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Consumers tend to trust their fellow customers more than the businesses they're buying from. Real customers' experiences are often seen as more objective and hold more weight than a company's clear-cut marketing Cleared American motivational speaker Zig Ziglar once said: “If people like you they’ll listen to you, but if they trust you they’ll do business with you.” That’s great advice and it happens to be true. A high-quality product or service is only half the story. If you can earn customer trust with five-star service, you might just secure their loyalty too