Customer words make brands – Importance of word of mouth

Customer words make brands – Importance of word of mouth

Posted by Torben Rick | September 16, 2015 | Customer Service
Customer words make brands

Word of mouth’s growing importance

Consumers have always valued opinions expressed directly to them. Companies may spend millions of Euro’s on elaborately conceived advertising campaigns, yet often what really makes up a consumer’s mind is not only simple but also free: a word-of-mouth recommendation from a trusted source.

Every customer has a megaphone

As consumers overwhelmed by product choices tune out the ever-growing barrage of traditional marketing, word of mouth cuts through the noise quickly and effectively.

Great customer experience can foster positive word of mouth

As online communities increase in size, number and character, companies have come to recognize word of mouth’s growing importance. Great customer experience can foster positive word of mouth, which reduces a companies marketing expenses.

One way customer experience can help companies boost revenue and cut costs is through word of mouth (WOM). In short, outstanding customer experience can help a companies brand increase sales and poor customer can have serious repercussions.

No matter what product or service a company provides, the top priority should be to ensure that the customers have a great experience with the brand. Customer loyalty – and, by extension, referrals – will follow naturally from there.

Top 14+ customer experience quotes to live by

Customer service represents the heart of a brand in the hearts of its customers – Kate Nasser

We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better – Jeff Bezos

Rule 1: The customer is always right. Rule 2: If the customer is ever wrong, re-read Rule 1. – Stew Leonard

Make the customer the hero of your story – Ann Handley

In the end, the customer doesn’t know, or care, if you are small or large as an organization. She or he only focuses on the garment hanging on the rail in the store – Giorgio Armani

Your most unhappy customers are your greatest source of learning – Bill Gates

Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong – Donald Porter

In the world of internet customer service, it’s important to remember your competitor is only one mouse click away – Doug Warner

The customer’s perception is your reality – Kate Zabriskie

Customer satisfaction is worthless. Customer loyalty is priceless – Jeffrey Gitomer

When you’re trying to make an important decision, and you’re sort of divided on the issue, ask yourself: ‘If the customer were here, what would she say? –  Dharmesh Shah

It is not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages – Henry Ford

Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves – Steve Jobs

Here is a simple but powerful rule: always give people more than what they expect to get – Nelson Boswell

Whether you are big or small, you cannot give good customer service if your employees don’t feel good about coming to work – Martin Oliver

Any quotes missing?

Let’s see what Abbey and Mali wants as customers:

 

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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

Blog Comments

In my opinion positive word of mouth is the keyfactor to succesful innovation in marketing.

I don’t get it why I still see so many ‘lucky shot efforts’ by so many so called ‘sales people’.
Please wake up old school enterprises, nobody wants to be stalked by call center agents, sales reps, direct mail advertising, add-ons, et cetera. It’s a desperate way of begging for attention, a declaration of incompetence. When you want to sell good, make sure your employees talk about your company with great enthousiasm, and your customers too. Even the people you reject when recruiting should talk about you with amazement. So treat them right!

Hi Rick!

Really interesting article on WOMM, let me augment your points with some solid facts (that doesn’t mean you didn’t but I think this would further highlight the importance of WOMM).

“Companies may spend millions of Euro’s on elaborately conceived advertising campaigns” Agree, according to a research brands, companies, businesses etc spent $160 billion to $260 billion on advertising in the U.S each year (1).

“yet often what really makes up a consumer’s mind is not only simple but also free: a word-of-mouth recommendation from a trusted source.” again, Agree! According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising (2).

Because friends don’t have personal interest in recommending a particular product, brand and thus their recommendation are perceived more credible (3).

“As consumers overwhelmed by product choices tune out the ever-growing barrage of traditional marketing,” Again, agree. Research shows that due to availability of product information on ever increasing sources, mediums along with ever increasing advertising clutter has resulted in a consumer that is less attentive to traditional advertising (4).

I can go on and on, by quoting research papers to show importance of WOMM, reasons to focus on WOMM but that will take me quite good amount of time, as just supporting these few points with research took me over an hour …

Therefore I would suggest your readers to read an article I have written just last week about WOMM, I read over 100 articles from well reputed research journals, institutes to write down that article and I can assure your readers that if they read it, they will surely be able to put the insights gained from it into practice thus improving their business, brand performance.

Here Word of Mouth Marketing 20 Shocking Facts! , Plus I invite you Rick to read it and leave your valuable opinion about it.

Have a nice day (all of you) 🙂

References:
1. wwwDOTmediapostDOTcom/publications/?fa=Articles.showArticle&art_aid=109734
2. Nielsen Research
3. Silverman, G. (1997), ‘‘How to harness the awesome power of word of mouth’’,Direct Marketing, Vol. 60 No. 7, pp. 32-7.
4. Bernard J. Jaworski (1991), “Enhancing and Measuring Consumers Motivation, Opportunity, and Ability to Process Brand Information From Ads,” Journal of Marketing, 4 (October), 32-53.

Word-of-mouth-marketing is perhaps the best way to promote your brand. Just be so good that others talk about you to their friends, colleagues and family members. Read and share the 14 quotes in this article with your team. They come from some amazing customer service experts, authors and business geniuses and will give you a little motivational fuel that could help motivate you to deliver a level of customer service that gets your customers talking about you.

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