A study by Emplifi showed that more than half of respondents said that the quality of customer service has a greater impact on brand perception
The study “Top 7 Consumer Expectations Impacting Social Media Success Today”, conducted by Emplifi, found that 6 out of 10 consumers feel they are not getting a great experience when making a purchase.
The analysis explores what consumers expect from their social media experiences and brand interactions, as well as how marketers can adapt their strategies to better meet these expectations, describing insights into how different generations engage with brands. , with a focus on shopping on social networks and CX.
According to the survey, 2 out of 3 consumers use social media as a touchpoint during the customer journey.
“The key for brands to excel at CX is to expand customer service and marketing programs to the channels their customers are active in. Digital has opened up endless possibilities, and the companies that will succeed are those that are solving today’s challenges with tomorrow’s technology,” explained Alexandra Avelar, country manager at Emplifi in Brazil.
More than half of respondents (56%) said they feel the quality of customer service has a greater impact on brand perception, and when asked to choose an item that most generates positive business perceptions, consumers rated service availability 24/7 customer service (29%) and quick response times (28%) as the top two items.
Emplifi’s survey also highlighted platform preferences by generation. Instagram (65%) and TikTok (51%) are popular with younger age groups, and Facebook is more popular with Gen X (76%) versus Gen Z (43%).
“It is no longer enough to use social networks to take care. Companies need to take an ‘always on’ approach and scale their efforts to provide a good experience. The technology is there, brands just need to adopt it”, added Alexandra.
