Have you stopped to consider who your customers are and what they are saying about you? Do you even want to know? It can be hard confronting the truth in case the truth is not what you want to hear. Ingrid Maynard explores the importance of customers and their impact on an organisation’s reputation. The definition of a customer needs to expand beyond traditional buyers. Ingrid introduces the concept of becoming a magnetic organisation, where positive experiences lead to a multiplying effect on the organisation’s reputation.