Knowing what customers find important and how they want to interact with a brand is important to any business's success.

A new study encourages brands to take note of what consumers think is necessary in order to improve a product or service and then make the changes that will satisfy shoppers.

Here are five suggestions from the “Conversation Index” released by Bazaarvoice, a Texas-based company best known for its ratings and reviews software.

The tips are garnered from the millions of pieces of user-generated content from online reviews:

Brick-and-mortar shoppers still engage online: Since a reported 70 percent of shoppers say they use their smartphones while in your store, find a way to obtain these shoppers’ email addresses.

Ask for online feedback from face-to-face customers, and by any means necessary, offer free Wi-Fi at your business locations.

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