Social media will dominate the customer service game," said Scott Morris, Chief Marketing Officer of Sprout Social. "About one-third (35%) of consumers plan to use social media more to get customer service questions answered." He noted the significant engagement is even more pronounced among younger people like Gen Z and Millennials, where 49% and 41%, respectively, indicated they would use social media for customer service.
As nearly everyone turns to platforms like Facebook and Instagram first to get their questions answered quickly, the expectation for speed and personalization has never been higher," explained Morris. "In fact, among all social media users, 40% want companies to prioritize personalized customer service on social media in 2025.
AI should be dispersed to manage workflow and automated tasks, leaving social and care teams to focus on creative content and meaningful customer engagement," said Morris. This indicates that a blend of AI for routine inquiries and human involvement for complex issues will be essential for success in customer service.
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