In the last post we discussed how putting a system in place to help your customers shorten their purchase decision time can increase your profits immensely.
Today we’re going to talk about the nine levels of word of mouth to give you a tool to measure the word of mouth circulating around your company, products and services. This will determine 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.
We’ll start with the negatives, so we can finish on a positive note.
This is the worst level to be on, your product is creating a scandal. Remember, when the popular over-the-counter pain relievers, like Paracetamol, were deemed unsafe? This is the word of mouth you want to avoid!
Disgruntled customers are going out of their way to convince other consumers from purchasing your products and services. Your customers are boycotting you.
While, not going out of their way to boycott, when customers are asked about you they will give a negative response.
At this level, people are mildly dissatisfied and while not outwardly talking about it, they will have an opinion if asked. However, they may purchase from you despite their negative feelings, this can be a little confusing.
This is 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.
At this level we are working 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.
When asked, your customers will talk about how much they love your products.
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.
Your product is the talk 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.
That wraps up todays post, I hope it gives you some insight to the kind of word of mouth you are generating. If you need help with this process, try our GUIDED TOUR to get help from our experienced business coaches.
Stay tuned for next week’s post where we are going to talk about the 30 ways to harness the power of word of mouth.