Responsive Customer Service Is Brands’ Secret to Success
The ability to reach brands’ customer services has been dwindling over the last few years with some brands making it as difficult as possible – or so it seems on the surface at least – to find contact information. Consumers have noticed and they’re not happy. Sprout Social’s 2025 Index also found that brands that don’t respond to customer service queries on social media are at a competitive disadvantage with 71% of respondents saying they would buy from a competitor instead.
Sprout Social's vice president of social, content and brand marketing says that the brands that will succeed amid these new customer expectations will be the ones embedding customer care into the overall brand strategy, like Spotify has with its ‘@SpotifyCares’ social channels. Most other brands are currently playing catch up with customer expectations and they better catch up fast as being left behind is likely to cost dearly; reputationally at first, then financially soon after.
LBB chatted with Layla to learn more about evolving customer demands surrounding customer service and brand engagement, and why trust will continue to be a valuable currency in today’s marketplace.
LBB> Layla, tell us where you think most brands are at when it comes to customer service and communication today?
Layla> Customer service isn’t a new phenomenon. Most brands have spent years investing in and honing their teams to ensure they have meaningful, responsive support available at the end of a phone line – and in the past, that’s been enough. But our 2025 Index shows how quickly and how significantly that’s changing: 71% of our UK respondents were clear. If a brand doesn’t respond to customer service questions on social media specifically, they will buy from a competitor next time.
As we head into 2025, the brands that win will be those that bake customer care into their social strategy to ensure they’re responding to DMs, engaging with the comment sections and @mentions. A standout example for me personally is Spotify, who made the decision to create a dedicated customer care page ‘@SpotifyCares’ across socials to showcase their commitment to helping customers. This focused care effort enables them to respond quickly and personally to customers on their chosen platform, building customer trust and loyalty.
LBB> Do you see a gap between the way brands are present for customers versus customer expectation? What’s fuelling that gap?
Layla> There’s no doubt customers are increasingly demanding more from brands on social media. Customers today aren’t just looking for products; they’re seeking engagement, authenticity, and a personal touch that mirrors their own lives and values. This demand has thrust brands into a high-stakes game of catch-up, challenging them to redefine their social media presence
For brands aiming to close this gap, invest in understanding your audience through constant learning and listening. Craft content that doesn’t just promote but also entertains, informs, and connects. It’s about being culturally aware, creatively bold, and always customer-centric. Take Duolingo and Oatly, for example. These brands approach social media with a mix of humour, authenticity, and cultural relevance. Duolingo’s mascot, Duo, has become a meme, engaging users in playful, educational banter, while Oatly uses its platform to entertain and engage with witty commentary on life and culture. Brands like this showcase how to nurture customer relationships through content that feels both fun and meaningful.
LBB> Your research states that ‘71% of social users warned that if a brand doesn’t respond to customer service questions on social media, they will choose to buy from a competitor instead.’ How can brands plan to adapt to the rising consumer expectation for real-time, two-way social media interactions?
Layla> Brands need to invest in and support their social care teams to succeed. This means setting clear goals, providing the right tools (like AI), and giving them the resources they need. AI can automate repetitive tasks, freeing up social care teams to focus on creative and personalised customer interactions. Our report found that 42% of social practitioners feel more creative fatigue this year, but more than half are very confident AI can be a resource to help alleviate it.
By investing in their teams and technology, brands can improve their social media presence and gain a significant advantage over competitors.
LBB> The growing use of AI chatbots by brands is a frustration among customers who often want to speak to a human being about their problem. How can brands navigate the need to be more responsive while dealing with high volumes of inquiries?
Layla> Like any emerging technology, AI offers huge potential but needs to be implemented in a transparent and thoughtful way. AI chatbots, for instance, are often great for simple care
requests or to route a customer to the correct team. Where brands get in trouble is when AI is used to completely replace the human-to-human connection instead of supporting it.
LBB>Your research also found that 94% of consumers think brands need to take up the torch to combat misinformation more than they are today. What strategies and tools can brands leverage to combat misinformation on social platforms when the platforms themselves are moving away from a trust-fuelled position?
Layla> The shift away from third-party fact-checking on social media and toward user-based moderation like Community Notes presents both challenges and opportunities for brands. The Index shows that misinformation is already a pressing issue, with 93% of consumers agreeing brands need to do more to combat it, so removing dedicated fact-checkers only heightens the need for brands to address misinformation with greater intention and strategy. Brands should think about how they can take an even more active role in monitoring online conversations about themselves and their industries and address any misinformation head-on. The brands that thrive in 2025 will be those that embrace authenticity, prioritise meaningful engagement, and listen to their communities at every step of the journey.
