The shift toward a customer service culture has caused customers to expect more from companies. What impressed them yesterday is expected today. Think of it as a form of inflation where your service Wow dollars don’t get as much as they used to.
At the same time, the power of word of mouth marketing is at an all-time high, with social sharing driving consumer choice at unprecedented levels. So what’s a company to do? Give up on wowing customers or jump into the wow business?
The answer is, and always will be, go for the wow! If there’s any business you want to be, you MUST be in, it’s the results business. Your customers want results, not excuses. Give them results, without hassle, and a few unexpected extras, and your customers will do the rest!
How to Drive Word-of-Mouth Marketing
#1: Know WHAT Results Your Customers are Seeking – Start by finding out EXACTLY what results your customers are seeking. This is not the time for guessing – if you want to know what your customers want, ask (and make it a priority to keep asking).
#2: Deliver Results with Ease – Don’t make your customers fight for what they want. Although most will happily play the angry customer game to get what they want, they won’t actually be all that happy with you. Make your customer experience simple and seamless.
#3: Create a Memorable Experience – There’s no point in going above and beyond in ordinary mundane ways. Savvy customers know to expect that as part of the package. The challenge is coming up with creative and unique ways to impress.
#4: Empower Your People – Give the people who really make or break your word-of-mouth reputation the ability to be creative in pleasing customers. Don’t tie their hands with difficult-to-navigate systems and official policies. Not only is that annoying to employees, it’s infuriating to customers.
#5: Remind Them to Share – Include a call to action reminding them (in a fun and friendly way) to share what they love about you with others. This can be as simple as posting requests to share via social media, using QR codes to enable sharing or asking in product documentation or signage.