It's one thing to listen to what your customers are saying when they reach out to you directly through calls, emails, texts, or direct messages. But many customers prefer to "go social" and comment on social media, review sites, and online forums.

So the question is, "Are you listening?"

By "listening," I mean social listening, paying attention to what customers are saying about you everywhere except directly to you.

In the past month, I've been asked twice about social listening, responding to surveys, and monitoring online comments and reviews. However, let me emphasize that comments and reviews are not limited to the typical review sites, such as Google, Yelp, TripAdvisor, and others. Your customers will also share comments on Facebook, Instagram, and other social media sites.

So, even though we call it social listening, a better name might be social reacting. If you take the time to "listen," which means reading or watching what customers are saying about you, it is in your best interest to react with an appropriate response.

While I believe you should respond to all comments and reviews, it's especially important to respond to the negative. By the way, negative reviews aren't so bad. In one of my articles about embracing negative reviews, I mentioned that a perfect five-star rating causes some customers to think, "This is too good to be true." Perfection is not reality, and customers know this.

Image courtesy of Shep Hyken

With that in mind, here are five social reaction strategies and tactics:

1. React to Positive Comments: A short thank you is appropriate. If you can personalize it, even better.

2. React to Negative Comments: As mentioned, it's especially important to respond to negative reviews and comments, and I'll add, in a timely fashion. The sooner the better. This adds a sense of urgency and creates credibility. If possible, take the complaint "offline" and deal directly with the customer. Then return to the site where the comment or review was first shared and let the world know you resolved the issue.

3. React to Unreasonable Comments: Not every comment will be reasonable. Some people will be unreasonable. A simple and professional response is appropriate. Offer a way for the customer to contact you directly. Don't be defensive, or you'll add fuel to the fire.

4. It's Okay to Use AI and Templates When Reacting: Depending on how many comments you get, AI and templates can save you time. But, make sure to customize them to the situation. Don't just copy and paste comments. Customers will notice.

5. Treat Customer Comments as Learning Opportunities: This idea goes beyond social channels and review sites. Any comment that comes your way, positive or negative, is a learning opportunity. If you get negative feedback, find ways to prevent it from happening again. If the feedback is positive, find ways to make sure it always happens.

Companies spend a lot of money to get customers to notice them through marketing and advertising. Don't waste that investment by not considering social reacting as part of your marketing and CX plan.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep's customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.

This article was republished with permission and originally appeared at Shep Hyken.

It's no secret the relationship between travel and the economy is a tight knit one, with ripple effects from each felt throughout various sectors in a number of ways, from jobs to revenue and more. Come along as we explore some key points examining how the economy in 2025 so far is impacting the travel industry as a whole.

Multi-generational travel is undoubtedly a growing sector of the group travel market. According to the Family Travel Association (FTA) 2023 U.S. Family Travel Survey, over 50% of parents say they're planning to travel with both their grandparents and children, indicating more family groups on the road.

In a lot of ways, the world around us continues to move at an incredible pace, often leaving our plates fuller than ever while being challenged to evolve and keep up—or else. Within the chaos and commotion of trying to stay on pace with what's next, sometimes the fundamentals of doing something truly well can fall to the wayside. One area that still deserves your undivided attention and effort? Customer service.

Let's revisit some points of customer service etiquette that are always worth the extra emphasis.

TIMELINESS IS TRULY TIMELESS.
Whether it's responding to an email, meeting a deadline, or pulling together a quote, replying in a reasonable time window should always be a priority. Of course, life happens, and sometimes your original timeline isn't always feasible. Should that be that case, communicate that! Even just extending a note of acknowledgement that you're running behind goes a long way.

FOCUS ON WHAT'S POSSIBLE—NOT WHAT'S OUT OF REACH.
Your baseline should always be approaching a situation from the perspective of what's possible vs. what's not. If a client comes to you with a request that is outside of what you've done in the past, rather than poo-pooing the idea immediately, consider the possibilities! Can you make it happen? If not, can an alternative with a similar outcome be achieved? Remember to stay creative and flexible—it's often in those realms that innovation blossoms.

KEEP YOUR COOL AND CHUG ALONG.
Much like life itself, stressful situations will often arise when working with colleagues, industry partners or clients. Don't let a moment of frustration or overwhelm manifest itself in your decision making or communication. Do your best to navigate things in the moment, and then reflect on what made the situation stressful in the first place. Is there a way to mitigate that level of intensity in the future?

