--- title: "Customer Service in 2024: Why it Isn't Working and What Can Be Done" description: "Reimagining Customer Service in 2023: Why the Status Quo Isn't Working and What Can Be Done" image: https://www.retailcx.ie/hubfs/DALL%C2%B7E%202023-09-11%2015.47.22%20-%20an%20image%20in%20the%20style%20of%20salvador%20dali%20representing%20Customer%20Service%20in%202023.png --- [Skip to content](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/customer-service-in-2023-why-it-isnt-working-and-what-can-be-done#main-content) [![RetailCX Success through customer experience](https://www.retailcx.ie/hs-fs/hubfs/logo-transparent-png-1.png?width=300&height=84&name=logo-transparent-png-1.png)](https://www.retailcx.ie) - [Home](https://www.retailcx.ie/) - [Who We Are](https://www.retailcx.ie/about) - [What We Do](https://www.retailcx.ie/what-we-do) - [What We Deliver](https://www.retailcx.ie/challenges-we-solve) - [Who We Work With](https://www.retailcx.ie/who-we-work-with) Show submenu for Who We Work With - [Shaws Department Stores](https://www.retailcx.ie/who-we-work-with-shaws-department-stores) - [Primark](https://www.retailcx.ie/who-we-work-with-primark) - [Permanent TSB](https://www.retailcx.ie/who-we-work-with-permanent-tsb) - [Blog](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience) - [Talk With Us](https://www.retailcx.ie/contact) Open main navigation Close main navigation - [Home](https://www.retailcx.ie/) - [Who We Are](https://www.retailcx.ie/about) - [What We Do](https://www.retailcx.ie/what-we-do) - [What We Deliver](https://www.retailcx.ie/challenges-we-solve) - [Who We Work With](https://www.retailcx.ie/who-we-work-with) Show submenu for Who We Work With - [Shaws Department Stores](https://www.retailcx.ie/who-we-work-with-shaws-department-stores) - [Primark](https://www.retailcx.ie/who-we-work-with-primark) - [Permanent TSB](https://www.retailcx.ie/who-we-work-with-permanent-tsb) - [Blog](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience) - [Talk With Us](https://www.retailcx.ie/contact) Sep 18, 2023 4:06:00 PM # Customer Service in 2024: Why it Isn't Working and What Can Be Done ![Picture of Mark Gould](https://www.retailcx.ie/hs-fs/hubfs/Mark%20Gould%20Colour%20Square.jpg?width=50&name=Mark%20Gould%20Colour%20Square.jpg) [Mark Gould](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/author/mark-gould) Share: [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/customer-service-in-2023-why-it-isnt-working-and-what-can-be-done) [Twitter icon](https://twitter.com/intent/tweet?url=https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/customer-service-in-2023-why-it-isnt-working-and-what-can-be-done) [facebook-f icon](http://www.facebook.com/share.php?u=https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/customer-service-in-2023-why-it-isnt-working-and-what-can-be-done) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/customer-service-in-2023-why-it-isnt-working-and-what-can-be-done) [envelope icon](mailto:?body=https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/customer-service-in-2023-why-it-isnt-working-and-what-can-be-done) **The Crisis of Customer Service Today** Let's call a spade a spade: customer service, as it stands today, is a hot mess. Whether it's cancelled flights with no explanations or futile efforts to connect with customer service agents, the dissatisfaction is palpable. According to the Institute of Customer Service (ICS), general satisfaction levels have hit an eight-year low, which is an unenviable record to beat. And the issue isn't restricted to one sector. Airlines, utility companies, and even once-loved brands are feeling the heat. **Technological Backfires: The AI Dilemma** Contrary to the popular Silicon Valley sermons, the rush to integrate AI into customer service has been less than stellar. Organisations eager to slash costs saw the advent of AI as an opportune moment to eliminate human interaction. Theoretically, chatbots should resolve basic queries while human agents tackle more complex issues. However, the reality has been a far cry from this utopian vision. AI hasn't been a panacea; it's been more akin to an aspirin trying to cure a migraine. **The Labour Market Conundrum: Where Have All the Workers Gone?** It's no secret that customer service sectors, including retail, are reeling from a post-Brexit, post-pandemic labour shortage. Operational standards have been shaky since 2018. Organisations find themselves in a quagmire, unable to return to pre-pandemic norms while dealing with a deluge of queries and complaints. The common scapegoat? An 'unprecedented' number of calls—so common it's become a cliché. **What's the Cost of Saving Money?** Sure, companies have looked to AI and automation as ways to cut corners, but at what cost? Operational efficiencies should not result in emotional deficiencies. When emotions run high, the last thing you want to interact with is a soulless machine. The dissonance between company goals and customer expectations has never been so pronounced. **The Remedy: A Fresh Approach to Customer Service** Enough about the problems; let's talk about solutions. **The Human Element: Non-Negotiable** We must reinvigorate customer service with the human touch. Organisations must train telephone agents and retail staff to solve problems and empathise with customers. First Direct, a telephone-only banking service, offers a glimpse into what such a model could look like. Their customer service representatives are not constrained by metrics but are encouraged to engage in meaningful interactions. No wonder they're seeing unprecedented growth in their current accounts. **The Fine Balance: Technology with a Touch of Humanity** AI and human agents should complement, not substitute, each other. If a chatbot can't resolve a query, the transition to a human agent should be seamless and immediate. It should be implemented to enhance human performance rather than adopting technology to reduce human intervention. **The Bottom Line: Good Service Is Good Business** Companies need to grasp this simple equation. Sure, better customer service may require an upfront investment, but the returns are worth their weight in gold—or, in this case, customer loyalty and profit. **The Future of Customer Service** What we're experiencing is not a mere crisis; it's a paradigm shift. The ethos of "the customer is always right" has been replaced by a transactional mindset. But it's time we reclaim that adage. We can navigate these tumultuous times by striking the right balance between technological efficiencies and human empathy. And let's face it, in a world where customer loyalty is becoming as rare as a four-leaf clover, good service is not just a need—it's a necessity.   [customerexperience](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/tag/customerexperience) ## Related posts [![A frustrated customer in a store and on the phone](https://www.retailcx.ie/hs-fs/hubfs/AI%20Is%20Scaling%20Your%20Worst%20Customer%20Experiences.%20Here%E2%80%99s%20Why.png?height=200&name=AI%20Is%20Scaling%20Your%20Worst%20Customer%20Experiences.%20Here%E2%80%99s%20Why.png)](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/ai-is-scaling-your-worst-customer-experiences.-heres-why) [customerexperience](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/tag/customerexperience), [Leadership](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/tag/leadership), [ServiceCulture](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/tag/serviceculture) ## [AI Is Scaling Your Worst Customer Experiences. Here’s Why](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/ai-is-scaling-your-worst-customer-experiences.-heres-why) ![Picture of Mark Gould](https://www.retailcx.ie/hs-fs/hubfs/Mark%20Gould%20Colour%20Square.jpg?width=50&name=Mark%20Gould%20Colour%20Square.jpg) [Mark Gould](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/author/mark-gould) Apr 29, 2026 4:01:04 PM Over the last few weeks, I have talked with several AI companies that can automate up to 80% of... [Read more](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/ai-is-scaling-your-worst-customer-experiences.-heres-why) [![Customers in a retail store](https://www.retailcx.ie/hs-fs/hubfs/Why%20Technology%20Often%20Makes%20Customer%20Experience%20Worse%2c%20Not%20Better.png?height=200&name=Why%20Technology%20Often%20Makes%20Customer%20Experience%20Worse%2c%20Not%20Better.png)](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/why-technology-often-makes-customer-experience-worse-not-better) [customerexperience](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/tag/customerexperience), [Leadership](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/tag/leadership), [ServiceCulture](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/tag/serviceculture) ## [Why Technology Often Makes Customer Experience Worse, Not Better](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/why-technology-often-makes-customer-experience-worse-not-better) ![Picture of Mark Gould](https://www.retailcx.ie/hs-fs/hubfs/Mark%20Gould%20Colour%20Square.jpg?width=50&name=Mark%20Gould%20Colour%20Square.jpg) [Mark Gould](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/author/mark-gould) Apr 23, 2026 4:22:30 PM Technology was meant to make life easier, delivering faster service, smarter personalisation, less... [Read more](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/why-technology-often-makes-customer-experience-worse-not-better) [![Store Manager assisting a customer](https://www.retailcx.ie/hs-fs/hubfs/Store%20Manager%20assisting%20a%20customer%20in%20a%20shop.png?height=200&name=Store%20Manager%20assisting%20a%20customer%20in%20a%20shop.png)](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/what-will-customers-remember-about-you) [customerexperience](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/tag/customerexperience), [Leadership](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/tag/leadership), [ServiceCulture](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/tag/serviceculture) ## [What will customers remember about you?](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/what-will-customers-remember-about-you) ![Picture of Mark Gould](https://www.retailcx.ie/hs-fs/hubfs/Mark%20Gould%20Colour%20Square.jpg?width=50&name=Mark%20Gould%20Colour%20Square.jpg) [Mark Gould](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/author/mark-gould) Jan 8, 2026 5:18:37 PM When a customer talks about your business to a friend, what do you think they say about you as a... [Read more](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/what-will-customers-remember-about-you) [![logo-png](https://www.retailcx.ie/hs-fs/hubfs/logo-png.png?width=4000&height=1117&name=logo-png.png "logo-png")](https://www.retailcx.ie) [linkedin-in icon](https://www.linkedin.com/company/retail-cx/) Dublin, Ireland Copyright © 2026 RetailCX.ie --- ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Mark Gould", "url" : "https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/author/mark-gould" }, "dateModified" : "2024-03-19T11:06:47.961Z", "datePublished" : "2023-09-18T15:06:00.000Z", "headline" : "Customer Service in 2024: Why it Isn't Working and What Can Be Done", "image" : [ "https://www.retailcx.ie/hubfs/DALL%C2%B7E%202023-09-11%2015.47.22%20-%20an%20image%20in%20the%20style%20of%20salvador%20dali%20representing%20Customer%20Service%20in%202023.png" ], "mainEntityOfPage" : { "@id" : "https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/customer-service-in-2023-why-it-isnt-working-and-what-can-be-done", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.retailcx.ie/hubfs/logo-transparent-png-1.png" }, "name" : "RetailCX" } } ```