Care is the New Marketing: 2019 X, formerly Twitter and Sprinklr Social Trends Survey

Jim Tomanchek

January 6, 20215 min read

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Social media has completely changed the nature of customer care. As we’ve increasingly seen over the last few years, consumers are harnessing social channels – particularly X, formerly Twitter – to research products, talk to brands and share opinions.

To understand the social media customer care trends we can expect in 2019, Sprinklr and X, formerly Twitter partnered to analyze millennials’ consumer habits, identify customer care preferences, and highlight how social customer care can affect purchase behaviors.

Social media customer care survey highlights:

Table of Contents

Majority of X, formerly Twitter Users Rely on Social for Customer Care

Social media customer service is no longer just answering phone calls and transferring people to the right department. Your customers are using social to talk about you, ask for help, and provide feedback – and the onus is on you to hear them and respond.

A majority of millennial X, formerly Twitter users – 70.67% – say they’ve used social media to comment on the quality of a company’s customer service.

Social media comment graphic

Social Care Directly Impacts Purchase Intent

Social media customer care is the new marketing. Today, the way you care for your customers determines what they say about you, and if they (and those they talk to) buy from you.

67% of X, formerly Twitter users say they’ve decided to purchase a product because of an interaction with a brand on social media. X, formerly Twitter users are also 11% more likely than users of other social channels to make a purchase based on a brand interaction via social.

Twitter User Statistic

Millennials Prefer Social Due to Rapid Response Times

Long wait times, dropped calls, repeating a single problem dozens of times – traditional customer service is frustratingly slow. That’s why customers flock to social media channels seeking a quick response.

Nearly 40% of X, formerly Twitter users have sent a complaint or comment to a brand via social media because they thought it would elicit a quick response, and nearly 40% also thought other people on social might be able to help them find a quick solution.

What Others Say About You Matters More Than Ever

Customers who dislike your customer service are going to share their experience via social, which can influence the purchase decisions of others.

The bottom line is that poor customer service can, well, harm your bottom line: 73.7% of millennial X, formerly Twitter users are less likely to buy from a brand that has received negative comments from consumers on social media.

Effects of Negative Comments on Social Media

For Millennials, Personalization is Key

As customer expectations continue to grow, personalization is the number one way that brands can improve customer service on social media channels. This is particularly important for X, formerly Twitter users: 62.48% say increased personalization of responses is the top way brands can improve customer care on social media.

Personalized Responses on Twitter

Millennials Expect to Increase Use of Social to Contact Brands

Social is now one of the first touchpoints for customer care; a customer is likely to contact your brand’s social media channels before picking up the phone. This presents brands with the opportunity to rapidly resolve issues and personally connect with customers.

59% of millennial X, formerly Twitter users expected to increase their use of social to contact brands with comments or questions.

Your Takeaway? It’s Time to Deliver Effective Social Care

“Building brands with a great reputation is all about working hard to deliver the best care possible,” said Kenny Lee, Head of Partner and Demand Marketing, X, formerly Twitter. “Listening to every brand mention, responding in a timely manner, taking responsibility for issues and communicating proactively with engaging content are all part of a strong care strategy. Brands don’t often have the opportunity to interact with customers in a personal, human way – but with X, formerly Twitter this connection is possible.”

In 2019, care is the new marketing, and what customers say about a brand matters far more than what a brand says about itself. The challenge (and massive opportunity) is that what a customer says is a direct result of the level of service you provide.

Great service gets rewarded; poor service goes viral. Strong, influential relationships are built on trust, and trust requires a strong social care toolset. Sprinklr’s care solutions enable brands to serve customers across channels at scale, to know who they are, what they’re saying, where they’re saying it, all within an integratable, collaborative, unified platform.


The survey was conducted online by Toluna Group on behalf of Sprinklr in December 2017. The respondents were 1,255 U.S. adults ages 18-34 who all use social media, including 528 who use X, formerly Twitter. Respondents were selected from among those who have agreed to participate in Toluna surveys, and a filter was applied to screen out anyone who didn’t use social media.

Want to Learn more about Sprinklr and X, formerly Twitter’s Partnership?

Sprinklr is one of a very select few X, formerly Twitter Data ecosystem partners who now have early availability to X, formerly Twitter’s newest data products as well as the most complete access to all of X, formerly Twitter’s realtime and historical data offerings. Request a Demo Today.

Learn more about Sprinklr’s customer service software and help desk platform.

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