Helping Owners Facing a Recall: What Human Empathy Sounds Like
Helping Owners Facing a Recall: What Human Empathy Sounds Like
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Artificial Intelligence (AI) and automated chatbots have exploded in use amidst today’s fast-paced digital economy. Businesses are under constant pressure to innovate, streamline costs, and increase customer service efficiency, leading to adoption of these technologies in call centers across many industries, promising 24/7 service, faster resolutions, and reduced staffing costs. While AI offers clear benefits in handling high volumes of routine customer inquiries, its overuse in emotionally charged and complex situations—especially in industries like automotive—can backfire. For customers facing vehicle recalls, breakdowns, or safety concerns, the inability to speak with a compassionate human agent often results in heightened frustration, brand alienation, and long-term damage to customer relationships.
This article explores the limitations of AI in managing high-stress call center situations, supported by consumer data and real-world examples, particularly from the automotive sector. The goal is not to vilify artificial intelligence but to advocate for a balanced, human-first approach in scenarios where emotional intelligence and empathy are irreplaceable. In full disclosure, Recall Masters does not utilize artificial intelligence (AI) or automated chatbots in its US-based, live agent contact center to respond to owners of vehicles affected by a dangerous recall who call or text for assistance.
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The Rise of AI in Call Centers
According to a 2023 Gartner report, 75% of customer service organizations are using some form of AI technology, including chatbots, voice assistants, and natural language processing systems. The appeal is understandable: AI can handle thousands of interactions simultaneously, works 24/7 without breaks, and reduces labor costs.
In industries like retail or travel, where customer queries are often transactional and routine, AI works reasonably well. For example, a chatbot answering “What time does my flight leave?” or “What’s the status of my order?” provides fast, consistent responses. However, these advantages do not always translate to high-stakes customer service environments, such as when a consumer calls about a potentially dangerous automotive recall or a vehicle malfunction that places their safety at risk.
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The Human Element: Emotional Intelligence Matters
What AI lacks—at least in its current form—is the ability to empathize. Emotional Intelligence (EI) involves recognizing, understanding, and managing one’s own emotions as well as the emotions of others. It is especially critical in customer service scenarios involving fear, confusion, or anger.
A 2022 PwC survey found that 59% of consumers feel companies have lost touch with the human element of customer experience. When consumers are anxious, the last thing they want is to be greeted by a robotic voice or a chatbot that cannot understand the nuance of their concerns. A study by Genesys found that 70% of consumers prefer to speak with a human representative during complex interactions, particularly those involving financial decisions, insurance claims, or safety concerns.
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The Automotive Industry: Where AI Falls Short
The automotive industry provides a vivid example of where AI and automation can fail to meet the emotional and logistical needs of consumers. Consider a consumer who has just received a recall notice indicating that their vehicle may have a faulty airbag or braking system. The psychological stress in these situations is real—ranging from fear for personal safety to frustration over the logistics of getting the vehicle repaired.
Vehicle recalls are complex, with multiple stakeholders (OEMs, dealers, third-party providers), technical jargon, and time-sensitive repair schedules. Automated bots often cannot explain why a specific part failed or address whether it’s safe to drive the car in the meantime. Worse, consumers may be trapped in a loop with a chatbot that can only offer generic information or direct them to a frequently asked questions (FAQ) page.
According to a 2023 Recall Masters Consumer Study, 82% of consumers who called about a vehicle recall said they were more anxious after interacting with a bot than before the call. Of those, 68% said they would have preferred a human representative, even if it meant waiting longer. One respondent summarized the experience: “My safety was at risk, and the bot kept asking me if I wanted to schedule an appointment. I had questions it couldn’t answer. I ended up hanging up and calling the dealership instead.”
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Chatbots Can’t Read the Room
AI and bots are rule-based systems. Even with advances in natural language processing, they still fall short in understanding context, tone, sarcasm, or urgency. For example, if a consumer calls about a vehicle stalling in the middle of traffic—a terrifying experience—the bot may respond with, “I’m sorry to hear that. Let’s schedule your next service.”
This disconnection between the urgency of the situation and the bot’s response can come across as tone-deaf or indifferent, further aggravating the caller. In contrast, a human agent can assess the tone, show concern (“That sounds frightening. Are you safe now?”), and offer tailored solutions that build trust and loyalty.
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Brand Damage from Poor AI Implementation
Brands that rely too heavily on AI in emotionally charged interactions risk damaging their reputation. A 2021 Salesforce State of the Connected Customer report found that 89% of consumers say a positive customer service experience makes them more likely to make another purchase. Conversely, 73% said one negative interaction with a brand can lead them to switch to a competitor.
In the automotive sector, where brand trust is paramount, this is a risk dealerships can’t afford. A recall or service mishap handled poorly via automation can make the difference between a lifelong customer and one who never returns to the dealership or abandons the OEM brand altogether —and tells others about it.
Example: Automated Failure in EV Support
Electric vehicles (EVs) often present a steep learning curve for first-time buyers. One automaker implemented an AI chatbot to handle EV-related queries. However, customers calling about battery charging issues or software glitches found themselves stuck in endless loops, unable to speak to a person. Online forums soon filled with complaints about the automaker’s “cold, confusing, and useless support,” leading to a PR crisis that forced the brand to hire more live agents and offer callback options.
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Consumers Are Willing to Wait for a Human
Contrary to the myth that today’s consumers demand instant gratification, data shows that people are often willing to wait for a quality interaction—especially when stakes are high.
A 2023 American Express Customer Service Barometer revealed that 60% of consumers would wait 5–10 minutes longer if they were guaranteed to speak with a knowledgeable and empathetic human agent. The same survey showed that 92% of respondents believed that speaking with a live agent improves the quality of the service experience, particularly during emotional or technical discussions.
