As most of you know, I strongly believe and showed in previous posts and results that Listening to Customers is not only key to growing relationships that drive engagement, but also to leveraging Word of Mouth.
A recent study relased today by the Keller and Fay Group shows that on average people talk about 56 brands a week and that 92% of WOM happens....offline...
No wonder, we should be listening to people not only in blogs and forums online...but to offline conversations as well, and that we shall ask people regularly about their weekly conversations for example with TalkTrack from the Keller and Fay Group. I had the chance to talk with Ed Keller today that confirmed that more good stuff is to come...
so guys...Listen Up! I know It always pays...
WOM Effects? So far not much is known on the impact of WOM on sales. The good news is that
there is evidence now . Otker and Van Leeuwen clearly demonstrate that recommandations can also predict sales to customers, friend and colleagues.See Esomar's Research World (September page 36-38) and learn about the NPS scale.
Posted by: Mario van Hamersveld | 09/14/2006 at 02:34 PM
TalkTrack looks like it can be a wonderful tool. But I wonder, which is more powerful, WOM online or WOM offline? WOM online has the potential to be seen by a vast number of people, but whether people believe what they read or see...that I'm not sure of. WOM offline is heard by a small number of people, but I think having a personal recommendation by someone you know is much more powerful than reading a stranger's comments.
Posted by: Binal | 05/17/2006 at 12:41 AM
Companies who listen to their customers will definitely reap more benefits than the others. The statistics (or figures) you cited here are very valuable to companies.
Posted by: Meikah Delid | 05/16/2006 at 08:30 AM