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If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

Customers want to talk to other customers.

In our experience at Safeway, we're confident that we can actually improve the quality of health care while taking costs down and using the savings to help finance coverage of low-income people who are clearly going to need help to pay for insurance.

People will feel safer around you and speak truthfully to you when they feel you are listening intently to them.

And, of course, customers really need to feel safe and are seeking reassurance when they fly.

Ensure your employees understand what your brand stands for so they can be your first line of word-of-mouth advertising.

I believe that first impressions are very important.

It's so important to experience what your customers are experiencing and listen to their suggestions.

The goal of listening to customers is not to please every one of them. It's to figure out which customer segments serve your needs - both short and long term.

Spend a lot of time talking to customers face to face. You'd be amazed how many companies don't listen to their customers.