Car parking business NCP has appointed social media monitoring specialist Social360 to track conversations about the brand.
The exercise aims to find opportunities and track potential corporate, service and operational issues being discussed about the brand on social media.
Alison Sams, head of marketing and customer retention at NCP, said: "Whilst we have many thousands of customer interactions every day we've traditionally not had a way of accessing direct feedback from our users. Social listening enables us to pick up on what people are saying about our brand and then to use this to enhance what we offer.
"The challenge for us, as for many brands, is the sheer volume of conversation out there and how to extract real value from it. Social360 cuts through the noise and just brings us the important content in a concise and actionable daily report."
Paddy Herridge, COO of Social360, said: "As the UK's best known car parking provider, NCP is a focus of discussion for anyone talking about parking on the web. However, the challenge is to filter out the noise around the brand to identify the content that presents real opportunities for the business."