How-To: Preparing for WOM
5 Tips from Echopinion!'s Bill Mosher
The first question most companies ask about word of mouth is if it works for them. "It is my belief that WOM works for every company," says Bill Mosher, Founder and Director of Echopinion! "But the more all-encompassing question a company should ask is, 'Are we prepared to develop a WOM strategy?'" Here are Bill's five tips on preparing for WOM.
Tip #1. Do we have buy-in?
Does top management see the value that word of mouth plays in a company's success? If so, congratulations. Top-down belief is very important.
If not, start small and build buy-in from the bottom up. Use statistics and other resources to make your case. It is critical that upper management sees WOM's benefit on the entire operation of the company.
Tip #2. Happy employees, happy customers
It's easier to get others to talk about how great your company's service is if your own employees feel good about their work. Studies show happy employees generate great products/services and customer service. Consider creating an internal work satisfaction survey to determine what your own employees think about your internal operations, customer touch-points and product/service. Take action to correct prior to staring your WOM initiative.
Tip #3. Do we have more than a "me too" product?
Take a hard look at the product you offer. Is it unique, and will consumers be impressed enough to tell others their positive thoughts? If all you have is a "me too" product then expect "me too" results!
Tip #4. Analyze, but don't expect quick results
WOM, when done correctly, is an ongoing process. You won't see improved sales in the first quarter. Be prepared to analyze the results of your WOM initiatives but remember that the WOM program shouldn't end there.
Tip#5. Share insights with every department
Too often, when a marketing department hears feedback such as, "I love your product. But whenever I try to reach you I can't get anyone on the phone," they focus on the part about the product and forget to inform customer service about the rest. Remember to treat WOM not just as a marketing initiative, but as an all-encompassing communications strategy.
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