Intelligent Issue 22 | Page 52



70 % of Gen Z believe they don ’ t receive excellent CX on social media


mplifi , a leading unified customer experience platform , released 7 Key Consumer Expectations Impacting Social Media Success Today , a report outlining generational insights into how different groups engage with brands , specifically in regard to social shopping and CX . Surveying more than 1,000 respondents from the US , the report explores what consumers expect from their social media experiences and brand interactions and also how social media marketers can adapt their strategies to better meet these expectations .
Gen Z most dissatisfied of consumers on social media
Emplifi discovered that 40 % of consumers surveyed feel they are getting an excellent customer experience ( CX ) on social media when making a purchase . For Gen Z , which represents the largest group of global consumers , there was even more frustration with 70 % believing they do not receive excellent CX . However , the study also found that two out of three consumers prefer to use social media during the buying process to ask questions , make purchases and seek post-purchase customer support .
" Communication preferences change with time , which poses an immense challenge for brands whose product or service serves multiple generations ," said Shellie Vornhagen , CXO , Emplifi . " The key for brands to truly excel at CX is to expand care and marketing programmes into the channels where their customers are active , and increasingly , that ’ s social media . Social continues to pull away as the consumers ' choice and the companies that will succeed are those who follow their customers ' lead and embrace social as well ."
Different generations prefer different platforms
Emplifi ’ s survey also highlights generational platform preferences , with Instagram ( 65 %) and TikTok ( 51 %) being popular among the younger age groups and Facebook more popular among Gen
X ( 76 %) vs Gen Z ( 43 %). These findings underscore the importance of factoring in age when shaping buyer personas and CX initiatives into social media strategies .
More than half of respondents ( 56 %) feel that customer service quality has a larger impact on brand perception . When asked to pick one item that drives positive brand perceptions the most , consumers rated 24 / 7 customer service availability ( 29 %) and quick response times ( 28 %) as the top two items , showing the critical role of a solid , always-on customer care infrastructure on all channels .
“ It ’ s no longer enough to use social media to provide care ,” added Vornhagen . “ Consumers are looking to social media not only to research and purchase products , but also for post-purchase care . Companies need to adopt an ' always on ' approach and scale their efforts to provide a seamless experience on the platforms on which their customers are . We ’ re fortunate to live in an age where this is possible . The tech is there , now we just need brands to get on board .” �
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