- A great product
- A plan
- Real insight into your consumer base
- Great customer service
- A clear and memorable message
- A prepared and committed sales force
- The ability to target and convince the people who will most effectively act as advocates
- The provision of tools to make it easier for them to share information
How to minimising negative word-of-mouth
On average a customer tells ten times more people about a poor product/service than they do about a good product/service experience. So minimise this problem:
- Listen and learn
- Offer and stick to a generous guarantee.
- Provide detailed warranty information.
- Provide a simple and free complaint procedure (use freefone and email).
- Be as generous as possible if replacements are requested.
- Ensure a positive attitude from store staff, employees and customer services.
- Make sure everything you do has legal approval.
- And have a crisis management plan agreed in advance.
If planned and carried out carefully, negative word-of-mouth can be converted into positive word-of-mouth.
Key media and WOM techniques
- Testimonials and endorsements
- Networking - business to business
- Social media networking, for example:
- Viral marketing
- Member-get-member/recommend a friend
- White paper marketing
- Affiliate marketing
- Advergaming (use of video and online games to advertise a product, organisation, or an idea)
- Forums, Bulletin Boards and Chat rooms
- Emails (newsletters) and SMS text as channels.
Marketing activity that could get you talked about
- Guerrilla marketing
- Customer service that is so good, it delivers referrals
- Sampling, product demonstrations or even coupons
- Events and roadshows
- Press coverage and expert comment
- Product placement
Dr. Antony Michail
Anacalypsis Strategy & Marketing Consultants