Word of Mouth Potential Makes Talkative Customers More Valuable
Customers that spend the most money aren't necessarily your most valuable, according to this article in Portfolio. Customers that spread the word about your product or service, and in doing so bring in loads of new customers, are bigger boosts to your organization's pocketbook. This article investigates the methodology that V. Kumar, J. Andrew Petersen, and Robert P. Leone detail in their Harvard Business Review article for finding and communicating with the customers who have the most WOM potential -- and how to get the most WOM action from them.