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NEW YORK There is a major disconnect between the way most organizations collect customer feedback and then utilize it, according to a new CMO Council study.
Of the 500 marketing chiefs surveyed, only 16 percent regularly monitor online message boards for complaints and feedback. This despite the fact that 58 percent of them believe the Internet and social media have changed the level of influence and expectations of their customers.
Apparently they recognize their deficiencies. Only 33 percent of the respondents to the survey sponsored by Net Promoter and Satmetrix think their companies are very good at resolving complaints.
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