Social Media listening is used best for large, popular, and reputable businesses in which get a large amount of customers based on trends, new product launches, and customer recommendations to what to make. Businesses could share posts on Social media with specific images and/or key words which convince people to state their opinions in the comments and what they want the business to change/make in the future. The Horror Hotel at the Brighton Pier gets many customers and a small percentage of them never come back, what the Pier management could do is post pictures of the Attraction on Social Media, and see the comments people type, which will determine what changes need to be made and what needs to be added, what customers need and/or expect.

Surveys are an exceptional way of getting an honest review from people, in a way of asking them to answer questions about their experience, what they liked and what they didn't like, what needs to be changed, and what needs to added. People state their honest and actual opinion privately, which makes this a favourable method of considering what customers want from the business. The Turbo Coaster is one of the most popular Attractions at the Brighton Pier, and is also one of the most vulnerable Attraction at the Pier, being the one with constant faults, and maintenance issues, which is disappointing to a lot of people. The Pier management could create surveys that they would ask people to fill out after riding the Attraction to get their honest review and have them fill out a section that displays what customers want and expect from the ride.

The impact that will be made on the organisation is that if customer needs are met, that customer is going to come back, the business reputation will increase, the business will be more relative, the customer may write positive reviews on the internet which makes indecisive choose this specific business, the customer is going to recommend this business to other people, which may encourage them to buy from them, and perhaps do the same thing, the customer may also become one of the regulars of the business, which will increase business. In the Brighton Pier, if a customer tries the Roller coaster and is satisfied with their experience, they will recommend it to their friends, they will write a good review on tourist sites, and recommend it to tourists, the customer may also come back with other people with them to experience the ride again.

If customer needs aren't met, the customer will leave dissatisfied, however depending on their experience they might spread word about their experience and how the business didn't meet their expectations which will discourage others from buying from this specific business. The customer may also write negative reviews on the internet, which will heavily impact on the business reputation and decrease sales. If Palm Court at the Brighton Pier take too long to serve their customers, and serve them under cooked food, the customer will complain about the treatment they received and leave dissatisfied, they may even sue the business if any damages occur such as food poisoning, which will shatter the businesses reputation and may even have it closed.

The impact that can be made on the customer when their expectations are met is that they will be satisfied with choosing that specific business and keep in mind that the business they went to will be the perfect place to buy from, they will also be happy with the assistance they received and be relieved from having to look for what they needed. At the stalls in Brighton Pier someone may be asking for a specific type of Ice-cream which may require a precise method to create, if it has been made exactly the way the customer asked for, they will be happy to have a place that serves Ice-cream the way they like, and recommend the stall to people they know and will spread positive word about the stall.

If a customer's needs haven't been met the impact made on them will be that they will be unhappy with what they ordered, they will be upset about the money they spent, they will be unsatisfied with the business.

1.2 MERIT ACHIEVED

Businesses deal with hundreds of customers every day, and many people realise that fact, so they don't give it any thought. Every business has returning customers (Regulars) which are always recognised by the Staff, relationships can be built with people by remembering their names & regularly chatting to them, it makes them feel special and different from every other customer. Palm Court in the Brighton Pier is an astonishing Restaurant which gets an outstanding amount of customers every day, If there were a customer which goes there every weekend that can be used to build a relationship with them, by chatting with them regularly and remembering their name, they will certainly come back and perhaps with family & friends, all while recommending the business to others.

The Staff of every business deal with an overwhelming amount of orders a day; which makes it hard to remember customers certain order, however if there were a customer which would come everyday and order the same thing it wouldn't be difficult to remember what they order, this can be used to build a good relationship with them, remembering their needs makes them feel like they re at the right place and encourages them to come back. The Ice-Cream stalls at the Brighton Pier have many customers everyday - both tourists and locals, if there was a customer which would go to the stalls every weekend with their family and children a strong relationship can be formed with the customer, and if the customer orders the same thing, the customers Children will also be expecting to get Ice-Cream from the same stall every time they visit the Brighton Pier.

