Most large US companies* are not currently using social media channels such as Facebook and Twitter to gather customer feedback, according to the findings of a recent study conducted by research technology firm MarketTools. This aligns with recent findings from our business confidence tracker for Business Link in London whereby we survey 3,000 SME business owners in London and found that only 37% are using social media for business purposes.
The MarketTools study also revealed a disparity in the way companies think and the way they act with regard to customer satisfaction. Although 92% of respondents believe that satisfied customers are very important or extremely important to their company’s bottom line, fewer than half (42%) solicit customer feedback on a continuous basis, and more than one-fifth (22%) invite feedback only once a year or not at all.
If there is one New Year’s Resolution we should all be making as marketers is making sure we keep on top of customer feedback to make sure our customers stay loyal and remain satisfied.
For more information on how B2B International can help your company improve customer loyalty please visit our white paper on Customer Satisfaction
*Sample of 810 executives at companies with annual revenue greater than $100m