Unhappy customers talk. All business owners know the pain that negative word of mouth can bring. But happy customers can talk too. Nothing is more valuable to a business owner than a solid referral. Consumers are used to condescending treatment, long hold times, mediocre resolutions, etc. It's easy to do the bare minimum to keep your customers satisfied, to keep them from complaining. But that behavior isn't going to do much for your customer loyalty, much less for positive word of mouth. Don't just satisfy customers; "wow" them and turn them into brand ambassadors.