Many consumers now prefer to engage with brands on social media rather than other channels. What they have come to expect from their social media experiences has evolved over time, but by how much? What kinds of interactions matter most to customers, and what must brands do to meet (or exceed) these expectations?
Emplifi’s report, 7 key consumer expectations impacting social media success today, explores these ideas in more detail. Findings from an Emplifi-commissioned survey conducted by Harris Interactive shed light on social media expectations across three key age groups – Gen X, millennials, and Gen Z – and identify areas where brands can improve.
Key findings from the report include:
When given only one choice, consumers were more likely to choose social media as their preferred channel to engage with brands (above other channels like email, phone, website chat, and visiting a physical store).
Up to 68% of consumers use (or want to use) social media at key moments throughout the customer journey - before, during, and after the purchase process.
Over 60% of consumers don’t feel they receive excellent customer service on social media
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