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In their bid to educate the doubters and turn the tide of opinion, their charm offensive has seen them face down common criticisms and demonstrate responsible practices, like only using sustainable fish and free-range eggs. Meeting their critics head-on, they’ve gone some way to diffuse some of the guilt some customers might have felt about visiting the golden arches Cleared So, how does it all come together? What's the secret to building customer trust? Well, as I touched on throughout the list above, one of the keys is valuing your customers and thoughtfully conveying that appreciation back to them