CX Insights

 

Personalized social media customer support - a double-edged sword

 

As omnichannel customer experience and handling inquiries and questions on social media becomes more prevalent, new academic research explores the impact of personalized agent profiles on customer satisfaction. Researchers from Tulane University and Louisiana State University tested this with personalized T-Mobile customer service accounts on X, and compared it to three other competitors.

They found a double-edged sword: personalized customer service profiles improved customer sentiment and satisfaction and reduced the likelihood of complaints but came at the cost of heightened expectations for response times.


As organizations fully embrace omnichannel customer service, it’s important to have the technology and staffing capacity to meet customer expectations that have shifted over time.

How are you meeting those demands?

 

Brands focused on winback, but focused on the wrong customers

 

Retailers and restaurants are rolling out winback initiatives to get customers back in the door - but a lack of data is causing them to focus on the wrong subset of customers. They’re pulling data from loyalty programs, app users, and CRM records, but the data they have is from a subset of customers that are already fairly engaged. The casual shopper doesn’t have the brand’s app or loyalty program because they’re less attached.


The key thing is to factor in different consumer segments when making strategic decisions - measure all types of customers.

Wondering how to capture wider customer insights Check out our guide on how to collect more CSAT ratings for tactics to expand and improve your data set.

 

Air Canada changes policies at the top

 

Airlines in the US and Canada have faced soaring numbers of complaints since 2020. The director of customer experience design for Air Canada explains how to move past that and improve things for passengers, the airline needs to rethink its policies at the top and empower more agents. It’s building new standard operating procedures to allow employees to offer things as a courtesy more regularly rather than a case by case basis, and allowed employees to offer passengers to take earlier flights if there is space to mitigate chances of missed connections. 

 

This is a great example of a brand thinking holistically about how to deliver better service by trusting its employees to solve problems. Especially if you’re in the travel industry, or your brand faces recurring customer complaints, take inspiration from this approach.

 

What challenges are you facing?

 

 

We want to hear from you!

 

Last year, our Top CX Challenges survey uncovered some fascinating insights into the state of the industry. And we’re at it again!

 

Take our quick survey to share what challenges you’re facing in 2026.

 

Respondents will get exclusive first access to all of our findings, featuring insights from a wide array of industry leaders.

 

AI Headlines

 

Google Cloud launches AI platform linking shopping and customer service. At the National Retail Federation show, Google announced the launch of Gemini Enterprise for Customer Experience.

Kroger Leverages GenAI to Better Connect With Shoppers. It will use the new Gemini Enterprise tool to power a meal assistant and shopping assistant to make grocery planning easier, along with an internal tool to analyze customer interactions to proactively identify and resolve issues earlier.

Flip Hits 300M Automated Call Milestone, Raises $20M Series A. Flip is focused on vertical AI and providing voice agents to enterprise brands.

Meta names a new president. Dina Powell McCormick comes from Wall Street to lead the strategy as the company ramps up investments in AI.

Apple and Google team up. Apple will use Gemini to power its Siri expected later this year, understanding where its strengths and weaknesses are when it comes to AI.