Maximize Word-of-Mouth: Transforming Ideas into Actions

In our last discussion, we explored conducting word-of-mouth (WOM) research and how to leverage this research in your campaign. This time, let's delve into practical ways to utilize WOM in designing and executing your marketing strategy.

The following list, based on suggestions by George Silverman in his insightful book, The Secrets of Word-of-Mouth Marketing, offers tried and true methods for effective WOM:

1. Provide a product or service worth talking about.

2. Prioritize initial customers, and cater to them unapologetically.

3. Create incentives to spark WOM engagement.

4. Encourage customers to spread the word.

5. Uphold the principle: The customer is always right.

6. Maintain transparency, and always tell the truth.

7. Exceed expectations by offering more than promised.

8. Deliver outstanding service compelling customers to return.

9. Maintain professionalism, even over the phone.

10. Constantly enhance customer experience.

11. Accommodate customer needs, such as changing large bills.

12. Treat every customer as essential, and avoid taking them for granted.

13. Keep your business premise clean and welcoming.

14. Never make a customer feel ignorant or embarrassed.

15. Answer questions with the goal of aiding decision-making, not showcasing your intelligence.

16. Respect customer privacy when dealing with personal items.

17. If unsure, admit it and strive to find the answer.

18. Value every customer, and make it a point to remember their names.

19. Keep known shoplifters at bay.

20. Prioritize customer service over staff chit-chat.

21. Respect customer choices while offering better alternatives if available.

22. Avoid pressuring customers into purchases.

23. Never deliberately give incorrect advice.

24. Evaluate your competition for insights.

25. Employ mystery shoppers to report on your service quality.

26. Transform unhappy customers into satisfied ones.

27. Treat your employees with the same respect as your customers.

28. Ensure a zero-error system for tasks with severe consequences.

29. Regularly check your system's integrity by intentionally inserting mistakes.

30. Always gauge your performance.

31. Encourage customers to return soon.

32. Offer to deliver products to customers who are moving away.

33. Maintain a light-hearted atmosphere, and share jokes.