Word of mouth is the best form of advertising because we all prefer the known rather than the unknown. Poor performance is easily exposed through various review websites and social media ‘dislike’ type functions, so businesses must remain vigilant in their approach to customer service and after-sales care. The more customers a business has who are spreading ‘good news’ the better that same business will find their repeat and referral opportunities. Consumers all over the world are quickly adopting methods of reporting their experiences, so now there are millions of reviews and ratings waiting to be examined by potential customers, all at the touch of the screen to a handheld device.