The move is aimed to provide operators "richer" insights and improving accountability.
Customer feedback and online reputation specalist company Feed It Back has launched a new module that integrates social media comments posted on an operators’ Facebook, Instagram and Twitter pages into its platform.
The innovation, which was developed in partnership with customer focus groups, will see key trends from the posts fully integrated with existing feedback from surveys and reviews on TripAdvisor, Facebook and Google. This, the company says, will provide operators with a "rich" data set to understand what is driving positive and negative reviews about their business.
A bespoke hot post feature will also give vision of any posts that are generating significant engagement.
"To compete in this environment, it’s no longer good enough for operators to focus solely on what’s served on their plates or in their glasses; now they have to scrutinise all aspects of their customer experience, which starts with how attractive they are online," Carlo Platia, CEO of Feed It Back, said.
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