Word-of-mouth referral is one of the most effective forms of promotion. It costs nothing and carries a lot of credibility as it is based on a customer's personal experience.

Satisfied customers not only tend to return to buy again from a business, but they are also likely to talk positively about the business to other people. Eveidence shows that a bad customer service experience is often shared with around 10 other people who are likely to tell another 10, thus creating a negative multiplier effect.

Superior customer service exceeds customers' expectations and can make a business stand out from its competitors. It can be a key strategy of the business to gain and retain new clients and can be incorporated in the sales plan.

To be effective, customer service must be consistently good in every part of a business. From the moment the customer thinks of purchasing, right through to the final delivery of the product / service, there are opportunities for the business to enhance the customer experience.