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Consumers tend to trust their fellow customers more than the businesses they're buying from. Real customers' experiences are often seen as more objective and hold more weight than a company's clear-cut marketing nexpertsacademy.com Hear what they have to say, and if something they bring up strikes a chord with you — or enough customers are raising similar points or issues — do something about it. Improve your business based on your customers' insight. It's an excellent way to demonstrate that your relationship goes both ways — helping develop trust by letting your customers know you're willing to hear them out