{"id":28840,"date":"2021-10-19T09:43:31","date_gmt":"2021-10-19T06:43:31","guid":{"rendered":"https:\/\/saudishopper.com.sa\/en\/?p=28840"},"modified":"2026-03-27T23:30:22","modified_gmt":"2026-03-27T20:30:22","slug":"how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands","status":"publish","type":"post","link":"https:\/\/saudishopper.com.sa\/en\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\/","title":{"rendered":"How customer care has evolved and why it should be a top priority for brands"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By\u00a0<\/em><a href=\"https:\/\/www.linkedin.com\/in\/shellie-vornhagen\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Shellie Vornhagen<\/em><\/a><em>, Chief Experience Officer at Emplifi<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the COVID-19 pandemic hit the world by storm, online shopping became increasingly convenient for consumers \u2013 so much that the UAE retail e-commerce market reached a record\u00a0<a href=\"https:\/\/www.mediaoffice.ae\/en\/news\/2021\/June\/23-06\/Dubai-Chamber\" target=\"_blank\" rel=\"noreferrer noopener\">$3.9 billion<\/a>\u00a0in 2020, a\u00a0<a href=\"https:\/\/www.mediaoffice.ae\/en\/news\/2021\/June\/23-06\/Dubai-Chamber\" target=\"_blank\" rel=\"noreferrer noopener\">53%<\/a>\u00a0year-over-year increase, that is projected to grow by\u00a0a compound annual growth rate to reach\u00a0<a href=\"https:\/\/www.mediaoffice.ae\/en\/news\/2021\/June\/23-06\/Dubai-Chamber\">$8<\/a>\u00a0billion by 2025. While this is a promising trend set to go from strength to strength, online shopping lacks a crucial element &#8211; the engagement factor. That\u2019s where social care customer service and live-stream shopping comes in, and a perfect reminder for the occasion of\u00a0\u00a0\u2018Get to know your customer day\u2019 on October 21st.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today&#8217;s customer is digital-first &#8211; they engage with brands across a multitude of channels regardless of where they are in their journey. Filing a complaint or asking a question no longer requires a phone call. Customers can tweet the company, follow them on Facebook, or direct message via Instagram to receive social customer care, which is the act of providing customer support through social media. Many companies use social media to augment their call-based customer support activities by addressing complaints, answering questions, providing guidance, and even issuing refunds via social channels.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s important for brands to understand that customers do not only expect brands to offer social customer support through these channels, they also expect quick replies. According to Facebook for Business,<a href=\"https:\/\/www.facebook.com\/iq\/insights-to-go\/among-people-surveyed-across-4-markets-who-message-businesses-over-76-message-businesses-to-get-customer-service-support-for-a-product-or-service\/?q=support\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a076%<\/a>\u00a0of people who message a business do so for customer service or support. More than 150 million people message businesses through<a href=\"https:\/\/business.instagram.com\/blog\/how-to-communicate-effectively-with-customers\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a0Instagram Direct\u00a0<\/a>every month. That\u2019s because 64% of people\u00a0<a href=\"https:\/\/www.facebook.com\/business\/news\/insights\/5-reasons-messaging-is-taking-flight-with-travelers\" target=\"_blank\" rel=\"noreferrer noopener\">would rather<\/a>\u00a0message than call a business. Social media is the preferred customer support channel for those under 25, with\u00a0<a href=\"https:\/\/www.consumerreports.org\/customer-service\/got-bad-customer-service-how-to-complain-well-and-get-results\/\">32.3%<\/a>\u00a0of them saying it\u2019s their top choice. A recent\u00a0<a href=\"https:\/\/www.thenationalnews.com\/business\/money\/2021\/10\/10\/more-than-half-of-uae-customers-willing-to-switch-banks-survey-finds\/\" target=\"_blank\" rel=\"noreferrer noopener\">report<\/a>\u00a0in the UAE also found that more than 20%\u00a0of UAE consumers changed their banks within the past 12 months, with customer care being amongst the top reasons as to why \u2013 the report also highlighted that on a scale from 1 to 5, 4 was the average rating as to how important it is to be able to access customer care via WhatsApp or email. These statistics underpin the importance, and need, for excellent customer service, no matter the industry.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To provide effective social customer care, the top objective is to identify which comments need to be taken as a priority through social media listening, providing the attention they require, and addressing them quickly. Social media brand monitoring helps identify your customer questions and complaints, then automatically routes them into your CRM so agents can take action.