The responsible consumer is one who gives feedback. Let’s say you buy something online. A lot of us do it fairly regularly. The website you bought it from likely has a function where you can rate a product, write a review, or send feedback. Try this. After you receive your product and give it a whirl for a couple of weeks, go back to the website you brought it from. If you can rate your product, rate it. If you can write a review or testimonial, write one.

Feedback doesn’t just have to be about a product. It can be about a service. Let’s say you take your car to a garage to be serviced. Many garages request that you fill out a feedback checklist after the work is done. If you receive one of these checklists, fill it out and return it. Businesses base their service tactics on what customers say works best and what gives them the highest level of satisfaction. That’s how businesses improve the chances that customers will remain loyal, and better yet, tell their friends.

When you leave honest feedback on a product, something very positive is set in motion. Other shoppers’ habits might very well be shaped by a glowing review or honest criticism. Liking a product or service isn’t as important as what you honestly thought about it. And the market benefits in a huge way if you put that honest appraisal in writing and rating. The more people leave consumer feedback, the better chance that the best companies producing the best product in the most satisfactory way will win out over the competition.

The old adage “the customer is always right” is one of the most basic tenets of successful business. But I think I’d alter it slightly. The customer who appraises his purchase is always right.