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

SPONSORED BY