Referral marketing: definition, advantages, and strategic guidelines
Referral marketing relies on a brand’s existing customer base to increase its number of prospects. Companies identify their best “referrers” and encourage them to spread positive messages about their offer. This practice of word-of-mouth, under the influence of brands, is particularly adapted to modern marketing. What is this process? How does it allow you to hone your industry expertise? All the answers can be found below. At the article’s end, we will return to the central...
Vulgarity increases the perceived value of customer reviews
Customer satisfaction (or dissatisfaction) is the source of word-of-mouth. But does the person receiving the message believe it? A 2022 research sheds light on electronic word-of-mouth and, more specifically, on customer reviews left on websites like Yelp and Amazon. The research shows that using vulgar terms in customer reviews increases their perceived usefulness and, therefore, their effectiveness. In this article, we decode this article for you and provide you with an easy summary. If you only have 30 seconds The presence...
Belfius : 95% of satisfied customers. A customer satisfaction survey that failed?
Belfius prides of targeting 95% of satisfied customers. This score is actually so high that it becomes suspicious. In today’s article we’ll investigate the three mistakes Belfius may make that would lead to misinterpreting the results. Get in touch with our market research firm How did you define customer satisfaction ? The first question that arises immediately is whether or not the questions that were asked in the customer satisfaction survey were really relevant. Let’s have...
Do you know Archiduchesse
Just like Michel & Augustin (whom I’ll meet in a few weeks), Archiduchesse is also a brand that receives much attention currently thanks to its products, 100% Made in France men socks. Archiduchesse is a pretty good example of a brand which was built entirely on Facebook-generated word-of-mouth (WOM). The owner of the company (Patrice …) applies a participative model and even shares the evolution of his turnover with his fans, followers and customers. It may...
The effects of word-of-mouth over time
In this article, I propose to take a look at word-of-mouth, its effects, but also what causes it. You will also find an interview we conducted with one of the world’s leading specialists in customer satisfaction. The effects of word-of-mouth over time Here’s a paradox that few companies understand: the effects of word-of-mouth over time depend on the nature of the message conveyed. Don’t worry, I’ll explain … As I keep reminding you, there is positive...
