If your customers are kind enough to provide good feedback, USE IT!
Potential customers want to be convinced to buy. Help them by illustrating your superior service with examples.

To get the most out of your testimonials, includes dates, customers' names and locations.

Be sure to include a link on your site that allows satisfied customers to submit a testimonial

For example, take a look at MotorMint.com's testimonials page. Motormint.com is an online die cast car retailer. They use testimonials to show customers what kind of experience to expect.

Give customers confidence. There is nothing that lends credibility to your store like the words of a happy customer.

Feel free to email me or post in our forums if you would like to discuss the topic further. I hope you enjoy this series and that it helps you with your site.