Most social shoppers in the US believe customer experience is lacking

By our News Team | 2022

Survey finds two-thirds of people prefer to use social media during the buying process, but younger consumers are particularly unhappy.

Sixty percent of US consumers questioned in a recent survey believe they are not receiving an excellent customer experience (CX) on social media when making a purchase. Among Gen Z consumers there is even more frustration, with 70% believing they do not receive exceptional CX.

But despite this less-than-perfect perception, two-thirds of Americans prefer to use social media during the buying process to ask questions, make purchases and seek post-purchase customer support.

Customer Experience

Image by Mohamed Hassan from Pixabay

The recently released 7 Key Consumer Expectations Impacting Social Media Success Todayreport outlines  generational insights into how different groups engage with brands. It was prepared by Emplifi, leading unified customer experience platform.

“Communication preferences change with time, which poses an immense challenge for brands whose product or service serves multiple generations,” said Emplifi’s head of customer experience, Shellie Vornhagen. 

“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

The survey also highlights generational platforms 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. Consumers are looking to social media not only to research and purchase products, but also for post-purchase care,” noted Vornhagen.

“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.”

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.