Positive customer experiences are such a crucial word-of-mouth marketing tool that most businesses should be doing more to improve their relationships to customers, writes Brian Honigman. He advises companies to respond in a timely and genuine manner when customers post complaints on social media, to take time to listen to feedback through surveys or Web forums, and to build trust by keeping customers in the loop on changes. Take responsibility for mistakes and always thank customers, he adds.

Related Summaries