New research has revealed a disconnect between the opinions of C-level executives and middle-management staff regarding the management of mobile and social customer channels.

Genesys surveyed nearly 800 senior executives globally and found 58% of C-level staff consider the CEO responsible for new customer communication channels. However, the report also found only 28% of middle managers agree with their seniors’ decisions regarding these channels and 38% regard the marketing department as having ultimate responsibility.

Additionally, the research found that 44% of executives say the marketing department is responsible for driving customer conversation to new channels.

In terms of usability, 43% of respondents claimed to have started using social media in the last year with only 11% of firms using social media to communicate with customers during the last three years or more.

Paul Segre, president and CEO of Genesys, said: “Given the ubiquity of both mobile devices and social media like Facebook and Twitter, it is alarming that many companies are late to the party and have not clearly assigned responsibility for these channels.

“As companies tackle the demands of delivering a great customer experience across an increasing number of communication channels, their brand is ultimately at stake. Delivering an exceptional customer experience requires a comprehensive strategy for emerging mobile and social channels, including how they align and integrate with existing channels, and spanning both marketing and customer service organisations.”