Word of Mouth Tactics – Part 3
Last time we talked about the second part of word of mouth tactics which help you put together a system to help 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 which gives 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? Yea, you won’t want that kind of word of mouth.
Minus 3
Disgruntled customers are going out of their way to convince 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 purchase from you despite their negative feelings, this 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 you 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:
- Lexus
- Harley Davidson
- Saturn Cars
- Netscape
- Apple Computers
- Celestial Teas
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.
Next time we’re going to talk about the 30 ways to harness the power of word of mouth.
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