Execs: Social media matters to customer service but...

Social media is crucial to customer care according to a CapGemini survey of executives, but enterprises aren't so sure who is responsible for actually responding to the masses.

Social media is crucial to customer care according to a CapGemini survey of executives, but enterprises aren't so sure who is responsible for actually responding to the masses.

Among the key themes:

  • 52 percent of senior executives say social media is part of their customer service operations.
  • 57 percent of execs see social media as a way to garner customer input and insight on products and complaints.
  • 73 percent of execs don't know how many employees are dedicated to listening to social media conversations about them.
  • 64 percent of execs farm out social media monitoring to marketing.
  • 41 percent of companies monitor online conversations and only respond to direct customer questions.
  • 36 percent of execs measure the value of a social media program.

Capgemini's findings come courtesy of a Harris Interactive survey of 302 senior execs at Fortune 1000 companies.

Among the key charts:

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