The best word-of-mouth marketing still starts between people standing face to face, Andy Sernovitz writes. German traffic lights feature StreetPong, a video game that let pedestrians play with strangers before crossing the street, while Hyatt Hotels staged a promotion that had employees opening doors for random people. "You don't have to make it complicated," Sernovitz writes. "Sometimes showing off your customer service just means doing something nice for people."

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