The full report from Forrester, commissioned by Dell, is available to read and download from Dell's micro-site, which is here, the up-shot is that companies that launch listening and digital engagement initiatives are rewarded with improved customer satisfaction scores, loyalty and brand metrics.
Only 50% of companies surveyed (US sample) feel that social media is a core function in their business, however they do feel that their efforts are serious despite only 6% of companies saying that their social media functions are very integrated in the business.
“Listening and responding to customers is so basic and fundamental. The emergence of social media elevates how companies can act on the feedback they get from customers,” (Karen Quintos, senior vice president and Chief Marketing Officer at Dell)
We've read and summarised the key findings in the report below:
“I believe the greatest benefit has been that our customers who use social media and interact with our efforts see us as a more progressive company because we are using multiple channels for communicating.” (Marketer at enterprise banking company)
Assuming you're in the majority where social media usage is pretty limited to one or two key techniques, Forrester gave their advice on where to start:
What do you think - does your experience marry with the research or do you have a different take?
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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