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When AI Is Helpful—And When It Isn’t
AI is not inherently bad. It shines in several areas:
- Routine inquiries: Checking appointment times, store hours, vehicle maintenance schedules.
- Transactional tasks: Checking on available appointment times, status checks, payment processing.
- After-hours coverage: Providing basic information when human agents are unavailable.
But it is not a one-size-fits-all solution. AI should be viewed as a supportive tool, not a replacement for human empathy.
High-stress situations—such as safety concerns, recall repairs, roadside emergencies, warranty disputes, or financial hardship—require emotional nuance that AI cannot yet replicate.
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The False Economy of Cost-Cutting with AI
Many businesses embrace AI to reduce costs. However, the long-term cost of lost customers, negative reviews, and diminished brand equity can far outweigh the savings.
Forrester Research estimates that companies lose over $75 billion annually due to poor customer service, much of which is attributed to impersonal, automated systems. And according to NewVoiceMedia, 86% of consumers say they’re more likely to stay loyal to a business that offers a live agent option, even if they also use AI for other services.
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So What Does Better Service Sound Like?
The following are a sampling of calls retrieved by the live agents in Recall Masters’ Contact Center. All identifiable information has been filtered from the call recording, as is required by consumer privacy laws. A brief summary provides a snapshot of the event surrounding the consumer’s situation and eventual service transaction.
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BMW Owner Almost Slips Through the Cracks – Lapsed
Revenue: $2,106 in Warranty, $1,924 in CP, for a total service revenue of $4,030
Call Notes: When Josh A. heard about a possible recall on his 2016 BMW 535D SEDAN, he called BMW of Gwinnett Place directly, not the Recall Department hotline managed by RM’s Contact Center. As is the case with most dealership staff, their information was incorrect and Josh was told there was no recall. Shortly, thereafter, he received our recall notification and reached a better-informed team, who then walked him through the recall and scheduled his repair appointment, which also included a check of an engine light. Call has been truncated for marketing purposes.
Forester Owner Looking for a New Home Dealership – Prospect
Revenue: $612 in Warranty, $4,740 in CP, for a total service of $5,352
Call Notes: It’s common knowledge in the auto industry – Subaru owners are loyal to the brand. But what if a new owner moved to a new location or purchased the vehicle in the secondary market? Those owners don’t have a relationship with a Subaru retailer and often slip into servicing in the aftermarket. This was the case for Walid B., who was driving her 2017 Subaru FORESTER 2.5I for more than a year without any knowledge of an open recall. RM was able to locate her and schedule a recall repair. As the vehicle had more than 120K miles, she also opted in for some additional work. Call has been truncated for marketing purposes.
Recall Missed, but Parts Now Available – Recent
Revenue: $1,769 in Warranty
Call Notes: What happens when an owner finally takes action on a recall, then parts aren’t available? It’s a lost opportunity that can also be a confidence setback, but a reminder that vigilance pays off. This recall campaign was originally announced in 2017, yet Diana H., the owner of a 2013 Ford Fusion, didn’t visit the dealership unannounced until August 2024. Parts weren’t available at that time and it took another 7 months of communication for her to schedule the appointment. The call sheds light on her busy schedule and limited time, but, eventually, the recall was cleared. Call has been truncated for marketing purposes.
Small Recall Repair Leads to Big CP – SNS
Revenue: $246 in Warranty, $4,256 in CP, for a total service of $4,502
Call Notes: Mark S. bought his 2013 Toyota RAV4 new from DCH Brunswick Toyota (a Lithia store) and never came back for service. Fast forward 12 years later and he’s now facing a recall, an unsecured battery that could cause a short circuit. While the safety risk is high, the remedy only takes 36 minutes and yields $246 in warranty. What does it take for a vehicle owner who has never visited the dealer since purchase to approve more that $4,000 in customer pay (CP) work? It takes convenient, knowledgeable service to pull this out-of-warranty vehicle from aftermarket servicing. Call has been truncated for marketing purposes.
In industries like automotive, where consumer safety and trust are on the line, brands must rethink their approach to customer service. Investing in empathetic, well-trained human agents is not just an operational decision—it’s a strategic one that enhances brand loyalty, reduces churn, and builds lasting relationships.
AI is a powerful tool, but without the human touch, it can become a barrier rather than a bridge. The brands that win in the long term will be those that use AI to amplify, not replace, the human voice.
Sources:
- Gartner, “Emerging Technologies in Customer Service” Report, 2023
- PwC Consumer Intelligence Series: Customer Experience, 2022
- Genesys State of Customer Experience Report, 2022
- Recall Masters Automotive Recall Consumer Study, 2023
- Salesforce State of the Connected Customer, 2021
- American Express Customer Service Barometer, 2023
- Forrester Research, Customer Experience Benchmarking, 2022
- NewVoiceMedia: Serial Switchers Report, 2021
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About the Author
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Sean Reyes oversees all marketing efforts at Recall Masters as Chief Marketing Officer. Sean’s experience spans more than 35 years of business development and strategic marketing experience, having developed go-to-market products and solutions for the automotive, healthcare, insurance, finance and technology industries to serve Fortune 1000 clients like American Express, Toshiba, Western Digital, Cox Communications, Novartis, Microsoft, IBM, Compaq, HP, National General Insurance, MyCustomer Data, DigniFi and several automotive affiliates and dealerships. Sean lives in Napa, CA with his wife Kathryn and spends his free time hiking, kayaking, playing guitar, going to concerts, rebuilding project cars and helping his kids embark on adulthood. |
