In order for a business to thrive, it is imperative to listen to customers. While this may seem like obvious advice, it is worth examining the degree to which being cognizant of consumer expectations plays a role in a company's success. The customer review website Yelp was originally developed for alternate purposes but learned to be fluid when users began to use the service in an unexpected way. Marriott International surveyed guests and learned that those who had experienced conflict resolution during their stay were the most likely to return. To achieve the greates level of success for your business, it is crucial to listen to customers.