Limited Time Offer: Save 30% on PRO with code GETRESULTS

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Keep Your WOM Roots Healthy

July 1, 2009  

The dreaded phrase "word-of-mouth" keeps a lot of company execs awake at night. It's that feeling of helplessness: How can any company apply quality assurance to something that is so out of their control? Well, a recent post at the Church of the Customer Blog says the secret to ensuring that your WOM stays positive lies in identifying, and nurturing, its roots. How do you do that? "The answer," says Ben McConnell, "is almost always hidden within a company's culture."

According to McConnell, "Companies with great WOM tend to operate by a simple, yet inspiring purpose and well-defined values. They have created a cultural constitution, and every employee is sworn to abide by it, so help them God and the HR department."

He offers a list of attributes of those in charge of such a company:

  • They understand that a purpose-driven company helps clarify decision-making while inspiring longer-term unity.
  • They know that abiding by community-driven values compels employees to think of customers first, and company second.
  • They see the benefits of inspired, evangelistic customers.

"When companies shun purpose and adherence to values, that's usually the source of trouble," he points out.

The message for executives here? "For creating good customer experiences, a company hires smart and empathetic people," McConnell concludes. "It does not hire talented jerks, regardless of education or work history."

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by John Atkins Wed Jul 1, 2009 via web

    Great article, im a big believer in treating my customers with respect and transparency. its crazy but so few companies are concerned about this that in fact it has given me a competitive edge over my competition. I use this in every form of my business as a means of added value to my client. Customer service is dead, any company that can take advantage of offering good customer experiences will see significant advantages!! it works for me :)

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!