Though there are customers who prefer social media and others who prefer e-mail for communicating with companies, firms themselves still largely use the communication channel that they, rather than the ones that their customers prefer, according to Carrie Scott, director of product marketing for Message Systems, Columbia, Md.
About half of customers prefer each channel. Yet most businesses have yet to determine which channels different customers prefer, Scott added. “If they monitor customer behavior they can get out in front and....