Great customer service enhances the consumer experience while a few slip ups can destroy your company. Learn which mistakes to avoid.

Customer testimonials can help tap into all of these buying behaviors and they’re much more effective than sales copy because they’re coming from an outside, presumably unbiased, source. Testimonials are worth their weight in gold! Here’s how and where to use them to their fullest.

A vox pop street poll is a random selection of members of the public who are asked for their opinions on a given topic, and the best ones are quoted. The media use vox pops to gauge public opinion and reaction, influence decision makers, forecast results of events and stimulate public debate. Google's appropriation of this media staple for marketing proves to be a cost-effective way of making an internal sale while generating buzz about their latest products.

"I want to make love to the @jetblue terminal," tweeted @meaghano, a.k.a. Meaghan O'Connell of Brooklyn, N.Y., earlier this month.
Three minutes later, @jetblue replied on Twitter: "Goodness...I hope you at least buy the terminal dinner first!"

Rob Harles, vp-community for Sears, said the chain’s goal is to glean new insights from customers and give the brand more of a human face. “Ultimately we’re going to try to use this to first and foremost learn about our customers and secondly use those lessons and use that to integrate that into the shopping experience,” Harles said, adding that the company has already used some insights to restock items and address some customer service issues.