In today's social and mobile media landscape, confusion reigns regarding who in the organization controls the customer conversation: 58% of C-level executives say the CEO is responsible for customer communications via social and mobile channels, but only 28% of middle managers agree with that assessment, according to a report by the Economist Intelligence Unit and Genesys.

Moreover, the marketing department (not customer service or the C-suite) is responsible for driving customer interaction: a plurality of execs (44%) say the marketing department dominates the dialogue between company and customer.

Customer service via social channels hasn't been a priority: Only 13% of execs view customer service as the main purpose of new communication channels; 42% say their companies use call centers to communicate with customers.

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