Signal Human interaction raising loyalty jumped from 54% to 74% in customer support

Summary

Capgemini records a sharp rise in the value consumers place on human contact. Nearly three in four, 74 percent in October 2025, say human interaction during automated in-store support increases their loyalty, up from 54 percent in November 2024. For the purchase stage, 66 percent agree that more human interaction boosts loyalty, compared with just 40 percent a year earlier. More than seven in ten also value in-person help with complex purchases or service problems. The report concludes that digital convenience must be balanced with human support to win loyalty.