Research: Measuring the Impact of Word of Mouth
In a new white paper on BtoB word of mouth marketing, The Phelon Group has outlined three key strategies crucial for measuring the impact of word of mouth programs:
* Measure and promote "Return on Reference" -- Determine the impact that satisfied customers have on various influencers.
* Measure and leverage market visibility -- Use new tracking services to monitor company mentions across all media (print, broadcast, and online media).
* Evaluate and foster customer commitment -- Go further than loyalty and measure a customers' willingness to recommend a product or service to a friend.
