Messenger Is Facebook’s Real Value to Brands

Opinion: Today’s consumers are more mobile and digitally driven than ever before

Offering effortless social care is still as relevant today as it was in 2017 svt1992/iStock

Customer expectations matured in 2017; no longer was social customer service just about response times and a friendly tone of voice. 2017 saw “effortless service” set the tone for what consumers deemed as acceptable, expecting convenience, in-channel resolution and agent expertise. Brands looked to adapt—some successfully others not so successfully—to make “effortless service” part of their social care architecture.