Last time we
talked about the second part of word of mouth tactics which help you put
together a system to help shorten the purchasing decision time of your
customers which can increase your profits immensely.
Today we’re
going to talk about the nine levels of word of mouth which gives you a tool to
measure the word of mouth circulating around your company, products and
services. You can then see where you are getting negative or weak word of mouth
and find ways to correct it.
So,
launching into the nine levels of word of mouth-it should seem relatively
obvious that the negative levels are, well, negative and the positive levels
are positive.
Minus 4
This is the
worst of the worst and means your product is creating a scandal. Remember, when
the popular over-the-counter pain relievers, like Tylenol, were deemed unsafe?
Yea, you won’t want that kind of word of mouth.
Minus 3
Disgruntled
customers are going out of their way to convince other consumers from purchasing
your products and services. They are boycotting you.
Minus 2
While, not
outwardly boycotting, when customers are asked about you they will give a
negative response.
Minus 1
At this
level, people are mildly dissatisfied and while not outwardly talking about it,
they will have an opinion if asked. Now they may purchase from you despite
their negative feelings, this can be a little confusing.
Level 0
This is sort
of a neutral place to be. Customers are using your products, but don’t really
talk about it. People rarely ask them about it, so they aren’t sharing their
opinion with others. This can be a bit of a slippery slope, because you don’t
want to turn that neutral experience into a negative one. In fact, you should
work to make it a positive one.
Plus 1
At this
level we are finally starting to work our way into the positive word of mouth
about you company, products and services. Plus 1 signifies that people are
generally pleased with your products, but unless asked, don’t really say
anything about them.
Plus 2
When asked,
your customers will talk about how much they love your products.
Plus 3
Customers
will go out of their way to talk about your products, services, company and
their shopping experience with you. This is most evident when you see how
people recommend movies to their friends and family.
Plus 4
Your product
is the toast of the town. There is an obvious buzz going around and your
business is the place to be. People are not only talking about your great
products and services, but they are talking about their shopping experience,
your customer service and how they perceive the company to help them in the
future.
Some great
examples of Plus 4 companies are:
·
Lexus
·
Harley Davidson
·
Saturn Cars
·
Netscape
·
Apple Computers
·
Celestial Teas
We’re going
to leave this lesson for you to mull over and take a look at what kind of word
of mouth you are generating. If you need help with this process, try our FREE
test drive to get help from our experienced business coaches.
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