Aussie business slow to board the social media train

NEW research commissioned by Avanade shows Australian companies lead the Asia Pacific region as early adopters of technology, despite a lack of enthusiasm for social media, widely heralded as the new direction in customer relationship management.

NEW research commissioned by Avanade shows Australian companies lead the Asia Pacific region as early adopters of technology, despite a lack of enthusiasm for social media, widely heralded as the new direction in customer relationship management.

The global survey conducted by an independent market research firm, interviewed more than 500 executives at the largest companies in each country (80 in Asia Pacific) about attitudes and barriers to using tools of social media for both internal communication and customer relationship management.

Although results suggested Australian companies are ahead of the game when it comes to using tools such as online chat to receive IT support, businesses are reluctant to unlock the full potential of social media.

The survey also showed companies know social networking is slowly becoming a reality in the workplace, but most have no plans to handle it – primarily because of apathy at the executive level.

“There is early evidence showing companies around the globe that have adopted new forms of media are seeing improved customer relationships, increases in sales and stronger corporate reputations, as well as improved engagement with their employees. However the majority of Australian executives who took part in the survey are still concerned that social networking will sap their productivity and put their businesses at risk,” said Craig Dower, managing director, Avanade Australia.

“Our message to those companies is: ignoring social media won’t make it go away. Social media has tremendous potential that Australian companies need to harness to stay competitive or they will risk losing customers and employees,” he said.

For more information on this study and Avanade’s CRM expertise, visit: www.avanadeadvisor.com/CRMsocialmedia.

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