While a good number of consumers, 72 percent, say online chat interaction makes for a more loyal customer and nearly a third will use chatbots, the experience is not very fulfilling. Just 15 percent of consumers are happy with chatbot interaction, according to the  Eptica 2017 UK Chat Study.

The data states 65 percent of consumers are happier using chat compared to five years ago, but 69 percent have complaints, ranging from queue time waits to not getting the correct information from customer service agents.

While consumers are open to artificial intelligence chatbot tools, they don't want them in every interaction, as 77 percent want to chat with a human when it comes to complex customer service issues.

"When it comes to chat, consumer expectations are changing fast," Olivier Njamfa, CEO and founder of Eptica, said in the press release on the study. "They value its real-time nature, and want to use it as a key part of multichannel conversations with brands."