Almost one-third of all customers – around 32 per cent – are sharing their experiences and feedback with companies via social networking websites and blogs, according to a recent survey by Verint Systems. The research, which was carried out using answers from over 7,000 people, was compiled into an infographic looking at how easily accessible reviews have made customer service a marketing form in itself.

The survey also looked into the importance of customer service, with some surprising results – 78 per cent of those surveyed believed customer service to be more important than price, while only 28 per cent said they responded to marketing messages – suggesting that service records, not PR campaigns, made the difference.

Customers can be reached in a number of different ways these days – personalised posters and flyers increase visibility, while social media allows customers to connect on a very personal level with a brand. This makes it even more important to ensure top-quality service, particularly in a small business, as customers are more likely to expect a more personal experience. The general rule of thumb is to ensure customers are left not only happy but also pleasantly surprised with your service – ensuring positive feedback, rather than negative!