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As customers dictate their own buying journey, the traditional linear sales funnel no longer works. Brands can only enable\u200b and influence\u200b journeys and this is done by leveraging insights, behavioral data, customer feedback, and technology to make sure they provide the best experience at each touchpoint on the customer journey.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A customer community, meaning platforms for customers, therefore brings all your potential customers, current customers, previous customers, ambassadors, and partners to one place. Basically, all stakeholders with a common interest so that you can get the most out of the relationship. The customer community is a powerful way to engage and keep your brand front of mind, and not to mention, the ideal environment for feedback, sourcing, and testing of new ideas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the end of the day, customer experience matters just as much as products and services, and as customer buying patterns evolve so must brands in order to accommodate their expectations and demands.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By\u00a0Shellie Vornhagen, Chief Experience Officer at Emplifi As the COVID-19 pandemic hit the world by storm, online shopping became increasingly convenient for consumers \u2013 so much that the UAE retail e-commerce market reached a record\u00a0$3.9 billion\u00a0in 2020, a\u00a053%\u00a0year-over-year increase, that is projected to grow by\u00a0a compound annual growth rate to reach\u00a0$8\u00a0billion by 2025. While this [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":28841,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_meta-robots-noindex":"1","_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","_pr_autopilot_social_copy":"","_yoast_wpseo_opengraph_title":"","_yoast_wpseo_opengraph_description":"","_yoast_wpseo_opengraph_image":"","_yoast_wpseo_opengraph_image_id":0,"_yoast_wpseo_twitter_title":"","_yoast_wpseo_twitter_description":"","_yoast_wpseo_twitter_image":"","_yoast_wpseo_twitter_image_id":0,"_yoast_wpseo_primary_category":396,"_extra_hide_author_box":"","_extra_featured_post":"","_partner_post_id":0,"footnotes":""},"categories":[396],"tags":[],"class_list":["post-28840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer Care Evolution - Why Brands Must Prioritize | | Saudi Shopper<\/title>\n<meta name=\"description\" content=\"Customer care evolution is reshaping online shopping. Learn why brands should prioritize it to meet rising expectations and boost loyalty.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Care Evolution - Why Brands Must Prioritize | | Saudi Shopper\" \/>\n<meta property=\"og:description\" content=\"Customer care evolution is reshaping online shopping. Learn why brands should prioritize it to meet rising expectations and boost loyalty.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/saudishopper.com.sa\/en\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"Saudishopper\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SaudiShopper\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-19T06:43:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-27T20:30:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2021\/10\/Shellie-3_ssict_1200_799.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"799\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Nour Elotaiby\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ssict\" \/>\n<meta name=\"twitter:site\" content=\"@ssict\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nour Elotaiby\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\\\/\"},\"author\":{\"name\":\"Nour Elotaiby\",\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/#\\\/schema\\\/person\\\/e270afe93563c3ba9c14eea256a983d7\"},\"headline\":\"How customer care has evolved and why it should be a top priority for brands\",\"datePublished\":\"2021-10-19T06:43:31+00:00\",\"dateModified\":\"2026-03-27T20:30:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\\\/\"},\"wordCount\":599,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/Shellie-3_ssict_1200_799.webp\",\"articleSection\":[\"Social Media\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\\\/#respond\"]}],\"copyrightYear\":\"2021\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\\\/\",\"url\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\\\/\",\"name\":\"Customer Care Evolution - Why Brands Must Prioritize | | Saudi Shopper\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/how-customer-care-has-evolved-and-why-it-should-be-a-top-priority-for-brands\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/saudishopper.com.sa\\\/en\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/Shellie-3_ssict_1200_799.webp\",\"datePublished\":\"2021-10-19T06:43:31+00:00\",\"dateModified\":\"2026-03-27T20:30:22+00:00\",\"description\":\"Customer care evolution is reshaping online shopping. 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