How customers communicate
Customers’ current communication is vital knowledge for all companies, organizations, and brands. It is well known that customers on social media can influence companies to bring back defunct products or to cease collaborations with high-profile individuals or brands. Before the proliferation of the internet, customers still had an impact on organizations through write-in campaigns, sit-in protests, or by going to the news media. The customers’ medium for communication may change, but the act of influencing through buying power remains the same - the Currency of the consumer realm is communication.
Understanding how customers communicate is essential to grasping the ways they exercise influence. Traditional methods, like sit-ins, remain impactful because they provide a tangible, visual statement that resonates with other consumers. Even if I do not purchase your products or services, witnessing people gather to protest or celebrate your organization shapes my perception and can influence my behavior.
Consumer behavior has evolved rapidly, with purchasing trends shifting in response to changing preferences. While online interactions remain common, there is a noticeable return to in-person shopping. The younger generation of buyers often combines online and brick-and-mortar experiences, communicating digitally while shopping in stores, making purchases online, and following up by phone or in person.
Recent stats reveal such interactions:
“Estimated 47% of customer service requests over social media are acknowledged by companies’ - (2026) Morel
“1 in 3 customers will abandon a brand after a poor service experience on social media” (2019) - (2026)
“74% of consumers use multiple channels to resolve issues with a business (including social media)” - (2026)
There is no longer a single way for customers to communicate with companies and organizations; these entities need to stay on top of how their customers communicate to thrive.
By Nick Higgins
Philippe Morel. (2026, February 12). Social Media Customer Service Statistics. WifiTalents. https://wifitalents.com/social-media-customer-service-statistics/
