Customer surveys. Mystery shopping. Printed comment cards. Inbound emails. Website comments. Call ins. Not too long ago, marketers relied on these traditional forms of feedback as the primary methods to gauge customer satisfaction. As feedback volume from these sources continues to decline—response rates from these channels has fallen from 50% in 2007 to 28% in 2011—the value of traditional guest satisfaction is being questioned.
During the same time period, mentions per store per year on social feedback channels....