Imagine you are a marketing coordinator for a boutique day spa company, Magical Getaways, offering luxury weekend retreats, with one night's luxury accommodation, a chef-prepared Saturday picnic lunch, dinner in a two-star restaurant and extravagant Sunday breakfast buffet. Ticket sales for the retreat have been steadily declining, and your manager wants to understand more about customers' perceptions of the luxury retreat experience.

As a marketer, discuss how you can utilise social media to implement a Voice of Customer (VoC) program to better understand customers and improve the firm's performance. Include specific examples of a VoC program for the struggling day spa company.