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Consumers tend to treat businesses the way they treat other people — holding them to certain standards and building relationships with ones they have faith in. They're expressive with their dollar and want to engage with companies that won't let them down fue.edu.eg Most customers don't have an agenda. They don't have anything to gain or lose by offering their input. Their fellow consumers understand that, so if you can borrow some of your customers' credibility, you can cultivate some trust with your target base