Chapter 7

Make your brand your customers’

When you deliver excellent customer service, you get great reviews. Customers are becoming more accustomed to checking reviews routinely before buying and are happy to return the favour to future customers by sharing their own experience after completing their purchase. In other words, reviews are fast becoming the new currency for anyone selling online. Companies without reviews look unprofessional; a company with many bad reviews will struggle to turn their luck, whilst companies with good reviews seem to do better and better – encouraged by the response to its good behaviour.

Why do people rely so heavily on the words of others? Does it make a difference beyond warm words and good feelings? Well, ...

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