58% of consumers said agents are more likely to know how they feel when they can explain by talking.
Another 53% find it faster, and the same percentage simply find voice communication easier overall.
Our research found that 66% of consumers are most likely to show emotions during phone interactions, making voice the primary channel for emotional expression. This emotional component presents a significant challenge for AI, which will have to handle emotion as well as human agents.
“AI has the power to improve CX, but only if it understands and responds to human emotion,” added Nicholas. “Great customer support isn’t just about speed—it’s about making customers feel heard and valued and resolving their issues quickly.”
In the past year, 55% of consumers expressed negative emotions when dealing with an AI agent. 23% expressed frustration, 11% felt outright anger, and 14% experienced both. There were some generational differences in emotional expression—Gen Z and Millennials show emotions more readily during chat, email, and text interactions than other generations.
This trend signals that brands must handle all digital conversations with genuine empathy, not just voice interactions. Without this emotional intelligence, customers who choose voice specifically because they want to feel heard will likely end up disappointed.
Implications for CX leaders
For businesses integrating AI into their support operations, these findings mean leadership will have to balance automation with human connection when implementing new technology.
- AI-driven phone systems should recognize and respond to emotional cues like frustration and anger as effectively as human agents do.
- Even advanced AI systems will benefit from a straightforward path to human agents, particularly when customer emotions intensify.
- With younger generations expressing more emotions in digital channels, AI needs stronger emotional intelligence across all communication methods.
- Customer history integration helps AI deliver personalized interactions without forcing callers to repeat information, addressing a common source of frustration.
Customers have spoken clearly through our research. They want the convenience of AI with the emotional understanding of human interaction. The companies that deliver both will create support experiences that not only solve problems but also strengthen customer relationships.
Humans and AI will need to work together to improve voice support
For CX leaders, the path forward isn’t about choosing between human agents or AI systems—it’s about creating thoughtful integrations that use the strengths of both.
Our research underscores that voice channels are chosen because customers believe that’s where their emotions are heard. To preserve that advantage while implementing AI, CX leaders have to ensure their automated systems can empathize, escalate to humans, and minimize annoyances like convoluted phone trees. This human-plus-AI partnership will create the best outcomes for both businesses and customers.
