Gary Vaynerchuk on Surveys and Customer Cards

I promise that I am not working for Gary Vaynerchuk but I am just now finishing his book, The Thank You Economy, and I think that every hotelier needs to read it. Here is what he says about surveys and customer cards:

“When you ask a consumer to fill out a survey or comment card, you’ve already influenced the answers you’re going to get, As soon as people are asked for their opinion, they filter their replies… But on social media, you’re seeing people’s unfiltered conversations, reactions, and opinions. That’s a land mine of information for the brand brave enough to look for it.”

Wait… maybe Gary is working for Revinate ;)