Casual businesses (mostly cafes) use a loyalty card system, which is a card that gets stamped every time the customer orders from them, and on the selected number of stamps they get a free product from the business. This method encourages new customers to come back and purchase from the business again as the card can be a target-to-reach for customers. Starlings Roost in the Brighton Pier make one of the most remarkable coffees in Brighton, a loyalty card system would encourage people to come back as they already might have that in mind when thinking about coffee, this way they are sure to return.

1.3 MERIT ACHIEVED

1.Gaining customer loyalty:

Satisfied customers are guaranteed to come back to the business, which is why its is vital to manage their expectations, as there are many businesses providing the same products; making it important for businesses to earn their customers, and keeping them satisfied. There could be a customer that suggests a business idea based on the Ice-cream he had at a specific stall, they could propose a collaboration with themselves, which could benefit them both, one has the recipe to delicious Ice-cream, while the other provides the ingredients/venue and the ways to create a larger business. There are a number of Ice-Cream stalls at the Brighton Pier, which creates competition between them; making it crucial for each stall to earn their customers as they already have a lot of other places to choose from.

2.Increasing Business Reputation:

The most valuable thing to a business would be its reputation, as that is what attracts new customers for them, if a business has a great reputation it will attract customers without any extra effort from the business, it would be less costly for them as they might have positive reviews on the internet - which is what most people rely on, or just through word of mouth. If a business is successful and has a positive reputation, it may attract possible business figures who may propose business ideas, such as collaborations, new products, or might ask for a percentage of the businesses profits for a price that might satisfy the business owners. In the Brighton Pier there are a number of places that serve good food, but most notably: Palm Court, they have a positive reputation form reviews, comments on social media, and tourist sites, this itself is enough to attract new customers every day as most people who visit the Pier are tourists who are looking for a good place to eat.

3.Building Trust with the Public:

Every business must deliver what they promise, in simpler words: provide what products they have the way they should, building trust is being honest about products & services ensuring the public are aware of your honesty about your products and the quality of them & the services you provide. Business individuals are always seeking new opportunities, while they are sure to hear of your business and how well you deliver, it is possible that they will be interested in offering a business deal, which may benefit you and them, and with the trust of the public it is sure to trust this collaboration. Sunset Garden is known for having the best cocktails at the Brighton Pier, in which they are trusted by the public, they are taking care of their name by delivering food & drinks they promise are the best, that way people will spread word about them, post about them, and perhaps may even attract celebrities & public figures purely based on word of mouth.

1.Raising awareness if a products is unavailable:

many things may alter the way a business day goes and one of those things is a product out of stock, if a popular dish at a restaurant is out of stock the business can think of an alternative which may also be popular but not preferable for everyone. Businesses can also make it known by placing a sign that lets potential customers know that the specific dish is unavailable. Palm Court is one of the most remarkable restaurants at the Brighton Pier which also has a wide variety of dishes, if a popular dish was unavailable it would be imperative for the management to do something about that, they could have a sign put for all people to see and make it known that the specific dish is out of stock.

2.Informing customers if a products is going to take an extended amount of time to arrive:

It is a common thing that happens with all businesses from time to time, it may be caused by a mistake, perhaps a fault with the business manufacturing, it may also be a glitch in the businesses system however it is an unfortunate event for the customers. Informing customers of delays happening to their products will ensure their trust to your business, and they will appreciate your businesses honesty which makes them comfortable purchasing from you. At the Horror House in Brighton Pier, there may be a malfunction which disallows people from riding it, letting people know of that at the entrance that its taking some time to be fixed they will acknowledge that and appreciate your honesty, they most likely will return after a specific amount of time and if the issue is resolved, it will establish trust between them and your business.

3.Letting customers know that the business is closed due to circumstances:

Many thing can cause a business to close, which may include bad weather, in which business can make an announcement on social media, or on their websites which customers will most likely see before coming to your business as you have just saved them the trip. The Roller Coaster in the Brighton Pier is an open ride which many people come for, if it were closed on a stormy day the management could post about it and let people know in advance so that they don't have to come all the way down and be disappointed, they may also offer some discounts on other rides to please customers.