Study Outlines Use of Social Media to Provide Customer Service

SAN FRANCISCO, Oct. 25, 2011 /PRNewswire/ — A new study released today by MarketTools, Inc., the leader in software and services for enterprise feedback management (EFM) and market research, revealed that 23 percent of companies provide customer service and support on Facebook, with 12 percent providing customer service and support via Twitter.

The study also revealed that although 34 percent of the executives surveyed stated that they were aware of customers using social media to comment on or complain about their company and its products, less than one-fourth of these executives said that their companies “always” respond to these customers.

“Companies are increasingly embracing social media as a way to interact with their customers, though they are missing an opportunity to incorporate this feedback into a voice of the customer program,” said Karin Adams, Director of Enterprise Products at MarketTools, Inc. “Organizations that use enterprise feedback management solutions are able to analyze feedback gathered through social media channels, along with feedback gathered through more traditional channels, to uncover insights to help improve business processes that lead to higher overall customer satisfaction.”

Some additional highlights from the study include:

  • 33 percent of executives surveyed said that their companies have a greater focus on using social media as a channel to capture customer feedback when compared to this same time last year.
  • When asked what areas of the company are active in social media, 44 percent of those surveyed cited public relations, 42 percent cited corporate marketing, and product marketing and customer service/support were each cited by 34 percent of the respondents.
  • Of the 68 percent of companies that have an active presence in social media, 48 percent have an active presence on Facebook, 24 percent on Twitter, and 17 percent on their own company blog.
  • 22 percent of those surveyed stated that their company’s CEO regularly participates in social media on behalf of the company.  Facebook is the social media channel of choice, used by 68 percent of the CEO’s, followed by 44 percent who participate on the company blog, and 35 percent who participate on Twitter.

Leave a Reply