Commentary: Why Brands Must Respond Faster Than Ever to Improve Customer Service

In the digital age, customer service doesn’t solely happen over phone calls or emails; it’s happening on social media, and brands can’t afford to ignore it.

Customer service is the assistance and support a company provides to its customers before, during, and after a purchase to ensure a positive experience and build long-term relationships. Customer service is a core pillar of customer experience. Therefore, when entrepreneurs neglect delivering exceptional customer service, customers can choose to take their money elsewhere. Emplifi’s report, The Social Pulse: State of Consumer-Brand Engagement on Social Media in 2025, highlights the growing importance of customer service in the social media landscape.

Understanding Customers’ Expectations

According to the report, nearly 60% of consumers now say it's important for brands to respond to customers on social platforms. With more people relying on social media for engagement, support, and feedback, response time has become a critical part of the customer experience.

Frequent social media users are most likely to reach out through Facebook (55%) and Instagram (47%), treating brand pages not just as marketing tools but as customer service channels. And they’re not waiting around.

When it comes to direct messaging (DM), expectations are high:

• 32% of consumers expect a reply within one hour.

• 23% expect a response within six hours.

• 17% expect a reply within 12 hours.

• Another 17% are willing to wait up to 24 hours.

These numbers highlight a growing shift in customer expectations. Customers expect their queries to be solved swiftly, so brands that respond slowly risk losing trust, loyalty, and even future sales.

For businesses, this means investing in real-time customer care is no longer a luxury. Whether through dedicated social media managers, chatbots, or customer service tools that integrate with social platforms, responsiveness is a competitive advantage.

Timely interactions not only improve satisfaction but can turn everyday issues into moments that build brand love. On the flip side, delays or silence can quickly lead to public complaints and reputational damage.

As social platforms continue to evolve into two-way communication channels, brands that listen and respond with speed and empathy will be the ones that stand out.

If you need help incorporating clear customer service strategies into your business model, book a consultation with us today.

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