Dive Brief:
- Nearly 3 in 5 consumers say it's important for companies to respond to support inquiries on social media, according to an Emplifi survey of nearly 1,000 U.S. consumers released Wednesday.
- Customers who reach out via social media for customer support want fast, human responses. Two-thirds say they want a person to respond to them, according to the survey.
- They also largely expect a response within 24 hours. One-third of respondents say they expect a response within 1 hour. Only 4% said they are OK with a response in 72 hours or more.
Dive Insight:
Customers expect timely responses on a range of channels — whether via phone, chatbot or social media.
With social media the No. 1 preferred communication method in the U.S., the channel has evolved from a marketing platform to a critical form of customer service, according to Susan Ganeshan, CMO at Emplifi.
“Social media is no longer just a promotional tool; it’s a vital support channel that requires speed, visibility and personalization,” Ganeshan said in an email. “Customers expect quick responses and public interactions, and slow replies can significantly damage a brand’s reputation.”
Over one-third of respondents — 37% — cited slow response times as a contributor to negative experiences. About one-quarter say a lack of 24/7 customer support options contributes to a poor experience.
AI can be useful to quickly acknowledge a customer complaint, but it can fall short as the only form of response. Emplifi encourages brands to use AI to triage, but to prioritize timely follow-up by the customer support team.
“AI can handle basic queries and repetitive tasks, making it an efficient tool for high-volume situations,” Ganeshan said. “However, human oversight is still crucial for complex issues that require empathy or problem-solving.”
