The hierarchy of customer interaction methods starts with face-to-face, followed by websites, channel partners, call centers, traditional media, advisory groups and finally, social media. That won’t be the case in a few years. According to an IBM survey of 1,709 CEOS from 64 countries and 18 industries, social media will leap to the number-two spot while traditional media plunges to the bottom within the next three-to-five years.
“It’s all part of this move towards openness, both with your customers, with your employees, your business partners, and engaging them all together in what I call this redefinition of the organization—more broadly defined,” said Saul Berman, a partner in IBM’s global business services organization and one of the study’s two executive leaders.
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