LISTEN CAREFULLY AND ACTIVELY.
Not enough can be said for remembering the little details of a conversation. As you build your relationships with clients or colleagues, be present and truly listen to what's being shared. Whether it's a bucket list item they've got their heart set on for an upcoming itinerary or simply details about life and family, people feel valued when these finer details are acknowledged and rehashed.

GRACE, TACT AND SELF-AWARENESS ARE NEVER OUT OF STYLE.
Don't come out of the gate too hot! If a previously discussed agreement or desired outcome gets lost in translation somewhere along the way, rather than spouting off what you really want to say ("Hey! That's SO not at all what we talked about. What the heck?!"), take a moment to breathe and think a bit deeper. Formulating a statement that might land a little softer—while still getting your point across and addressing the issue—is bound to be much more effective and well received.

BEING BUSY ISN'T AN EXCUSE FOR GHOSTING.
Yes, there never seems to be enough time to do all the things we need (and want) to do. However, that doesn't mean it's appropriate to ghost anyone. Not only is it bad business, it's also, simply put, rude. Having a sales discussion that doesn't seem to be going anywhere? Be honest! Don't have the bandwidth to participate or contribute your expertise to something extra? Be honest! People won't forget those who wasted their time or strung them along.

Written by Sarah Suydam, Managing Editor for Groups Today.

This article originally appeared in the Jul/Aug '25 issue of Groups Today.

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Prior to 2020, many of us had long-existing industry contacts with whom we'd built strong relationships over the course of several years, perhaps even decades.

We were always growing, of course, but these thriving connections were not only a benefit to the jobs we do each day, but were downright enjoyable to have!

Fast forward to today, and it's a whole other story. Unfortunately, the pandemic flipped the world upside down, with many folks opting for an early retirement, job change with another company or leaving the industry entirely. It wouldn't be untrue to say that for many of us, it felt like starting from the ground up all over again. And at the same time, an influx of industry newcomers are now eager to dive in.

For those looking for insight into building industry relationships in today's world, we caught up with Jim Coggin, Tourism Sales Manager for Virginia Beach CVB, and Benjamin Maddy, Brand Ambassador for The Fireman Hospitality Group.

NETWORKING WITH SUPPLIERS TODAY
According to Coggin, there's one thing that hasn't changed: Being clear and concise in your communications when reaching out.

"[Prioritize] effective communication so you have a clear understanding of everyone's needs," Coggin explained. "Deliver results that exceed expectations. When you say you're going to do something ... do it!"

Maddy recommends following up often and staying in communication.

"Make sure to communicate on a regular basis, and don't wait to share new information or new things coming soon until the annual conference!" Maddy said, advising that when trade show season does come around, to research the companies and organizations you're meeting with and come to your appointments prepared with ideas. "People always remember when you go above and beyond!"

It's also wise to be flexible and share your needs with suppliers and if you have any new itinerary ideas to see where gaps can be filled. You never know what opportunities are ready for groups to enjoy if you don't have those conversations!

COMMON MISTAKES TO AVOID
While nobody is intentionally trying to tank their industry relationships, there are some all too common mistakes a professional like Coggin sees time and again:

• Not having a clear understanding of your audience—always do your homework.
• Looking at networking as a chore instead of using it to build relationships.
• Not following up with people you've met at a networking event.

BE MINDFUL OF COMMUNICATION DIFFERENCES
It's important to acknowledge the intersection of suppliers and operators/advisors networking and connecting with generations other than their own.

"Everyone has their own preferred method of communication, whether it's via phone, email, text, etc.," Maddy said, recommending that those who are unsure simply ask any parties involved what their preferences are! Consider making note of this preference on your end, and also being open about your own communication style.

For some, face-to-face meetings are still a must, while others don't find them necessary. Some folks like physical materials to refer to, while others find digital materials to be easiest. Whatever it may be, respect everyone's decisions and be considerate and flexible in your communications.

"Meet and connect with people outside of your generation—you'll be surprised at what you learn!" Coggin said, sharing one final tip everyone can use, no matter their level of industry experience.

"The key to any strong and lasting professional relationship is trust; people like to do business with people they trust."

Written by Sarah Suydam, Managing Editor for Groups Today.

This article originally appeared in the Sept/Oct '24 issue of Groups Today.