Survey: Bad experiences a 'deal breaker' for brands; customer service key on social media
It only takes two strikes for many consumers to be “out” on a brand.
Most (70%) of consumers say they will abandon a brand after just two negative experiences, while nearly a quarter will stop purchasing from a brand after only one bad experience, revealed a new report from customer experience platform provider Emplifi. Nineteen percent said they will part ways with a brand after three bad experiences, and 11% will do so after four.
"These findings highlight the importance of delivering fast, AI-powered customer experiences,” said Emplifi chief marketing officer Susan Ganeshan. “A single poor interaction can significantly damage brand loyalty, and consumers are clear – they want both speed and the personal touch. For brands, this means investing in the right automation while maintaining the human element that consumers value."
[READ MORE: Brand loyalty on decline amid big shift in shopper behavior]
According to its survey, Emplifi found that the top reasons consumers follow brands on social media are for deals (64%), entertainment (58%) and product updates (57%). Other reasons consumers follow a brand’s social media account include content that involves real customer experiences (42%), product usage information (40%), lifestyle content (37%) and brand communities (34%).
Roughly half of frequent social media users surveyed have made a purchase via social media in the past 90 days, showing that a brand’s most engaged followers are likely to be their most loyal customers. Top reasons for completing a purchase include discounts (60%) and shopping intent (51%). Visual appeal (35%), relatability (28%), humor (25%), and topicality (21%) rank lower as purchasing motivators.
Nearly 60% of consumers said they find it important for brands to respond to customers on social media. Frequent social media users most commonly turn to a brand’s Facebook (55%) and Instagram (47%) accounts for customer service-related issues. When it comes to direct messaging, a third (32%) of consumers expect a response within one hour, which Emplifi says underscores the urgency for brands to deliver timely and efficient customer care. Additionally, nearly a quarter (23%) of consumers expect a text response within six hours, 17% expect a response within 12 hours, and 17% anticipate a reply within 24 hours.
"Social media is an always-on environment, and consumers expect brands to engage with them in real time across multiple channels," added Ganeshan. "In a world where competition is fierce and attention spans are short, failing to respond quickly or effectively can cost brands not just a customer but their credibility. Timely, efficient support isn’t just a necessity – it’s a chance to build stronger connections and lasting loyalty.”
Emplifi’s report, The Social Pulse: State of Consumer-Brand Engagement on Social Media in 2025, featured a survey of nearly 1,000 U.S. consumers across generations conducted in collaboration with Alchemer. It was conducted Nov. 14-26, 2024.
