Paddy Herridge (pictured), COO at 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.”

NCP’s head of marketing and customer relations Alison Sams added: “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.”