Consumers prefer social media to post feedback and reach out to customer care for queries, as per Sprout Social’s research.
According to the study, 47% of customers consider brands that provide excellent customer service to be "best in class” on social, while 46% say audience engagement is important. Other variables consumers consider to rank brands are transparency (44%), memorable content (39%), distinct personality (33%) and more.
47% of consumers across ages consider responding to customer service questions promptly as the top brand action that drives purchases. However, 43% are likely to buy from brands that demonstrate an understanding of their needs and wants.
This sentiment was shared among 50% of 18-23 year-olds. Creating culturally relevant content is imperative for 53% of 24-39 year-olds. 91% consumers visit a website or an app, after following a brand on social. 83% recommended brands to their friends and family.
[3 minute read]