MEETING customer expectations is a vital part of keeping them satisfied. In order to match those expectations, businesses should be able to deliver on their brand promise and commitment to customers. It's easier said than done — the challenge is to put yourself in customers' shoes and assess the business without bias, even if your customers have a bias.
One motivating factor for a customer to leave a thorough review is when they have an extreme experience — either an extremely good or extremely bad one. Businesses tend to dwell on reviews of this kind, thinking that the bad ones tell them the things they should stop doing while good reviews tell them the things they should keep on doing.
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