Getting Closer to the Customer is an Economist Intelligence Unit report which examines how the dialogue between customers and companies has changed in response to the advent of new communication channels such as social media and mobile.
Based on interviews with 800 senior executives, including 244 CEOs from around the world, the study found that:
The new communication reality has left companies in a state of flux--even confusion.
Most companies have placed more importance on social media than on other channels, hindering a holistic response.
Making a single individual responsible for managing communication channels reduces internal confusion and leads to a more coherent approach.
Download the report to learn more. Also get access to an infographic which presents a high level view of the findings.
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