Storm Tussey Just a few thoughts

This is reposted from the Brilliant Blog:http://www.churchofcustomer.com/2009/06/the-roots-of-word-of-mouth.html

The roots of word of mouth

Where does word of mouth come from?

A good experience, says Forrester.

A trustworthy relationship with peers, says Big Research.

A purple cow, says Seth Godin.

They’re all right, but the bigger question is: What binds all of those source elements together?

The answer is almost always hidden within a company’s culture.

Companies with great word of mouth tend to operate by a simple, yet inspiring purpose and well-defined values. They have created a cultural constitution, and every employee is sworn to abide by it, so help them God and the HR department. They understand that a purpose-driven company helps clarify decision-making while inspiring longer-term unity. They know that abiding by community-driven values compels employees to think of customers first, company second. They see the benefits of inspired, evangelistic customers and how company culture is the feeder river for streams of word of mouth.

When companies shun purpose and adherence to values, that’s usually the source of trouble. Just look at credit card providers, health insurance plans, Internet service providers and TV service providers, whose four industries recently appeared in a Forrester report as generating more bad word of mouth than good. The primary interests of companies in those industries often are, in order of importance: company executives, institutional shareholders, Wall Street bankers and analysts, then customers. They stealthily raise fees, add hidden clauses to purposefully complex operating agreements and cut customer service before rolling back excessive executive compensation. It’s not surprising then, that the government is now proposing standards to rein in excessive executive pay at publicly held companies.

Indeed, building word of mouth is bigger than simply paying employees well, much less leaving its function solely to the marketing or engineering departments. For creating good customer experiences, a company hires smart and empathetic people who believe in the company’s culture and provide evidence of believing in its values. It does not hire talented jerks, regardless of education or work history. It expunges those who acted their way through the hiring process.

For building trustworthy customer relationships, a company makes decisions according to its values. They do not rely on bad profits, the kind which trick customers (often used by the industries in the Forrester report). A company with great word of mouth is consistently fair and honest with customers, employees, suppliers, vendors and competitors. They do the right thing and right their wrongs quickly, often going above and beyond what’s necessary.

For creating purple cows, a company fosters creative thinking within tightly defined sandboxes to maintain elegant simplicity, a process that can be difficult but is ultimately rewarding to customers (and employees, especially), who crave simplicity in an age where complexity is daunting, worrisome and exhausting. Simplicity itself, especially with traditionally complicated products or systems, can be a bountiful source of word of mouth. Elegant simplicity is a form of art, and fans will gather to pay it homage.

Word of Mouth Marketing is something that can’t easily be tracked but is something that every brand wants.   The reason Word of Mouth Marketing is so important is because it encourages people to try your product. The “friends, acquaintances, co-workers, and online communities” take the advice to heart because they trust them. They know if their friend recommends the product that they will be more likely to enjoy the product.  So, you need to ask the question, “How can I earn their trust?”

According to a recent Mintel study cited by eMarketer, people who recommended a product did so because of Price, Quality and Convenience. In the current economic market, it’s not shocking that people are recommending based on price. Everyone is looking for a bargain and women (in general) love to share a good deal. However, it’s only a good deal if we like the quality. If it falls apart and we paid $5 for the item, it’s not a great deal. If we pay $5 for it and we get tons of use out of it, then it’s a deal.

No company wants to compete on price alone because it is a slippery slope.  So let’s look at Price’s alter ego Value.  Value is something everyone is using as a “sell” at the moment. So, the question becomes, “How do we increase benefit without decreasing price?”

The answer can only be found by taking a good hard look at your company. What would your consumers consider added value to your product? Can you be consistent with your added value? Could that value eventually help you gain marketshare?  Increase prices?

Focusing on Value and Customer Satisfaction can change everything, if you’re ready to think outside the proverbial box. Are you ready to earn their trust?