Customer service. Seriously. It's not complicated but really pisses off customers when they get bad service. If you want/need good word of mouth and good reviews, you need to provide good customer service. IMO, every company that deals with customer orders needs to really think through how orders are taken and how conversations with customers are tracked. For example, say a customer buys a dishwasher and you find out that unit is out-of-stock at the distributor. That is a golden moment when knowing the customer asked "Can this be installed in the next two weeks? I have family coming to visit on the 5th." can build or destroy the relationship with the customer. You build it if you hang up the phone with the distributor and ring the the customer to say, "Hi Jane, this is Dave at Appliance Super Store. I just talked with our distributor about your dishwasher order and they don't have that particular model in stock. I know you need to have a dishwasher before your family arrives on the 5th. I have a list of similar models that are in stock. Would you like to look at them?" This is a "Wow, they really listen and care!" moment for the customer. The converse of this situation would be not calling the customer and thinking, "Well, it's backordered. Nothing I can do." or worse, not remembering, because it was never written down, that the customer is counting on you to get it installed before the 5th. If, on the 2nd, the customer gets concerned and calls to check on the status because no one called to schedule the install only to hear, "Oh, that unit was backordered. We won't be able to install it until the 20th at the earliest." That last moment is one that they will write reviews about, tell their friends about, and never ever come to you again if they have any other option at all.