Most companies don't use social media to collect customer feedback

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San Francisco—According to a new study from market research firm MarketTools, 94% of companies do not yet use social media channels such as Facebook and Twitter to gather customer feedback.

The report, “Enterprise Feedback Management Marketplace Report,” was based on an online survey of 810 executives at companies with more than $100 million in annual revenue.

It found that 39% of executives said their companies increased focus on customer satisfaction this year, and 21% said they invested more in customer satisfaction-related products and services this year compared with last year.

However, despite the importance given to customer satisfaction, 14% of executives said their companies do not solicit customer feedback at all.

Of those that do, the most common ways companies gather customer feedback are e-mail or online surveys (51%), formal phone surveys (28%) and informal phone calls (28%).

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