Last time we talked about the second part of word of mouth tactics to help you put together a system to shorten the purchasing decision time of your customers, which can increase your profits immensely.
Today we’re going to talk about the nine levels of word of mouth, giving you a tool to measure the word of mouth circulating around your company, products and services. You can then see where you are getting negative or weak word of mouth and find ways to correct it.
So, launching into the nine levels of word of mouth – it should seem relatively obvious that the negative levels are, well, negative and the positive levels are positive.
Minus 4
This is the worst of the worst and means your product is creating a scandal. Remember when the popular over-the-counter pain relievers, like Tylenol, were deemed unsafe? Yeah, you won’t want that kind of word of mouth.
Minus 3
Disgruntled customers are going out of their way to keep other consumers from purchasing your products and services. They are boycotting you.
Minus 2
While not outwardly boycotting, when customers are asked about you they will give a negative response.
Minus 1
At this level, people are mildly dissatisfied and while not outwardly talking about it, they will have an opinion if asked. Now, they may still purchase from you despite their negative feelings, which can be a little confusing.
Level 0
This is sort of a neutral place to be. Customers are using your products, but don’t really talk about it. People rarely ask them about it, so they aren’t sharing their opinion with others. This can be a bit of a slippery slope, because you don’t want to turn that neutral experience into a negative one. In fact, you should work to make it a positive one.
Plus 1
At this level we are finally starting to work our way into the positive word of mouth about your company, products and services. Plus 1 signifies that people are generally pleased with your products, but unless asked, don’t really say anything about them.
Plus 2
When asked, your customers will talk about how much they love your products.
Plus 3
Customers will go out of their way to talk about your products, services, company and their shopping experience with you. This is most evident when you see how people recommend movies to their friends and family.
Plus 4
Your product is the toast of the town. There is an obvious buzz going around and your business is the place to be. People are not only talking about your great products and services, but they are talking about their shopping experience, your customer service and how they perceive the company to help them in the future.
Some great examples of Plus 4 companies are:
- Nordstrom
- Coca Cola
- Apple
- Audi
- FedEx
- Tesla
We’re going to leave this lesson for you to mull over and take a look at what kind of word of mouth you are generating. If you need help with this process, reach out to us!
Next time we’re going to talk about the 30 ways to harness the power of word of mouth.
Stacey Sagues Stacey@pegcoaches.com 404-951-9023
Philip Lewis Philip@pegcoaches.com 713-823-8253
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