Don Peppers: Experience Key to Customer Evangelism
To be successful, word of mouth marketers must adopt a show-and-tell approach to customer evangelism, says Don Peppers, founding partner of Peppers & Rogers Group. In a recent edition of 1to1 Weekly, he speaks with Sigma Marketing's Martha Bush, who argues that it's not enough for customers to tell their friends and family about a product -- to be truly effective, they must also be able to show that they've used it. "When it comes to using word of mouth your most valuable customers need to have experience with the product," Bush tells Peppers. "It's hard to say a customer can be an evangelist without actual experience."
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