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Lip Service to WOMM. The facts about WOMM are WOW!

May 20, 2018

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84% of global consumers believe recommendations from friends and family are the most trustworthy sources of information about products, up from 78% in 2007. Nielsen

http://www.nielsen.com/us/en/newswire/2013/under-the-influence-consumer-trust-in-

58% of consumers share positive experiences and seek advice from friends and family when they talk about brands on social media. SDL

77% of consumers are more likely to buy a new product when learning about it from friends or family. Nielsen

84% of consumers say they either completely or somewhat trust recommendations from family and friends. Nielsen

The recommendations people make to their friends and family carry more weight than the messages companies put out on their own behalf. The importance of “word of mouth” marketing always brings me back to the importance of creating Brand Evangelists and paying attention to the touchpoints within your organization. Brand Evangelists are on board with the message and promise of the company and how that translates to the customer.

Brand touchpoints are any and all contact points with the customer. It can be the ease of parking, the appearance of the store, the uniforms, the promptness of return calls, the concern for your problem, the website, brochures, etc., the list goes on and on. Remember, one OFF-brand touchpoint can ruin the day.

It all comes down to the customer experience and how that experience translates to WOMM.

One of the tried and true examples is Zappos.com with a very simple mission statement “To provide the best customer service possible.” There are 10 core values that all employees have to help them fulfill this mission. The employees are empowered to deliver “WOW” through service and their high brand standards are carried through the entire customer experience. Delivery is prompt, shipping is free and returns are easy.

As members of the Brand Establishment, we’re dedicated to brand and we always work from the inside out—enculturating the employee to really understand who you are, what you do, and why it matters. Employees are the best brand ambassadors and are the front line touchpoint to your customer.

If 84% of global consumers believe recommendations from friends and family are the most trustworthy sources of information about products—then each touchpoint to that consumer is of the utmost importance.

Take a look at the brand touchpoints in your company, there are many, and figure out if they are all living up to your brand promise. If you find problems, fix them as quickly as possible, what might seem like an insignificant detail might be the only contact a customer has with your company.

With strong a strong brand, built from the inside out, and Brand Evangelists throughout your company, your customer is more likely to have an experience worth sharing.

So next time someone asks their friend/sister/cousin “Hey, do you know where I can find a good dentist/mechanic/restaurant…” make sure the name of your company is on their lips.

Author:

Deb DeFreeuw
Certified Brand Strategist
President
Force 5
South Bend, IN