February 25, 2013 – If you’re only watching social media chatter, there are big customer support and marketing opportunities passing your business by.

As SVP and principal analyst at Hypatia Research Group, Leslie Ament and her team released a new report, entitled “Exploiting Social Intelligence for Customer Service and Support Excellence.” Of the 1,100 global organizations in the survey, only 246 were found to have social media software for customer service that enabled them to “actually utilize, recommend, influence, and/or hold budget or veto power over the purchase of social media software for customer service and support initiatives at their place of employment.” Primarily, the vendor offerings and enterprise implementations rested on social media customer monitoring, which has brought back little in the way of ROI or interaction with the increasingly active online customer market.

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