The problem is that the execs are not entirely sure how the machinery works.
Nearly three-fourths of executives surveyed don’t know how many employees at their company are assigned to monitor customer conversations online, according to the Capgemini’s Executive Outsourcing Survey.
Capgemini offers social media monitoring services.
Fewer than half of executives (41 percent) in companies that monitor social media respond to an online conversation only when a customer has posed a direct question. The survey also noted that 64 percent of executives whose companies use social media for customer service rely on their marketing department to monitor conversations.