Every organization has experienced the power of personal recommendations, both positive and negative. Good-quality services create positive marketing because clients tell other people about them, while poor-quality services create negative marketing.

Surveys have shown that a satisfied client will report a good experience to about six people, while a dissatisfied client will tell at least eleven people.

Positive word-of-mouth reports are the most cost-effective way of retaining clients, attracting new clients, and defining organizational image in the community.

To make effective service recommendations, clients should know about the services and the individual needs of potential clients and should confidently accept responsibility for the outcome of their recommendations. Potential clients will listen to people whose judgment and integrity they trust. To encourage an environment in which clients recommend services, organizations should strive for quality, efficiency, user-friendliness, good client communications, and strong operational performance within their market niche.