Who’s Responsible for Monitoring Customer Conversations?

Who’s responsible for monitoring customer relationships and experiences in an organisation? According to a new survey of marketers in the US, nobody. The businesses they work for talk a lot about listening to consumers, but they don’t have the processes in place. In particular, few companies bother to monitor what people say about their brands in social media, the marketers complain.

Fifty-six per cent said their companies have no programs to track or propagate positive word-of-mouth. Only 16% said their companies have systems that routinely listen to what people are saying about them or their brands online.

The marketers clearly felt that someone should be taking ownership of this activity, and that it should be them. But it’s something they’re finding it difficult to get their boards to understand.

More details here.

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