People tend to share their disappointment rather than their satisfaction. Your customers are no different. When customers comes to you with a complaint, do what you can to send them away happy. Negative feelings occur in a heartbeat, but can linger for years if you do not deal with them immediately. Let your customers know that they can bring their complaints to you.
Some manufacturers invite customers to participate on a product review panel.
Testimonials are easy to understand and relate to and they allow prospects to visualize using your product. Always get authorization before using the quotations and maintain a file in case you need to verify the source. Your ability to inspire trust will be communicated to your customers and prospects. Your policies and practices publicize that belief. Sales representatives, wholesalers, distributors, vendors, creditors, consultants, and industry experts also contribute to your reputation.