Are You Losing Customers Because You’re Ignoring Social Media Support?

In a digital-first world, customer loyalty is more fragile than ever — and social media has become ground zero for real-time brand interaction. While AI tools are gaining popularity, new research reveals that what most customers really want in 2025 is simple: speed, empathy, and the option to speak with a human when it matters.

A new report from Emplifi, Inside Social Customer Care Today, based on insights from nearly 1,000 U.S. consumers, highlights just how quickly customer expectations are shifting — and how many brands are falling behind.

Big brands are already using these insights to enhance their customer service. The question is: will your business keep up?

1. Human support is still critical

Despite the rapid rollout of AI-driven chatbots and self-service tools, 67% of consumers say they still prefer to interact with a human when seeking support on social media.

This doesn’t mean businesses should abandon automation — but it does suggest that people want technology to complement, not replace, real human connection. Chatbots can help triage basic questions, but they can’t replace empathy, creativity, or complex problem-solving.

For businesses, this means prioritising a hybrid approach: use AI to speed things up, but ensure trained human agents are accessible for anything that goes beyond a simple query.

2. One bad experience is all it takes

According to the report, 70% of customers say they would leave a brand after just one or two poor customer service experiences. That could be a delayed reply, an unresolved issue, or even a response that feels cold or automated.

Today’s customers aren’t just looking for fast answers — they want to feel heard. On social platforms, this expectation is magnified. A single poor experience can quickly be shared or amplified, damaging a brand’s reputation far beyond the individual complaint.

The message is clear: response speed, tone, and resolution all matter. And in a competitive market, customers won’t wait around for a second chance.

3. Facebook dominates, but Instagram is rising

The data shows that 55% of consumers use Facebook as their preferred platform for customer service. But Instagram is quickly catching up — especially among younger users.

This shift underscores the importance of meeting customers where they are. Brands that focus only on traditional service channels (or neglect social media entirely) are missing a major part of the customer journey. Whether it’s via comments, DMs, or even story replies, customers expect to be acknowledged and helped — in-platform and in real time.

How leading brands are responding

Forward-thinking companies are adapting quickly to these expectations. They’re blending AI and human support to offer fast, scalable, but personal customer service. They’re training social media managers in frontline customer care. And they’re building service models around the platforms their customers already use.

This includes:

• Using social listening tools to monitor sentiment and flag issues early

• Responding to customer inquiries in-platform, rather than redirecting to email or phone

• Tracking response times and satisfaction metrics on social as seriously as they do in call centres

Why it matters for your business

Customers now expect customer care to be instant, available across channels, and handled with a personal touch. It’s no longer enough to have a contact form buried on your website or a chatbot with limited scope.

If your brand isn’t actively managing service on platforms like Facebook and Instagram, you risk losing customer loyalty — often without knowing it.

The Emplifi report offers valuable insight into how customer service is evolving in 2025 and what businesses can do to stay ahead. Social media is no longer just a marketing channel — it’s where customer service happens in real time, and where brand loyalty is either strengthened or lost.

Download the report to understand where expectations are rising, what your competitors are already doing, and how to ensure your customer experience keeps pace with what people now expect.

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