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Does the C-suite “get” today’s customer communication landscape?Maybe not. An EIU survey of nearly 800 senior executives shows that companies are in a state of confusion.
Companies are investing in social media out of fear
Marketing, not customer service, is driving the response to new channels
40% are concerned about customer criticism spreading quickly to others
But only 26% cite positive effects such as improving customer service and spreading customer recommendations
58% of C-suite executives say the CEO is responsible
But only 28% of middle managers agree
44% of executives say the marketing department has dominated the dialogue between company and customer
But only 13% see customer service as the main purpose of new communication channels
Companies are not keeping up with the emergence of new channels
48% of companies are investing in social media initiatives
But only 20% are investing in mobile apps
To download the full report visit: http://www.managementthinking.eiu.com/getting-closer-customer.html
Confusion reigns over who controls the customer conversation
73% of C-level executives rate their social media efforts positively
But only 60% of middle managers rate them positively
Executives disagree about their company’s success
"Companies in the past did not
treat the customer
experience as a key C-suite
issue, and they are now paying
the price." Frank Eliason, SVP of social media, Citi
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