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...
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...
The one thing to do to handle complaints on public forums well
Complaint management is an Art some people say. And it’s true that given the number of recommendations (sometimes contradictory) that exist about how to handle complaints, firms must be very agile to know what to do at the right moment to ensure customer satisfaction. What to do when customers complain on online public forums ? The challenge posed by online forums is huge. They can damage a brand reputation and be the starting...
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. 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...
Does Mobistar care about word-of-mouth?
I recently received a sms from Mobistar asking me to rate my intention to recommend their services to friends or relatives. Given the terrible service they provide and the way they treat their customers (especially me) I rated my intention with 1, the lowest possible score. Of course I didn’t receive any call or any feedback from them asking why it was so. They just don’t care as actually do most of companies which collect...
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,...
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...
