Customer expectations are higher than ever – and they’re increasingly playing out in public. As consumers continue to shift away from traditional phone and email support, social media has become a frontline service channelfor UK contact centres. Senior customer service leaders are now rethinking their operating models to deliver fast, empathetic, and visible service across platforms like X (formerly Twitter), Instagram, WhatsApp, Facebook Messenger, and even TikTok…
This evolution reflects a fundamental shift: customer service is no longer just about resolving issues – it’s about brand experience and reputation management. When a customer reaches out publicly on social media, their message isn’t just seen by the company—it’s seen by their followers, peers, and potential future customers. A delayed or poorly handled response can quickly escalate into a PR risk, while a well-timed, thoughtful reply can build trust and drive loyalty.
To meet these new expectations, leading contact centres are embracing social-first customer service strategies, which treat social channels not as a bolt-on to existing support, but as a fully integrated part of the omnichannel mix. That means staffing social platforms with trained agents, not just marketers; investing in AI-powered social listening and response tools; and establishing clear escalation workflows that ensure serious issues are resolved privately and efficiently.
Real-time response is no longer a bonus—it’s expected. Research shows that UK consumers in 2025 expect initial replies on social channels within 30 minutes, particularly for complaints. As a result, many organisations are introducing dedicated social support teams who monitor and respond around the clock, supported by automation tools that triage queries, suggest responses, and flag high-risk interactions.
Tone of voice also matters more than ever. Customers want authentic, human interaction—even in digital spaces. Successful brands are empowering agents with tone guidelines that match brand values while still allowing for empathy and flexibility, especially when handling complaints or sensitive enquiries in public.
At the core of social-first customer service is integration. Social data is being connected with CRM systems, allowing agents to access purchase histories, previous queries, and preferred communication methods in real time. This unified view ensures context-rich conversations and faster resolutions.
For contact centre leaders, the challenge is both strategic and operational: choosing the right platforms to prioritise, training agents to handle public interactions confidently, and deploying technology that delivers real-time responsiveness without sacrificing quality.
As the boundary between customer service and brand reputation continues to blur, one thing is clear: in 2025, social media is no longer just a place for marketing—it’s a vital part of the contact centre’s mission to serve, support, and retain customers.
Are you searching for Social Media solutions for your organisation? The Contact Centre & Customer Services Summit can help!
Photo by Berke Citak on Unsplash
