Today's child care and early education landscape has vastly changed from a few years ago; parents have more choices and they are better informed. More than ever before, it is important to hear what parents tell they are searching for and to act on the specific information provided. When it comes to finding the right provider for their children, parents listen and learn from other parents. Word of mouth is considered to be one of the most trusted resources for parents in the decision-making process when selecting child care. Companies delivering child care and early education can improve their business simply by listening to parents. The process starts with the development of survey questions that are unique to the organization and customized to fit their goals. It is important that professional, outside expertise is retained for this research. A third-party approach ensures impartiality in the development of the survey, and statistically valid results by employing a scientific methodology that can yield higher response rates. Then from the survey results, critical issues can be highlighted and acted upon. Listening pays and will continue to help build parent loyalty, referrals, and enrollment in schools.