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JAN 26

Few CMOs Think They're Effectively Tracking Social Media, Word-of-Mouth†

Survey: Marketing Execs, Not Other Departments, Should Be in Charge of Monitoring Customers' Conversations

Advertising Age, January 26, 2009 — Who in corporate America owns the consumer relationship, the customer experience, word-of-mouth or social media? The answer appears to be nobody.

For all the talk about listening to consumers, few marketers think their companies are doing so effectively and even fewer are monitoring what people say about their brands in social media, according to a new survey by the CMO Council.

Category: Design
Tags: J&J, Procter & Gamble, Unilever, consumer relationship, Customer Experience, customer loyalty, Marketing Operations, social media, word of mouth

Related Factoids

Despite all the hype about social media, only 16% of respondents of the CMO Council survey said their companies have any routine system in place for monitoring what people are saying about them or their brands online.
The survey of 400 executives found that 56% said their companies have no programs to track or propagate positive word-of-mouth; 59% don't compensate any employees based on improvements in customer loyalty or satisfaction; and only 30% rated their companies highly in their ability to handle or resolve customer complaints.

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