Social Media, Mobile Strategies Still Evolving

Companies know they need to have a strategy in place when it comes to social media and dealing with mobile consumers, but many of them aren't sure how to engage potential customers using these tools. In fact, there's widespread disagreement within organizations about who bears responsibility for using and developing strategies around this new wave of customer communications techniques, according to a recent report from Genesys, "Getting Closer to the Customer." The report reveals that while many companies are committed to incorporating social networking and mobility, coming up with a unified game plan remains a work in progress. "Given the ubiquity of both mobile devices and social media, it is alarming that many companies are late to the party and have not clearly assigned responsibility for these channels," said Paul Segre, president and CEO of Genesys. "As companies tackle the demands of delivering a great customer experience across an increasing number of communication channels, their brand is ultimately at stake. Delivering an exceptional customer experience requires a comprehensive strategy for emerging mobile and social channels." Nearly 800 executives worldwide took part in the research.