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Historically, companies have relied on surveys using open-ended and multiple choice questions to get customer feedback, with some larger companies using focus groups or one-on-one interviews, said Vivek Astvansh, assistant professor of marketing at the Kelley School of Business at Indiana University.
While these methods are still in use, a broader trend is underfoot to derive customer feedback from other sources, including social media posts, reviews and more. Large enterprises can use sophisticated tools to analyze this content, while medium-size and larger small businesses can use analytical tools from Facebook, Twitter and Google. But these tools are too expensive for smaller businesses, Astvansh said. Smaller companies will still use social media for customer feedback, but rather than sophisticated analytical tools, they will more often than not look at social media on occasion to get a general feel for customer feedback.