The customer is not always right - despite the well-worn saying - but what's more unforgivable than the odd 'bad' customer (relative to the number of 'good' customers) is a bad company with poor customer service.
Under-promising, over-delivering and just keeping your promises are probably the easiest ways to establish and build a good reputation.
Then why do some companies often - and repeatedly - get it so wrong?
It's not rocket science (unless you sell rocket science stuff) and it doesn't need to be difficult and mysterious, as this article in Forbes highlights.
Investing in simple processes, training and good old fashioned manners - you know, 'please', 'thank you', 'I'm sorry', and so on can potentially save you a mountain of cash and prevent hard-won customers from deserting you and trashing your name online.
Unless you're providing an essential or unique service, it can cost a lot more to acquire than
to keep a customer.
The following infographic on the importance of (good) customer service is from 2012, but the themes are still relevant.
Thoughts on customer service, communication and, of course, reputation management.