We use a variety of platforms to listen to and learn about our guests, and, of course, Google (and other social media channels) can be a helpful first step. Furthermore, we use tools like Venga to aggregate feedback across multiple channels—Yelp, Trip Advisor, social media platforms—so that on a day-to-day basis, we know who is saying what about our businesses. It allows us to listen in on these public dialogues and crystallize the feedback so that we can detect patterns and opportunities for improvement. It also provides us with the opportunity to reach back to guests to say thank you for praise and to apologize if we let someone down.
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