Does Social Media Improve Customer Loyalty? Customer Feedback Programs Best Practices Survey


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Business Over Broadway announces their second Customer Feedback Programs Best Practices survey to study the use and impact of social media tools on customer loyalty. In the previous study (conducted in 2008), Business Over Broadway found that loyalty leading companies adopt specific practices in their customer feedback programs. Specifically, loyalty leading companies, compared to loyalty-lagging companies:

1. Have executive-level support of the customer feedback program
2. Integrate the customer feedback program into their daily business processes and systems
3. Conduct in-depth applied research with their customer feedback data

Since that study, the use of social media tools in customer feedback programs has increased. Companies monitor social networking sites, build their own online communities, and measure customer sentiment in hopes to better understand their customers and improve customer loyalty. Do these new tools work? Are companies who employ these tools better able to manage their customer relationships? Do they have higher levels of customer loyalty compared to companies who do not use these tools? The current survey is designed to answer these questions.

For the new study, we developed a survey allowing customer feedback professionals to provide their input on how their company structures its customer feedback program and uses data from this program. Customer feedback professionals have a unique opportunity to be a part of this research. In return for completing the survey, respondents will receive a free executive report that will highlight the key findings of this study.

Responses to this survey will remain strictly confidential. When reporting survey results, individual company names will not be disclosed without their permission. The survey takes about 10 minutes to complete.
To begin the survey, please click on the link below:

To learn more about the survey, click on the link below:

Results from the first customer feedback programs best practices study were presented in the book, Beyond the Ultimate Question (2009).


  1. Hi Bob,

    I like where you’re going with this. I haven’t been able to find any specific examples of how social media has measurably affected customer loyalty (qualitatively or quantitatively). I believe that social media will affect loyalty, although I’m not sure how well it scales, and I’m not sure how to measure it.

    I would greatly appreciate your thoughts on this.



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