SAN FRANCISCO (Nov. 8, 2011) — One-third of companies know that their customers are using social media to comment on or complain about their company, but fewer than one-fourth of those—about 8 percent of all companies—are regularly responding, according to a new study from Internet market research company MarketTools Inc.
In addition, although 95 percent of respondents said that satisfied customers are very important or extremely important to them, only 36 percent have formal “voice of the customer” programs in place to collect and analyze customer feedback.
MarketTools' online study, conducted in September, polled 331 executives from the company's ZoomPanel.
This report appeared in BtoB magazine, a Chicago-based sister publication of Tire Business.