TCN Reveals Contact Centers Must Prioritize Agents for Profitability
ST. GEORGE, Utah – October 16, 2025 – TCN, a leading global provider of cloud-based contact center solutions, today announced the release of its 2025 Annual Consumer Survey results, published in the new eBook, Understanding the Modern Consumer. Conducted in partnership with Talker Research (formerly OnePoll), the survey of 1,000 U.S. adults provides critical, actionable data for contact centers navigating the complex landscape of AI and automation. The findings overwhelmingly emphasize the enduring value of human interaction and operational efficiency in driving an exceptional customer experience (CX).
Key Findings: The Human Element and the Urgency of Efficiency
This year’s survey, the fifth consecutive study, offers a clear mandate for contact centers: prioritize the live agent experience and streamline operations for speed and resolution.
Despite the surge in AI and automation, consumers’ preference for human interaction remains strong and is, in some areas, increasing:
More than half of Americans prefer to speak with a live agent by phone when communicating with customer service. Much of this is motivated by an urge to evade automation that traps customers in a loop, as well as a desire to discuss sensitive information with a live person instead of a phone system.
Consumers also value efficiency above all else, making quick, expert resolution a non-negotiable for brand loyalty. An agent’s ability to solve an issue is the single most valued characteristic, followed closely by a customer service department’s ability to solve an issue quickly. This data supports the findings that the top two frustrations cited by consumers are waiting on hold for a long time and having to talk to several people/departments to get an issue resolved. This increased emphasis on quick resolution could also be a contributor to the majority of Americans being likely or somewhat likely to abandon a brand after just one poor customer experience. Customer service is the second most influential factor (after cost) when consumers choose to do business with one brand over another, demonstrating its direct impact on the bottom line.
How Contact Centers Can Leverage This Info to Improve Operations
TCN’s 2025 Consumer Survey provides a precise roadmap for contact centers aiming to boost customer satisfaction, retention, and revenue. The findings strongly support investing in agent expertise. Since so many consumers prioritize the agent’s ability to solve the issue, especially upon first contact, contact centers must focus on equipping agents with comprehensive knowledge and the authority to make decisions to ensure they can solve the issue on the initial contact, and implementing advanced skills-based routing to connect customers immediately with the most qualified agent, directly addressing the concerns of those who are frustrated by having to speak to multiple departments.
While customers prefer live agents for critical interactions, automation should be used strategically to handle non-sensitive tasks and support agent efficiency, helping reduce hold times, offloading simple inquiries, and leveraging high-value proactive communication.
TCN’s Take
Good service is not a cost center, but a profit driver. Consumers are very likely to make a repeat purchase after a great experience. By focusing on the core demands of the consumer—knowledgeable agents, fast resolution, and a human touch—contact centers can directly influence brand loyalty and increase revenue.
“While the industry is eager to embrace AI, the human touch defines a great customer experience,” said McKay Bird, Chief Marketing Officer at TCN. “Contact centers that invest in empowering their live agents with better tools and training—prioritizing efficiency, first-call resolution, and low hold times—will gain a significant competitive advantage. TCN’s platform, Operator, is designed to help contact centers achieve this balance, supporting both the agent and the operation to deliver the seamless, human-centric CX that today’s consumers demand.”
The full TCN 2025 Consumer Survey eBook, Understanding the Modern Consumer, is now available for download.