By: Matt Sonnhalter, Vision Architect
In this five-part series, we are taking a look at the 2022 social trends from Hootsuite. The final macro trend for 2022 is the customer care trend.
The Customer Care Trend
Social marketers rescue their brands from the customer service apocalypse
Spurred on by lockdowns and chaotic shifts in business operations, we’ve seen social marketers take on more responsibility for managing an influx of customer service inquiries.
Social has become the front line of this crisis
Consumers, fed up with waiting on hold, have discovered that service delivered via social is immediate, convenient, and effective. In a Nielsen survey commissioned by Facebook, 64% of people said they now prefer to message rather than call a business. The pressure on businesses to adapt to as many digital customer service channels as possible is sky high.
According to Gartner, 60% of all customer service requests will be managed via digital channels by 2023. Consumer expectations are mounting. Demand for integrating customer care channels is increasing—and social is where that pressure is peaking.
Most organizations are not ready to deliver customer care on social.
Despite a rise in demand, many organizations aren’t well positioned to deliver effective customer care over social media…at least not yet. Our internal data from research conducted in July 2021 tells us that 71% of organizations have either not started investing in social customer care yet, or they don’t plan to invest in it at all.
In 2022, business leaders will look to social marketers to take a greater role in customer care. Pioneering social marketers will break from their departmental silos to build deeper inroads with customer service teams and take more agency in delivering customer care.
What do you think about these five trends and where does Social Media rank in your marketing priorities for 2022?
Did you miss one of the first four trends?