What customers expect from your service: quality and speed

[shaownhasan]

In a world where social DMs india business email list have become a form of texting in their own right, brands replying quickly to customers is table stakes. This makes speed a critical performance metric in social media customer care.

As modern customer expectations shift heavily toward immediacy and accessibility, so have the number of customers who turn to social media for prompt responses and solutions. According to our 2024 Social Media Content Strategy Report, customers across generations—Gen Z, Millennials, Gen X and Baby Boomers—are using social media for customer care.

Sprout's 2024 Social Media Content Strategy Report shows customers across generations such as Gen Z, Millennials, Gen X and Baby Boomers are using social media for customer care.
It makes sense, then, that one of the ways brands can amp up customer care quickly and effectively is to make social customer care an integral part of their overall customer service.

Yet, consumers want more than just a fast response.

The The Sprout Social Index™ found nearly 75% of customers wanted brands to respond within 24 hours or less and consumers believe that personalized customer service should be a company’s number one priority on social media in 2025.

As social platforms become the preferred channel for inquiries and complaints, brands need to keep up with the speed of social and provide swift, effective solutions. It’s especially critical today, when social customer care has such a huge impact on the entire service experience, influencing customer satisfaction, loyalty and brand reputation.