McKinsey recently released a new study on how companies across industries are adapting web 2.0 technologies. Most companies that are adopting interactive services are using them to support communications internally, rather than with customers and prospects. Among the five industries surveyed, the financial industry ranks next to last in plans for investing in web 2.0 technologies in the next 3 years. Retail leads with 77% having such plans; high tech with 74%, telecomm with 70%, financial services with 63% and pharma with 53%.
Companies that are using customer-centered social media are doing so because it "provides a means for customers to have a dialog with us." It serves as an early-warning if things are not working as they should be, and lets customers provide insights that can help improve product and service offerings.
For the full report, see McKinsey
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