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02 Listening > Using data from Google and Facebook for actionable insight - Pg. 36

36 Paid, Owned, Earned flowers and a present, and was genuinely moved to tears. Someone else then took over the bus driving and everyone ended up happy. The events of that morning were captured on film, and a video entitled Mukhtars Fodelsdag (Mukhtar's birthday) was uploaded to YouTube, 3 where it has now been viewed over 2.7 million times. 4 The customer- centric approach has offered a platform for content development that has generated earned media as it has spread online, but most importantly the implementation of passenger suggestions and the atmosphere that has been instilled on the journeys have seen passenger numbers increase by 21 per cent! The entire ethos of the company has evolved, and encouraging customers to make suggestions, considering them and implementing the best ones has not only improved customer satisfaction, but has also increased company reputation and staff morale. We don't now need to ask consumers explicitly for feedback, though. The internet is providing a treasure trove of conversation data that can