We who work in Social Media and Word of Mouth Marketing tend to complexify matters that should be really simple. Here's the simplest way you can generate terrific WOM: get the "little simple things" right before they turn into "big ugly things"


Scenario #1: Imagine spending a great deal of money with a particular vendor. When your service comes up for annual review, the invoice is attached to a letter that starts "Dear Customer."
Scenario #2: Imagine signing up for a new health plan. Your new provider calls you with an automated message to welcome you to the service. The message starts: "Welcome, CUSTOMER NAME, to Generic Health Provider." And then your new automated friend proceeds to leave a long two-minute voicemail filled with technical jargon, legalese, and an 800 number you should contact for more information. When you do call, you get put on hold "because your business is important to us."
Sadly, these are not hypothetical situations. These actually happened recently to people I work with.
We tend to look at Social Media and Word of Mouth Marketing as a long and complicated process. In reality, it starts with getting the simple things right. Inserting a customer's real name into an invoice, for example, or having a real human call you to say "Thank you for joining our program" when you become a customer for the first time. People love to talk about the businesses that treat them well. Yes, they love to scream and kvetch about those that have done them wrong, but why not give them something to cheer about?
My advice: The bar for expecting good service is shockingly low these days. Do the simple things right, and you'll not only look like you're aiming high, but will in fact start a conversation about how awesome your brand/product/service really is.
What do you think? Do you have other examples of "little things" you can do to generate great WOM?

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How to Get Great WOM: Get the 'Little Simple Things' Right Before They Turn Into 'Big Ugly Things'

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ABOUT THE AUTHOR

With his mantra “it’s about the people, not the technology,” Michael E. Rubin serves as the Social Media Strategist for Fifth Third Bank. As one of the first employees of the Word of Mouth Marketing Association (WOMMA) and the Social Media Business Council, Michael has made his career helping Fortune 500 brands put Social Media to work.

With more than ten years experience in marketing and PR, Michael has partnered with the world’s leading marketers and industry experts to develop Social Media and Word-Of-Mouth into a mainstream marketing disciplines.

Michael serves on the Advisory Committee of the Institute for Social Media at Cincinnati State University, and has lectured on social media at both the University of Cincinnati College of Business and Leadership Northern Kentucky. He resides in Cincinnati with his wife Pam, dog Ruby, and cat Chainsaw (long story). Last but not least, Michael remains a die-hard Chicago Cubs fan and proudly eat hot dogs with ketchup.

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Michael E. Rubin
Call me: 847-370-3421
Email me: merubin@gmail.com
Tweet me: https://twitter.com/merubin
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The views expressed in this post are my own and not those of Fifth Third Bank or any of its affiliates or subsidiaries or of any person or organization affiliated with or doing business with Fifth Third Bank.