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Cultivate a customer focused culture. Everyone has to care about the customers.
Hire a great community manager and listen to them. Really. Even when they say mean things to you. (especially then)
Recognize that ‘HOW’ you do something is as important as ‘WHAT’ you do, and often times more important
Every department should be challenged to identify specifically HOW they contribute to positive perception
Treat people like real people. Employees. Customers. Vendors. Everyone.
And of course, provide awesome customer support
Things you might check out Video from Jeff Bezos about Amazon and Zappos http://www.youtube.com/watch?v=-hxX_Q5CnaA Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust – http://www.amazon.com/Trust-Agents-Influence-Improve-Reputation/dp/0470743085 Zappos Culture Book – http://www.zappos.com/n/p/dp/42746617/c/1.html Zappos Blog – http://blogs.zappos.com/blogs HOW – by Dov Seidman http://www.howsmatter.com/book/ Socialnomics: How social media transforms the way we live and do business http://www.amazon.com/Socialnomics-social-media-transforms-business/dp/0470477237 The Ultimate Question: Driving Good Profits and True Growth ( about Net Promoter Score – worth a look) http://www.amazon.com/Ultimate-Question-Driving-Profits-Growth/dp/1591397839