A reader has publicly disputed Centrica’s defence of axing 1,300 call centre and back-office roles at British Gas, after chief executive Chris O’Shea claimed 90% of customers prefer digital channels to speaking with a human. Charles MacKinnon argues in a published letter that this apparent preference is manufactured by deliberately obstructive phone systems rather than genuine customer choice.
What did Centrica actually claim?
Centrica’s boss said that the vast majority of British Gas customers now choose digital contact methods, such as apps and chatbots, over phone calls as their first point of contact. He cited a 20% drop in call volumes as evidence of this shift, using the figures to justify the elimination of 1,300 jobs across customer service and back-office functions.
The company has framed the job cuts as a response to changing customer behaviour rather than a straightforward cost-cutting exercise, positioning the reduction in phone-based contact as proof that digital tools are meeting demand more effectively than human staff.
Why do critics dispute the chatbot preference claim?
Critics argue the shift toward digital channels reflects design choices by the company rather than authentic customer preference. MacKinnon points out that locating a genuine phone number for British Gas is already difficult, and callers who do find one face multiple automated menus and prompts steering them back toward apps and online chat before they can reach a person.
Customers aren’t choosing chatbots because they prefer them — they’re being funnelled there while being kept on hold at their own expense, the reader said.
This, the letter suggests, means the fall in call numbers is a symptom of frustrating design rather than evidence that people are satisfied with automated alternatives. Critics say attributing this shift to preference conveniently supports the narrative needed to justify workforce reductions.
What does this mean for British Gas customers?
The dispute highlights a broader tension between corporate efficiency drives and customer service quality in essential utilities. As Centrica proceeds with cutting 1,300 positions, customers may find it even harder to reach human representatives for complex issues that chatbots and apps cannot adequately resolve, such as billing disputes, emergency situations, or account problems requiring judgment and flexibility.
The criticism also raises questions about how companies measure and report customer satisfaction metrics, particularly when those metrics are used to justify decisions that reduce staffing and, by extension, the availability of human support.
