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.”

The MarketTools study also revealed a disparity in the way companies think and the way they act in regards to customer satisfaction.  Although 95 percent of respondents believe that satisfied customers are very important or extremely important to their company, only about one-third (36 percent) have formal voice of the customer (VOC) programs in place to collect and analyze customer feedback. And of those companies with formal VOC programs, nearly half (45 percent) solicit customer feedback on a quarterly or less frequent basis.  

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.


About the Study

MarketTools conducted the study in September, 2011, using MarketTools ZoomPanel to survey executives at companies with annual revenue greater than $10 million. Completed surveys numbered 331.  For complete survey results, please contact Andy Kill of Airfoil Public Relations at or (650) 691-7311.

About MarketTools CustomerSat Software and Services

MarketTools CustomerSat is a Web-based enterprise feedback management (EFM) solution used by the world’s leading businesses to capture, analyze, and act on feedback from customers, employees, and partners. MarketTools EFM consultants are available to help CustomerSat customers get the most out of their investment in voice of the customer programs, from design of satisfaction programs to advanced analysis of survey results. Through the use of comprehensive analytic tools, action management technology,  and the expert knowledge of customer satisfaction consultants,  MarketTools helps clients optimize satisfaction and loyalty programs that deliver high-value business impact. MarketTools was named a leader in EFM satisfaction and loyalty solutions by an independent research firm.

About MarketTools, Inc.

MarketTools is the leading provider of software and services for enterprise feedback management (EFM) and market research. The company is focused on providing leading organizations the actionable customer insights they need to make better business decisions that lead to high-value business impact. As the first company to make online surveys widely available on the Web, MarketTools continues its market-leading position by providing the broadest range of powerful, accurate and integrated customer insight technologies that empower companies to become the most customer-centric organizations in their industries. The MarketTools premier portfolio of technology-based insight brands includes CustomerSat™, TrueSample®,  Zoomerang®, ZoomPanel® and ZoomPanel Tech™. MarketTools is a privately held company with corporate headquarters in San Francisco and European headquarters in London. For more information, please visit

All trademarks are the property of their respective owners.

Andy Kill
Airfoil PR for MarketTools, Inc.
(650) 691-7311

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