If a brand has great customer service, it will make customers comfortable and familiar with that business. This will protect the business from receiving lots of bad reviews from angry customers. By making sure that the customer service is trained to be helpful and friendly will make the customers wanting to come back to the business and buy from them again. This helps with lowering reputation cost and brand recognition development. Customers will be referring other customers to this brand because of their help and effective communication. This goes hand in hand with the brand receiving good reviews on comparison websites, social media platforms such as Facebook and twitter and the businesses own website. The business can rely on word of mouth and then put their time and focus on other areas of the business that need improving.