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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 heavenarticle.com One of the most, if not the most, important ways businesses gain customer trust and confidence is through customer service. It's the most immediate forum for interaction between both parties and, in turn, the biggest show-and-prove moment for a business to demonstrate value and legitimacy