organizations to actively learn and listen, then learn from our fail heiers, flaws, weaknesses, it presents an opportunity to improve our product and build loyalty among those people that were once haters. we have to weed out the nonsense from the trolls that are out there. i think when we do this, though, it creates an environment where we are constantly improving. and i'll just start with the minimal product and grow. >> talk do me about build systems. >> surveys in. >> absolutely. i think any organization needs to, whether you're in a restaurant, a hotel, a manufacturing organization. we all have customers and clients. so, yes, i think what we need to do is get to the consumer, the complainer, the whiner before they get to the internet and start reviewing you. any time you do a transaction, there is an opportunity to ask for feedback. >> got it. and be clear that we want your